Challenge
The goal was to understand the level of overlap with consumers and the usage occasions between sports drinks and energy drinks to identify if there was an opportunity to create a hybrid product centered around hydration with caffeine for energy.
Approach
We compared sports and energy drinks consumption metrics (time, location, motivation) using our Beverages Consumption Panel and sized the dual consumers to quantify the opportunity.
Insight
Using the insight for the need for both hydration and energy, BODYARMOR disrupted the Sports Drinks category by launching BODYARMOR EDGE.
Impact
$20M in sales in its first 3 months