Joyburst is collaborating with Disney and Pixar ahead of the upcoming film Inside Out 2, which is set to debut in theatres in June.
The low-cal beverage brand will reveal new promotional packaging prominently featuring characters from the animated feature, in three flavors: Peach, Watermelon and Strawberry-Lemonade.
“Having our young brand associated with powerhouse names like Disney, Pixar and Inside Out 2 is instrumental in piquing customer curiosity and encouraging the trial of our product,” says Joyburst founder and CEO Brad Woodgate.
Woodgate tells strategy that point of sale is “critically important to draw attention to the product.” Joyburst Hydration products are available for online purchase in North America, as well as in Costco, Walmart, Parkland and various others retailers, to ensure fans can broadly access the collaboration. The brand is using specially designed floor stands designed to stand out in stores, he adds.
The biggest in-store tactics Joyburst is deploying include store sampling and participation in the upcoming health and wellness events. There will be specially designed signage for sampling stations, as well as for the products themselves..
“We think that [liquid to lips] is the most important strategy as we firmly believe in the trial of the product,” Woodgate says. “We went through a painstaking product development process [with] hundreds of different iterations and several rounds of consumer trials before finalizing our formula.”
The brand’s taste and product benefits, with multivitamins, electrolytes and superfood lion’s mane are a “huge differentiator,” Woodgate adds.
The brand is also holding giveaways, sweepstakes, influencer programs and activations, some of which are organized by Joyburst, others in collaboration with Disney marketing teams. The beverage brand will also participate in the red-carpet event in Los Angeles and Toronto at the Inside Out 2 premieres.
Joyburst, in keeping with its brand positioning, promises to be activating “various acts of joy and kindness throughout North America” with different XM and social tactics revealed on its social handles throughout May and June, including “Natural Joy Day.”
The competitive set, Woodgate says, is most likely Biosteel, but he notes they tend to skew higher on males, while Joyburst seems to have a slightly stronger positioning for women.
Being listed first in big-box stores like Costco and Walmart and having Home Shopping Network integrations really allows it to develop a broad reach very quickly, he explains, while moving large amounts of product in a short amount of time.
That said additional confirmed retailers confirmed include Metro, Sobeys, and the Sobeys-owned convenience chain in Atlantic Canada, Needs.
The target, Woodgate says, is largely women who are leading active lives and who invest in moments of self-care. Communications support is by NKPR.