“News coverage about 5-hour Energy increased 194 percent, while blog mentions of the brand jumped a mammoth 341 percent.”
When the highly popular two-ounce nutritional supplement 5-hour Energy was first introduced to U.S. consumers, the brand faced two steep challenges: building name recognition in the fledgling energy shot category, and differentiating itself from the sugar and caffeine-loaded energy drinks that flooded the marketplace.
Despite a lengthy national cable advertising blitz, the brand still struggled to make inroads with key consumer segments and separate itself from competing products that carried a negative reputation.
Leveraging research that backed up 5-hour Energy’s “no jitters and no crash” promise, Crosby~Volmer set out to reach pockets of 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 saw an opportunity to tap into the vast market of energy-starved adults who were wary of energy drinks including stay-at-home moms, medical professionals, and athletes.
Through an aggressive media, trade show, and blogger outreach campaign, Crosby~Volmer “relaunched” 5-hour Energy as the safe and healthy alternative to energy drinks. Product samples, press releases, fact sheets and testimonials from “everyday” people were distributed to targeted news outlets and bloggers, resulting in valuable product reviews, robust online discussion, and earned media coverage for the brand.
Over the course of the campaign, more than 50 product reviews appeared in major daily newspapers, FOX and NBC affiliates and popular television shows like Live with Regis and Kelly. News coverage about 5-hour Energy increased 194 percent, while blog mentions of the brand jumped a mammoth 341 percent. An endorsement from the USA Olympic Softball team also helped entrench 5-hour Energy as the clear leader in the energy shot category.
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