Activate Drinks

Successfully launching a new beverage with marketing

It began with an idea

At first, it seemed like nothing more than an intriguing gimmick — a cap that featured a moisture-resistant compartment inside where ingredients could be stored and released before drinking. Nice idea. But as we began to research the benefits of keeping the active ingredients separate from the water, we realized we could position Activate to own an entirely new vertical.

The research led us

According to the research we conducted with Covance Laboratories at the University of Wisconsin, vitamins and other healthy ingredients lose their potency sitting in water. By storing the active ingredients inside the unique cap, separate from the water, the ingredients stayed powerful and fresh. The concept had massive potential. We needed funding to make it real.

Bringing the brand to life

The investor presentation LeeReedy developed had three core elements. 1. A positioning story and accompanying tagline ("It's hid in the lid") with research to back up the unique segment we wanted to own. 2. Slick, rendered visuals of the packaging we designed. 3. An exact plan to ensure the beverage launched in a calculated, yet profitable way.

They bought in

Through personal connections and networking, meetings were solidified with some of the most influential players in the beverage industry. The reaction to the package presented was no less than phenomenal. These industry leaders, who encounter a new beverage coming to market nearly daily, not only offered Activate bottling and distribution partnerships, but bought into the concept financially — including Haralambos Beverage Company, the largest distributor in Southern California who was largely responsible for the success of Glauceau's Vitamin Water.

Activate is currently being sold in Los Angeles, with distribution moving to NYC, then the rest of the country. Want to successfully launch your beverage? Drop me a note and we can talk about where to begin kreedy@leereedy.com.