Accelerade

Athlete Influencer Program

When the 800lb gorilla in the sports drinks category has a marketing spend 100 times greater than yours, how do you launch a new brand successfully, and at a premium?

That was the challenge that Cadbury Schweppes Americas Beverages asked Ammo to accept with the re-launch of Accelerade in the summer of 2006. True to our Challenger Brand heritage, we recommended inverting the usual logic: Rather than try to compete with Gatorade, we ideated, planned and executed a long-term strategy to educate, involve and provide emotional and performance value to the Influencers in key endurance sports that would form Accelerade’s go-to-market base.

We built a multi-tiered strategy utilizing Regional Brand Ambassadors that blanketed the country with a layer of support never before seen by coaches, teams and athletes.