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.
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