Juvee
Creating the world’s first rejuvenation drink. Designed to power your play.
Energy drinks needed a refresh. Decades old formulas, antiquated messages pushing masculinity and extreme performance and flavors and ingredients that are mid. The world needed a new kind of energy drink that was better tasting and better for you.
So when I was tapped by the Founder of the gaming superbrand 100 Thieves to build and launch his own energy drink from the ground up, I got to work. Championing a new wave of playful energy, I led the creation of a brand world that’s fun and inclusive anchored by the insight that how you feel is just as important as what you do.
A playful new world.
As the Director of Marketing, I led all aspects of brand, creative and marketing
Content Strategy & Go-To-Market execution 📸
Brand Strategy, Positioning & Visual Identity 💡
DTC Experience 🛒. & Performance Marketing 🎯
Ready for launch 🚀
We launched Juvee to the world in true Gen-Z fashion, leaning into drop-culture mentality announcing and launching the product day and date.
The announcement went down in the most authentic place for gaming culture — Nadeshot’s Twitch stream.
The result? We broke the internet and our DTC sales were through the roof in less than 24 hours.
We kept the momentum going by bringing the brand to the epicenter of our fandom by throwing a weekend-long activation at TwitchCon, getting our product and brand in front of thousands of gamers.