Value energy drink Emerge is aiming to reach new audiences and new heights with its 2014 marketing strategy, including student targeting.
Building on the brand’s record-breaking marketing campaign for 2013, which helped Emerge become the UK’s fastest-growing value functional energy drink, the 2014 strategy will see a continued level of investment in the brand’s profile whilst promising to raise the bar on creativity.
Perhaps the most adventurous element of the marketing mix, Emerge’s “Face in Space” campaign, will offer fans a unique and ‘out of this world’ opportunity to see their face in space by showcasing a photograph of themselves on a high-altitude weather balloon.
Designed to resonate with the brand’s core 16–24 year old target market, and promote the brand’s mischievous personality; the Emerge Space Programme will be supported with a combination of advertising, social media and experiential activities in addition to an on-pack promotion due to hit shelves in April.
Alongside this campaign and wider marketing, Emerge will also conduct a busy programme of outreach activity to ensure it speaks directly to its growing number of loyal student and gaming followers. For 2014, the brand will be launching a new student sampling campaign via HelloU which will see products placed in student starter packs to encourage trial and will be supported by a programme of wider marketing.
Helping to cement the brand as the go-to choice for the gaming community, Emerge has also secured sponsorship of Insomnia, the UK’s biggest gaming festival, as well as a high profile partnership with a top-secret game which is set to launch later this year.
Maintaining its position as the only value energy drink brand on TV; Emerge has also confirmed it has extended its contract with Channel 4’s 4Music Network (which includes the likes of Kiss, Kerrang and Smash Hits) with a summer sponsorship schedule set to hit screens from July.
Calli O’Brien, brand manager at Emerge, said: “We’re delighted to be embarking on another exciting year for Emerge, building on the brand’s success and further promoting our “Sorts You Right Out” message. By delivering daring and disruptive marketing campaigns we hope to firmly establish Emerge as a voice to be heard in the energy drink sector, whilst maintaining and growing the loyal following we currently enjoy long into 2014.”