Challenge

Zero sugar territory in Russia Energy drinks category is very limited. Just few players are presented in the category (Total RSV: 3%*), however, growing tremendously Year on year (RSV growth +235% vs LY*)

On the other hand, “healthier than other” feature importance in brand preference structure for energy category is growing. sugar is one of the category “unhealthy” barriers.

Adrenaline Rush is not presented in the zero-sugar territory, that draws brand Mind share below the key competitor.

Solution

We’ve identified emerging consumer need toward permissible energy and consumer preferences in terms of taste expectations and crafted Adrenaline Zero Sugar lineup with outstanding taste and disruptive packaging, promising the same level of energy as in full sugar.

Results

Zero sugar lineup became 2nd biggest Adrenaline rush growth contributor vs previous year
+3% total Adrenaline Rush portfolio uplift
>90% consumers liked the design
>80% consumers liked the taste