PHASE 1 EDUCATE
PHASE 3 FASCINATE
W + K Provo
You’ve been lied to XOJO’s challenge is to separate itself from other sports drinks, establish a new protein category, and sell protein drinks to the everyday athlete. XOJO’S is the sports drink that is powerfully convenient and uniquely beneficial. It is the only NCAA-permissible ingame protein with the benefits of hydration, performance, and recovery.
EDUCATE Brochures and cases of XOJO will be sent to coaches and trainers across the country, accompanied by letters with a handwritten touch. SPECULATE The “You’ve Been Lied To” TV campaign will begin. The XOJO Games will be advertised on social media.
Keep Your Game Going
FASCINATE The XOJO Games is a 1-hour televised event on ESPN where high school coaches compete in a variety of American Gladiator-style challenges. Eventually, the series with feature NFL coaches and other all-stars. With product placement and local vibe, this event is infinitely scalable: it can become a web series or a weekly TV program.