Athletic Xtreme
Bigger, Badder & Stronger
SmashBrand got the call to take on a complete relaunch of Athletic Xtreme several years ago. Since then we have been crafting a master marketing plan that has re-introduce Athletic Xtreme as "Bigger, Badder & Stronger"
Industry Setting
Athletic Xtreme is a sports nutrition supplement manufacturer, which reached nation-wide distribution by the end of 2007, thus facing increased competition from top market players.
Challenge
Following a brand audit and market study, we identified a series of challenges for the branding process:
- Create a competitive product brand with a new identity and look.
- Avoid a drop in sales volumes due to change of brand assets and new look.
- Reduce consumer confusion on products of similar function.
- Get rid of the perception of a cheap, small player and build a positioning based on premium attributes, not only price.
- Allow competition with top players at national level.
Strategy
Recognizing the challenges facing the brand, a meticulously crafted re-branding process was executed from the ground up.
- The new brand positioning was high energy designs mixed with carefully crafted demographic specific copy driving an emotional connection to the brand for the target consumer.
- A new visual identity, packaging system and tagline were created to support the positioning.
- New copy was created to isolate each product into a specific category thus eliminating the consumer confusion that was negatively effecting brand growth.
- The new packaging system now supports a streamlined brand architecture for a growing portfolio of sports nutrition products.
- The new brand replaced the traditional Athletic Xtreme look both as a product and as the organization as a whole (the audit revealed that sales are driven by manufacturer reputation, thus the need to maintain some elements of the original product and organization name). Athletic Xtreme was be re-branded into AX, a highly refined premium brand with specific consumer targeting.
Result
After launching the new brand with targeted positioning, AX saw strong growth in its core markets immediately.
- AX sales increased 52% one year after the launch of the new brand, compared to 18% market growth.
- Energy products grew 250% one year after the launch.
- The number of retailer locations grew from 480 to 970.
Clients talk SMASH
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Bigger & Badder!
"the latest re-launch of the AX website exhibits the height of creativity and professionalism of the SmashTeam. You guys have done an excellent job of managing the entire creative process "
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SmashBrand ROCKS!
"They have been great to work with. Quick to respond and patient...they've gone above and beyond the call to help us get our new distribution package launched. The new logo and website look amazing and the rich content music player totally kicks major ass!"
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Industry Pros
"I have used many designers and design firms over the years - but never have I seen such brilliance & professionalism in a large scale brand launch with so much being asked of them."
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Holy sh@t!
"these guys are unreal . . the creativity they have is truly unmatched. Smash brings it everytime and continues to blow my mind. I will never use anyone else!"
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Expect only the Best
"I expect only the absoulte best in quality, creativity & speed when I start a project and SmashBrand exceeds what I thought was possible. Very rare indeed!"
Let's Smash Something Together
We get a lot of emails and calls from various clients, job seekers & those who are just curious and we welcome all contact. Give SmashBrand a call today to start SMASHING.
SmashBrand LLC. / PO Box 402, Eden, UT 84310 / T (888) 819-5639 / @smashbrand.com