Case Study: 5-hour ENERGY
Situational Analysis
When Crosby~Volmer teamed up with 5-Hour Energy, the small two-ounce nutritional supplement was still relatively unknown. Despite a national cable advertising campaign that helped build awareness of the product, 5-Hour Energy still needed to differentiate itself from the sugar and caffeine loaded energy drinks that flooded the marketplace.
Objectives
- Increase awareness of 5-Hour Energy among targeted consumer segments
- Position 5-Hour Energy as a healthier alternative to existing energy drinks and shots
- De-position energy products that carried a generally negative reputation
Target Audience Analysis
With research that backed up 5-Hour Energy's "no jitters and no crash" promise, Crosby~Volmer set out to reach consumers who could use an energy boost during the day, focusing on those who worked long hours, maintained non-traditional schedules, and held alertness-critical positions. Crosby~Volmer also targeted consumers who could use an energy boost, but were wary of energy drinks – stay-at-home moms, medical professionals and athletes.
Strategy
Through an aggressive media outreach plan, Crosby~Volmer worked to make 5-Hour Energy a recognized name, and ensure audiences understood what the product stood for. As the first big player in the fast-growing energy shot category, 5-Hour Energy was well situated in the market. Crosby~Volmer's efforts helped 5-Hour Energy continue its dominance, and further highlighted the product's unique features and benefits versus the competition.
To further differentiate 5-Hour Energy from other brands, a conscious effort was made to avoid the high school/college market that energy drinks thrived on.
Execution
Crosby~Volmer "relaunched" 5-Hour Energy as a healthier and safer alternative to other energy products. A complete media campaign including press releases, interviews, fact sheets and product samples were distributed nationally. Blogger outreach, testimonials from "everyday" people, and an endorsement from the USA Olympic Softball team helped further entrench 5-Hour Energy as the category leader.
Crosby~Volmer also developed a crisis communications plan and government relations strategy for 5-Hour Energy.
Results
Over 50 product reviews appeared in popular media outlets including Politico, Live With Regis and Kelly, multiple newspapers, and NBC and FOX affiliates. News stories about 5-Hour Energy increased 194 percent and blog hits about the product increased a mammoth 341 percent.
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