Support the retail debut of PHX Hydration Energy with a fast-moving sampling campaign designed to drive trial, build awareness, and ultimately increase purchase across key launch markets. The program needed to introduce PHX’s unique “hydration + energy” positioning to active, wellness-minded consumers while creating enough visibility to make a new entrant stand out in the crowded energy category.

THE EXECUTION

Activated across Cincinnati, Columbus, NYC and Boston

Deployed branded black Rivians and local street teams for high-volume, guerrilla-style sampling

Targeted college campuses, fitness communities, festivals, high-traffic neighborhoods and retail corridors