Responsibilities:
Branding, Packaging, Promotion, Marketing, Web
Client:
XS Energy, LLC.
Result:
Expansion into six countries with 14 drink varieties across five categories.

With the help of Core Innovation, XS Energy Drink went from near bankruptcy in its beginning years to annual sales topping $150 million. Despite a tiny marketing budget, Core was able to position XS as a desirable product within a unique distribution model by bucking traditional beverage marketing models.

Premium Energy and the ability to purchase by the case has enabled XS to capture the attention of the 35-45 year-old demographic, rather than settling for individual can sales through convenience stores.

As a result, the past 7-years has allowed XS to achieve innovative growth through strategic disruption. By focusing on the product’s taste, as well as function, and stressing the value of its sugar-free, carb-free formula, XS has managed to stand alone in a highly competitive market.