Reign Energy Drink

BUSINESS CHALLENGE:
The energy drink category is crowded, driven largely by price promotions. Reign Energy drink by Monster needed a way to differentiate itself from its big brother, Monster, and the competition.

Luckily, Reign had a taste advantage, launching with bold and intense flavors.

CUSTOMER SITUATION:
Customer loyalty was low in the energy drink category. For most customers, drinks were close enough that whatever was on sale was good enough.

INSIGHT:
Customers needed to see and feel that Reign was different than the other drinks on the C-store and grocery store shelves. Our bold flavors and unique formula were a step above everything else in the market.

IDEA:
We didn’t want to slow-roll an entrance for Reign into the marketplace. We wanted a big, bold takeover to show potential customers that we were like the other energy drink guys.

EXECUTION:
Taking advantage of two major influencers, “Thor” Bjornsson, the Mountain (aka the World’s Strongest Man), and Natalie Eva Marie, professional wrestler and actress, to lead the charge.

The plan – recruit 200 nano, micro, and macro influencers to the Reign team to take over Time Square with Thor and Natalie.

Dressed in Reign masks and carrying Reign banners, our brigade did an impromptu march through Times Square during the day to land at a park close by, giving potential customers a chance to sample Reign and take pictures with Thor, Natalie and our other influencers.

Besides the guerrilla effort, we launched our march on social media, both on Reign’s social media as well as our influencers’ pages. Additional support was received by people in Time Square videoing and taking pictures during and at the meet and greet.

Reign’s first month exceeded sales goals by with minimal promotional efforts.

We continued to focus efforts on organic and paid social as Reign launched more flavors, and often pitted Thor against Natalie Eve Marie in competitions.