Adrenaline - Bold+Beyond

Challenge

Adrenaline Rush, the market leader in the energy drink segment across Russia and CIS countries, needed to maintain its leadership position amidst increasing competition and evolving consumer expectations. The challenge was to refresh its portfolio design to enhance on-shelf visibility, communicate premium quality, and better connect with consumers across multiple occasions, from performance-focused energy to indulgence and gaming.

Objectives

Strengthen the Adrenaline Rush core lineup’s position in the “Perform & Boost” demand space.
Enhance the premium look and feel of the brand, ensuring clear visibility for both core and non-sugar variants.
Upgrade the flavor range with a focus on indulgence, tapping into new energy drink occasions.
Amplify the appeal of the Game Fuel lineup by highlighting its functional benefits and aligning with high-affinity gaming energy moments.

Solution

Core & Non-Sugar Lineup
- Redesigned to reinforce Adrenaline Rush’s position as the go-to energy drink for performance and boosting.
- Elevated the premium aesthetic with sleek black and white packaging, making the non-sugar variant stand out.
Flavor Lineup
- Revamped the flavor portfolio with a more indulgent and appealing design, emphasizing vibrant visuals and bold colors to highlight the taste experience.
- Leveraged energy territory cues to connect flavors with indulgence and enjoyment.
Game Fuel Lineup
- Introduced a futuristic, dynamic design tailored to resonate with gamers and highlight functional energy benefits.
- Enhanced packaging with tech-inspired graphics and vibrant blue hues, activating high-energy gaming occasions.

Results

Improved Perception: Achieved a +15% uplift in premium look and feel, boosting consumer appreciation for the brand’s overall design.
Increased Purchase Intent: Enhanced on-shelf visibility led to a +10% increase in purchase intent across the portfolio.
Category Leadership Reinforced: Cemented Adrenaline Rush’s leadership in the energy drink category by offering a streamlined, visually striking portfolio tailored to multiple energy occasions.

The Adrenaline Rush redesign demonstrates how strategic portfolio restaging, combined with innovative design, can unlock new growth potential while maintaining market leadership.