Revive: Your Everyday Life Is A Sport

Revive, a sports drink brand, highlighted to consumers in Vietnam how their everyday activities can be just as physically exerting as sport and increased sales in a declining category.

Campaign details

Brand: ReviveAgency: Dentsu RedderRegion: APAC

Strategy

Objective

Revive is the dominant leader in the Isotonic/Sport Drink category and keeps widening the gap. The problem is this category is shrinking with no growth in many years due to low penetration. Revive has tried to increase penetration but to no avail. A big part of this halt in growth is ironically because most people perceive isotonic drinks are only for serious sports players - because they don't play sport very often, isotonic drinks are IRRELEVANT to them.

As the dominant leader, Revive has set out...

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