AMP Energy: PowerDash

Category: SME-Manufacturer: Single-Retailer Rollout
Brand/client: AMP Energy / PepsiCo
Lead agency: Mekanism

State of the marketplace & brand's business

2013 was not your year if you were an energy drink brand. There was incredibly negative press around the entire category ("A rising number of patients, many of them young people, are being treated in emergency rooms for complications related to highly caffeinated energy drinks like Red Bull, Monster Energy and 5-Hour Energy." – NY Times1) and vicious competition from heavily-funded competitor brands. Active lifestyle consumers were also leaving the category for health-conscious brands like Odwalla and Synergy Kombucha. 2

In the months leading up to the launch of the AMP Energy PowerDash Program, AMP Energy was number four in the energy beverage category, behind category giants Red Bull, Monster, and Rockstar. AMP's media spend accounted for just 0.4% of the total advertising spend of the top six energy drink brands. 3