15 Sep 2014 12:09:49 PM
(“This is Xyience 101″…holy crap, that is still hilarious to me.)
Xyience — the sports nutrition and energy drink company that has been a prominent sponsor of the UFC since 2006 — has been sold to beverage company Big Red Ltd., according to MMAPayout. Though Big Red will continue to seek out the sports demographic for advertising Xyience and its energy drink brand Xenergy, the company has decided to end Xyience’s sponsorship of the UFC.
In an interview with BevNet, Big Red CEO Gary Smith explained that the decision was made as part of a new strategy that will see Xyience target a broader range of health-conscious consumers, like Crossfitters and marathoners. “I’m just gonna soften it up a little bit,” Smith said. “Make it a little less hardcore than the image that it’s got today.”
I’m no marketing genius, but let me explain something, Gary: This guy buys energy drinks; this guy does not. These guys buy energy drinks; these women do not. I’m tellin’ you bro, throw all your advertising dollars at meatheads and gay club kids.
According to BevNet, Xyience is by far the largest brand that Big Red has acquired, with approximately $45 million in annual sales, not incuding “vendors like gymnasiums and GNC- and Vitamin Shoppe-type stores, where it has claimed robust growth.”
The brand also carries some unfortunate baggage…Read More DIGG THIS