Leading outdoor brand, Mossy Oak, launched a new licensee product line, Mossy Oak Pursuit Energy, under the direction of Quizno’s former Chief Development Officer. Mossy Oak has a loyal following in the outdoor world, but launching an energy drink was an entirely new venture that would face stiff headwinds from entrenched, global energy drink brands and a direct competitor, RealTree Energy, which had launched their energy drink two years prior. In addition to understanding how to uniquely position the drink, Mossy Oak Pursuit Energy would need an agency capable of working across media and audiences, including packaging, digital, in-store, print and social.
Popskull started by understanding the rich, broad and loyal outdoor market and the crowded energy drink industry. We then developed a brand strategy and translated it across new and traditional media, product design and sales support. Our strategic insight effectively connected the hunting ethos of Mossy Oak’s passionate fan base to the product’s “energizing” benefit. Retail sales jumped. Consumers engaged. And the brand has become the camo-covered can that stands out from the crowd.
In the first three months of their Facebook presence, they gained over 60,000 followers and made over 4 million impressions in just one month. Over the course of three years, their Twitter and Facebook delivered over 14 million impressions to over 8 million people, most of which were organic. Only 3.2 million of the 14 million impressions were from paid advertising by the brand.
Two years after launch, Mossy Oak Pursuit Energy is one of the fastest growing players in the energy drink market, available in thousands of stores across the country and on Amazon.
- Brand Strategy
- Marketing Planning
- Social Media
- Video Production
- Sales Collateral
- Product Design
- Packaging Design
- Point of Purchase Displays