BodyArmor Edge Kicks into 7-Eleven

BodyArmor heralded the arrival of its new BodyArmor Edge sports drink line at 7-Eleven by running a program designed to appeal to the c-store's multicultural, Millennial shoppers and sneakerheads alike.BodyArmor Edge began rolling out to retailers in February and March in four flavors: "Berry Blitz," "Tropical Chaos," "Power Punch" and "Orange Frenzy.” Developed with the same coconut water-based formula as BodyArmor Sports Drink, BodyArmor Edge provides more than 1,000 milligrams of hydrating electrolytes plus 100 milligrams of caffeine. Available in 20-ounce bottles, BodyArmor Edge is also formulated with natural flavors and sweeteners and no colors from artificial sources.The brand worked closely with 7-Eleven to create a bespoke program that was built on an exclusive sweepstakes intended to engage consumers who collect and trade sneakers as a hobby — often called sneakerheads. Like most collectors, sneakerheads are always on the lookout for the latest custom collaboration and are willing to spend thousands of dollars to obtain a coveted rare pair of sneakers. The subculture also has devoted festivals and news sources, such as Sneaker Freaker magazine. Running March 1 through April 30, the sweeps awards a grand-prize winner $15,000 and a custom pair of BodyArmor Edge-inspired sneakers designed by celebrity high-end shoe customizer Dominic Ciambrone and his footwear and apparel brand The Shoe Surgeon. Five first-place winners get a year's supply of BodyArmor products. Shoppers enter via a microsite within drinkbodyarmor.com. The brand has amassed 33,000 sweeps entries as of April 1.The program is supported with a marketing plan, designed to drive awareness and foot traffic to 7-Eleven. The plan includes:custom account-specific product shippers, clings, and case cards.social media support by multiple sneakerhead social influencers.radio spots across key marketssocial media video posts on Instagram and Facebook amplifying the promotion and featuring brand partners, National Basketball Association player, Ja Morant, and National Football League quarterback, Kyler Murray. BodyArmor is being strategic and budget conscious with its targeted social media campaign. The brand is targeting shoppers with social media posts if they are within a 3-5 mile radius of a 7-Eleven store that is among the retailer’s top 1,000 stores for selling BodyArmor SKUs.BodyArmor Edge has been reportedly outselling competitor sports drink brands Gatorade Bolt24 and Powerade Ultra from a velocity standpoint since launch.

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