|WORK / PURE | BREATHABLE ENERGY||UNITEDDSN.COM|
In 2011 the exploding energy drink category grew 13% into a staggering $9 Billon dollar industry dominated by the “big three” Redbull, Monster & Rockstar. 5 Hour Energy introduced “No Crash” sustainable energy, creating an atmosphere that had a young trendsetting audience searching for what’s next.
United worked alongside MIT and Harvard veteran David Edwards to create the totally revolutionary brand; PURE Breathable Energy. The fastest acting INHALABLE energy product on the U.S. market.
REVOLUTIONARY PRODUCT INNOVATION RE-DEFINES THE EXPLODING ENERGY MARKET.
|PROCESS / BREATHABLE ENERGY | BRAND STRATEGY||UNITEDDSN.COM|
MONETIZE A GROUNDBREAKING SCIENCE BASED PRODUCT BY GIVING IT AN AWESOME CONSUMER FACE
Background Energy Market Innovation
Breathable Energy was borne out of pure innovation. At United we created the name, identity and communications strategy required to explode this totally unique concept onto the market. In a category dominated by the 3 big energy drinks and saturated with over a different 100 products, we delivered something game changing for an audience desperate for something new.
Energy Market Innovation – The Brief
Massachusetts Institute of Technology and Harvard veteran David Edwards, alongside business partner and boy genius Tom Hatfield (of soccer.net fame), wanted to monetize their concept of atomized chocolate. Drawing on David’s groundbreaking developments around vaporized insulin and associated inhaler products, they could see the potential for more consumer-focused ideas that promised fun, purity, heightened taste and impact for the user. Initially with a chocolate variant in mind, the partners came to United with the brief to help them realize their vision, re-package what they had started to create and build a brand that would smack people hard in the face.
Something told us what we were seeing was flawed. There was nothing exciting about vaporized chocolate and that the idea just wasn’t standing up. But the innovation and concpet was great and so was everything behind it – a team of some of the best minds in the world and dispenser I.P. that had already won global admiration - we knew there was something here that should be embraced.
Further investigation revealed that caffeine and vitamin variants were already being researched. Innately knowing the millennial market, we quickly realized that the answer lay in using this for the ‘energy’ space. So, remembering that commercial viability was key we developed a strategy that we knew would work, turning the brief on its head and defining a new direction…the innovation process began and breathable energy was born, galvanizing the stakeholders and teams involved to invent a genuinely compelling new brand.
Energy Market Innovation – Bringing it to life!
Working with the team at Harvard over the next 6 months we carried out and delivered:
- Product testing.
- Research – consumer & retail.
- Structural design – flavor development.
- Iconographic language.
- Creative positioning & realization.