When sports legends like Bo Jackson and Johnny Damon team up with beverage industry all-stars, you get A-GAME, the ultimate in hydration. You also get extreme sell-in power and buyer interest.

The Altura team was tapped to redesign packaging and create a toolkit of content and assets for the national brand launch. And because of retailer buyer excitement, the new bottle had to be on-shelf in 3 months. The Altura team strategically designed breakthrough packaging that would stand out at shelf, while still holding true to category standards. From the easy-to-understand benefit callouts to eye-catching and flavor-forward bright gradients, these bottles were a huge win with A-GAME as well as beverage buyers.

Launch creative consisted of traditional digital, paid social and OOH, and all leveraged the foundational tool kit elements. Flavor-specific gradients and engaging product photography paired with strong copy ensured A-GAME launched with a win.