10 Updates
Former Red Bull Exec Goes For A "Drive"
Photo Credit: Forbes Business

Former Red Bull Exec Goes For A "Drive"

Apr 4 2014, 10:57am CDT | by

I was originally going to title this post David & Goliath: The Trilogy Concludes or something to that effect. The reason being over the last few weeks I have shared stories with you of smaller...

Filed under: news

 
 
 

16 weeks ago

Former Red Bull Exec Goes For A "Drive"

Apr 4 2014, 10:57am CDT | by

I was originally going to title this post David & Goliath: The Trilogy Concludes or something to that effect. The reason being over the last few weeks I have shared stories with you of smaller brands attempting to take on the much larger, more established brands via various marketing methods.

First came A True David And Goliath: Can A Little Guy Go Toe-To-Toe With The Big Guys? which told the story of basketball shoemaker Ektio and their fight to gain exposure against the Nikes of the world. Then just a few days later came David And Goliath Part II – The Women’s Bracket which, in addition to the nod to the NCAA basketball tournament , told the story of Adore Me , the brand taking on the likes of Victoria’s Secret .

As for today’s article, I decided against using the aforementioned title for the simple reason that this is not truly a David & Goliath tale per se.

No this is about the former COO and EVP of Red Bull , one of the most prolific energy drink companies in the world and his entree into what can be described as the newest niche in the energy drink industry — energy water.

Hardly A Fish Out Of Water

In 2007 Gary Smith left Red Bull and purchased Big Red, Inc., manufacturers of Big Red , America’s #1 selling red soda. After a few years, Gary saw an opportunity to re-enter the energy category with a hybrid product that, if repositioned for today’s energy consumer, could fill a need that more mature and sophisticated consumers were seeking, but couldn’t find within conventional energy drinks

Acquiring “HYDRIVE Energy” in 2013, Gary saw a hybrid beverage with the same caffeine content as the leading energy drink but with only 30 calories, more refreshing flavors and added vitamins and nutrients. Separating itself from the conventional carbonated energy drinks, it only made sense to reposition the brand with a name that reflected the true nature of this unique hybrid offering:  HYDRIVE Energy Water  — the first full power energy drink made from spring water.

Much like Ektio and Adore Me, HYDRIVE Energy Water is in an industry that is needless to say, quite full of competition.

I asked Gary how can this brand make a name for itself and what he took from his time at Red Bull that he can use when it comes to HYDRIVE.

Steve Olenski : How can a brand such as HYDRIVE stand out in a very crowded marketplace? How does it differentiate itself from all others?

Gary Smith: Energy is a consumer need that is not going away. In fact, it’s becoming more mainstream as other categories (e.g. juice, gum, beef jerky, etc.) are offering products that include an energy benefit. As we saw in the beverage industry, consumers started migrating away from soft drinks to non-carb, “healthier” options (e.g. water, teas, fruit juices, enhanced waters, etc.) We believe HYDRIVE is very well positioned to capture consumers that will be looking for “healthier” energy beverages. Positioned as an “energy water”, HYDRIVE is differentiated from 16 oz energy drinks that target the “extreme sports” and “younger party-goer” consumers.

HYDRIVE is refreshing, tastes good, provides the same energy as the leading energy drinks, and has only 30 calories per bottle – something that slightly more “sophisticated/professional” consumers are seeking.

Olenski: What lessons/learnings from your days at Red Bull have you applied to HYDRIVE?

Smith: Need to clearly communicate the product’s functional benefits. Consumers want to know that the product will work e.g. “Red Bull gives you wings”. For HYDRIVE, that’s why we prominently displayed caffeine and 30 calories on the front label, and we included a small chart on the back label that educates consumers on the efficacy (same caffeine content as leading energy drinks).

We have a clear vision of who we’re targeting – the more mature/sophisticated consumer vs the extreme, partier that most other energy drink brands target. That’s why our packaging is more upscale, we’re in a PET bottle vs a 16oz can, and we repositioned HYDRIVE as an “energy water”.

Growing the Brand

One of the ways Smith hopes to grow the brand is via corporate sponsorships including one with the Arena Football League . Just a few days ago it was announced that HYDRIVE Energy Water would be the title sponsor of the 2014 HYDRIVE Arena Football Hall of Fame Game which will air on CBS Sports Network ..

The brand is also the the title sponsor of the 30-minute Arena Football Hall of Fame television special set to air on the network later this season.

Source: Arena Football

Photo credit: Google Images

 
Update
10

7 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the D ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

7 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken in ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

7 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by the Dewa ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

7 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, Datuk Seri ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

7 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million in ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year invol ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Scheme ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinra ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Bangladeshi plane catches fire at Nepal airport, passengers safe
Kathmandu, July 28 (IANS) A Bangladeshi aircraft caught fire while landing at Kathmandu's Tribhuvan International Airport (TIA) Monday afternoon, officials said.
 
 
Shift work can worsen asthma, pneumonia
London, July 28 (IANS) A research has found that drugs widely used to treat lung diseases like asthma or pneumonia work better with the body clock.
 
 
Decoded: What triggers sexual arousal in you
New York, July 28 (IANS) Know why just looking at an attractive face stimulates sexual arousal? Well, it takes two to tango!
 
 
Turn your selfie into emoji with this app
New York, July 28 (IANS) Tired of seeing the same yellow-faced smileys? In an age of selfies, how can emojis be far behind?
 
 
 

Latest from the Network

Kutcher-Kunis to wed in July next year?
Los Angeles, July 29 (IANS) Actors Ashton Kutcher and Mila Kunis, who are getting ready to welcome their daughter, have begun to plan for their wedding. "The wedding will be next July. They want to focus on their...
Read more on Celebrity Balla
 
Lady Gaga portraits auctioned
New York, July 29 (IANS) Pop star Lady Gaga's "video portraits" raised over $1 million at an auction at Watermill Center here. Director Robert Wilson put on display "23 Video Portraits of Lady Gaga" series at his...
Read more on Celebrity Balla
 
Kim Kardashian followed by 'crazy driver'
Kim Kardashian claims a ''crazy driver'' followed her around Los Angeles today (07.28.14). The 'Keeping Up with the Kardashians' star hit back at rumors she was pulled over by police officers in Calabasas, California,...
Read more on Celebrity Balla
 
Elizabeth Banks is 'very genetically blessed'
Elizabeth Banks says she is ''very genetically blessed.'' The 'Hunger Games' actress, who has sons Felix, three, and Magnus, 20 months, with husband Max Handleman, insists she only recently realized she is attractive,...
Read more on Celebrity Balla
 
Courteney Cox receives engagement gifts
Johnny McDaid and Courteney Cox received several engagement presents in his native Northern Ireland. The newly-engaged couple were given complimentary souvenirs by excited fans in the city of Derry while exploring the...
Read more on Celebrity Balla
 
Ashton Kutcher and Mila Kunis to wed next July
Ashton Kutcher and Mila Kunis are planning to get married next July. The couple, who got engaged earlier this year and are expecting their first child, have reportedly set a date for their wedding next summer, as they...
Read more on Celebrity Balla
 
India at the 2014 Commonwealth Games Tuesday
Glasgow, July 29 (IANS) The following is the list of Indians who will be seen in action in the 2014 Commonwealth Games Tuesday. Schedule Badminton (Emirates Arena) Men's singles (Round of 64): R.M.V.Gurusaidutt vs...
Read more on Sport Balla
 
Indian medal winners at 2014 Commonwealth Games
Glasgow, July 29 (IANS) The following is the list of Indian medal winners at the 20th Commonwealth Games: Gold Sanjita Khumukchan: women's 48 kg weightlifting Sukhen Dey: men's 56 kg weightlifting Abhinav Bindra: men'...
Read more on Sport Balla
 
Hi-tech machine spews beer for fans mimicking Scot talk (CWG Diary)
Glasgow, July 29 (IANS) Fancy a free beer? Get talking in Scottish! A hi-tech water cooler that talks to visitors and dispenses beer is doing the rounds of the city assessing one's accent and rewarding the best with a...
Read more on Sport Balla