LAS VEGAS — XYIENCE®, maker of Xenergy, the official energy drink of the UFC®, today announced the launch of the first advertising campaign to support its new “Power to Win” brand positioning. The multi-market, multi-medium regional campaign is designed to broaden brand reach, appeal and awareness among male and female adults age 18-34 who lead fit and active lifestyles. Ads will begin running in May 2014 throughout the United States and Canada, and will also include Spanish language media.
“A solid one-third of our customers are UFC fight fans, demonstrating the successful foundation we’ve build for our brand in MMA (mixed martial arts) as the official energy drink of the UFC and with our team of professional UFC athletes,” says John Lennon, XYIENCE’s president. “Using our affiliation with UFC as a platform, this advertising campaign is designed as a natural evolution of the Xenergy brand to establish new connections with consumers who share our brand’s passion for and commitment to living a fit and active lifestyle.”
XYIENCE Xenergy is the first energy drink developed by a sports nutrition company, as well as the first sugar- free, zero-calorie in its category, which appeals to hard-working, health-conscious individuals who want a great tasting energy boost without all the extra sugars and additives found in many other energy drinks. The campaign focuses on finding the “power to win” (the brand’s new tagline) as you tackle your daily hurdles, whether you’re a firefighter, pilot, rancher, member of the military, average hard-working American, fitness enthusiast or multi- tasking mom. The main copy lines include “Some of us can’t afford an off day: this is our energy drink,” and “Victory takes many forms. This one comes in a can.”
The campaign was developed in partnership with Las Vegas-based advertising and creative agency BRAINtrust Marketing; produced by Atomic Television and Paul Remo, the Technical Director of many UFC broadcasts; and directed by six-time Emmy Award winner Nick Vilanni. Shot in digital cinema with a Red 4K camera, the spots were filmed on location in Southern Nevada using local actors and athletes, including Team XYIENCE’s UFC fighters Ronda Rousey, Dan Hardy and Mark Muñoz, as well as Team XYIENCE fitness model Amanda Corey.
“The ‘Power to Win’ campaign blends powerful visual elements, a compelling audio track with both relatable hard-working professions and fitness scenarios, which connect that imagery with the Xyience brand,” said Michael Coldwell, managing partner of BRAINtrust Marketing. “The campaign associates the aspirational desire for us to ‘win’ with the brand benefits of Xyience as a great tasting energy drink that is sugar free with zero calories that provides all the energy needed to succeed in today’s high pressure world.”
The XYIENCE ad campaign includes a mix of television, print, online, and point-of-purchase content. It also includes traditional, terrestrial and online radio and TV ad buys such as Pandora and Hulu, as well as out-of- home ads to be found on billboards and signage posted at high traffic gas and convenience chain outlets. Additionally, the campaign will utilize rich media online units to deploy interactive ads that allow consumers to play games or “pick your flavor” to change your ad experience. The campaign will air in several core markets for Xyience Xenergy. According to Lennon, “Upon completion of a successful regional test, it is our intention to expand nationally. We may also branch out to include creative synergies with our XYIENCE sports nutrition supplement communication wherever possible.”
Headquartered in Las Vegas, XYIENCE’s sports nutrition products, which include Advanced Protein Complex, Pre-Workout Booster and Thermogenic Fat Burner, among others are designed to support an active and healthy lifestyle. The brand’s flagship product is Xenergy (pronounced zen-er-gy) –the official energy drink of the Ultimate Fighting Championship® (UFC®). Launched in 2006, Xenergy is the first energy drink created by a nutrition company and the fastest growing brand in its category. Xenergy is a sugar-free, zero-calorie beverage that is made with all-natural flavors and colors. Xenergy energy beverages are available in Frostberry Blast, Cran Razz, Fruit Punch, Mango Guava, Blu Pomegranate, Cherry Lime, Tangerine and Melon Mayhem. The Xenergy family also includes: Xenergy + Lemonade Pineapple and Raspberry and Xenergy + Tea Honey Ginseng and Raspberry Acai. Xenergy + Hydration Grape and Tropical Punch non-caffeinated hydration beverages fortified with electrolytes and a blend of B vitamins.
Find these and other sports nutrition products from XYIENCE online at www.xyience.com, or at a retailer near you. Or connect with XYIENCE on Facebook, Twitter and YouTube.