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Reconnected Marketing worked with Straight Up to develop a brand around the groundbreaking energy drink formula, Senactiv, aiming to disrupt the major energy drink market.
Straight Up achieved notable success through strategic and creative subversion of category norms, securing retail distribution and industry recognition.
successfully secured in BP
ranking start up in first two years
in Trend Hunder for innovation
Develop a disruptive brand around Senactiv that could stand out against major energy drink competitors and secure key retail listings.
With limited funding, we disrupted the energy drink market by pushing against its loud, masculine archetypes and bright colour schemes. This subversion helped tap into underserved audiences across convenience retail channels.
The strategy targeted female energy drink consumers, leveraging a down-to-earth, humorous tone. The minimalist visual identity disrupted the vibrant, over-saturated category while reflecting trends from alcoholic beverages like White Claw.
The brand name Straight Up was a natural extension of its no-nonsense, honest tone. The minimalist design and humorous manifesto wrapped around the can, making the brand stand out in retail. We expanded this through social media, web, sales materials, film, and PR to enhance the brand’s reach.
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