Driving Trial for Functional Energy Drinks
Distributed 1MM+ samples through a unique combination of live events and venue-based sampling. Networks included fitness, YMCAs, community events, first responders, office spaces, and select runs & races.
Introduction
V8 +ENERGY partnered with Aha! to increase awareness and trial among millennials during a key daypart.
The goal was to introduce the product in relevant, real-life moments that would encourage first-time trial and drive consideration.
The Challenge
V8 +ENERGY faced a common category challenge: motivating millennials to try a functional energy drink in a highly competitive landscape. The program needed to reach consumers in situations where a convenient, healthy “recharge” mattered most, while ensuring trial felt natural, engaging, and memorable.
Our Approach
Aha! developed a multi-level sampling strategy designed to place V8 +ENERGY directly into millennials’ hands during everyday life and high-energy moments. Using a combination of tactics including venue partnerships and street teams, consumers were reached in commuter areas, at work, gyms, colleges, street fairs, and sporting events.
Insights for Beverage & Energy Brands
This program reinforces a key insight: trial is most impactful when it happens during authentic consumption occasions in high-traffic, lifestyle-relevant moments. For beverage and energy brands looking to introduce functional products or increase adoption, AHA! helps drive:
- Direct engagement with millennials in offices, gyms, events, and social spaces
- High-impact trial that feels convenient, fun, and relevant
- Immediate consideration and intent through hand-to-hand, experiential interactions
- Measurable lift in awareness, trial, and recommendation
- Scalable sampling strategies that blend field and venue activations seamlessly
V8 +ENERGY’s results show how a combination of smart promotional tactics leveraging trained brand ambassadors and venue partners, can achieve success.
