20EVO, a globally renowned creative agency, has always been at the forefront of crafting powerful visual narratives that resonate with audiences worldwide. When XS, a leading player in the sports nutrition and energy drinks market, decided to refresh its brand, it was 20EVO they turned to. The collaboration between 20EVO and XS began years ago with the launch of an entire line of sports nutrition products, and their partnership has only strengthened over time.
Historical Context
Several years ago, XS made a bold entry into the sports nutrition market, augmenting its offering of zero sugar energy drinks. This move necessitated a global launch that could match the scale and ambition of this expansion. 20EVO was instrumental in facilitating this launch, organizing photo and video shoots across the United States and Spain, and producing a suite of marketing assets that elevated the XS brand.
The New Challenge
The most recent project took on an even bigger challenge: to refresh all assets of XS, and establish a unified, modern brand identity across both their sports nutrition and energy drinks products. The goal was to portray an elevated outdoor sports feel that would appeal to XS’s consumer base.
Approach and Execution
20EVO meticulously planned and executed photo and video shoots in locations all over California, capturing the rugged beauty and adventurous spirit of the state. These shoots produced a plethora of still images that would serve as the backbone of the refreshed brand.
Taking advantage of the European winter, 20EVO organized a shoot in the breathtaking Dolomites in Italy. This was a strategic move to not only capture stunning visuals but also to emphasize the global nature of the XS brand.
The crown jewel of this project was the production of a promotional video for a new type of energy drink from XS, boasting immunity benefits derived from natural herbs. Shot amidst the snowy peaks of the Dolomites, this video encapsulated the essence of the new XS brand – a blend of vitality, adventure, and wellness.
[+ symbol reveals a landscape of snow covered mountains. Text: Dolomites, Italy. A woman standing on The side of the mountain gets a FaceTime call]
Woman Skier: Hey, honey. How are you feeling?
Man on the phone: Not so great.
Woman Skier: I'll be home soon. I just need to climb this mountain
real quick.
Man on the phone: Okay, honey. Be safe. Love you.
Woman Skier: Love you.
Female Voice Over: The best adventures start with the right fuel. That's why XS Power Drink Plus is rich in a blend of vitamins.
[Two woman climbing a steep mountain]
Female Voice Over: Trade up to the only XS Power Drink in Europe with nutrients to combat tiredness. Plus maintain immune defenses. Experience more from your power
drink with built in immunity support for your fast paced lifestyle.
[The two women begin to ski down the mountain]
Female Voice Over: Pick up a can of the great tasting ginger, passionfruit flavored XS Power Drink Plus today.
[Amway Logo]Results
The outcomes of this collaboration were nothing short of spectacular. XS now boasts a unified and powerful brand identity that effectively bridges their sports nutrition and energy drinks line. The new assets, imbued with a dynamic and inspiring outdoor sports feel, strongly resonate with XS’s target audience.
The promotional video shot in the Dolomites has been particularly successful, garnering millions of views online and driving substantial consumer interest in the new energy drink. The visual storytelling achieved by 20EVO has not only redefined XS’s brand image but also set a new standard in outdoor sports marketing.
Conclusion
This case study showcases the power of strategic and creative visual communication in elevating a brand. Through a deep understanding of the brand’s ethos and the target audience’s preferences, 20EVO has successfully transformed the face of XS, propelling it towards greater heights in the competitive sports nutrition and energy drinks market.
