Xyience relaunches, unveils new marketing campaign

AUSTIN — Zero-calorie energy beverage Xyience on Tuesday relaunched under the ownership of Big Red, revealing a new look and integrated marketing campaign focused on college football.

The marketing campaign will include in-store and online promotions and a TV commercial starring the brand’s spokesperson, ESPN “College GameDay” reporter Samantha Ponder, that will debut Sept. 7.

“As a new mom with a busy work and travel schedule, I used to rely on high-calorie lattes to get me through the day,” Ponder said. “That’s why partnering with Xyience is the perfect fit for me. No sugar, no calories and it genuinely tastes great. Xyience gives me the energy I need to be the best wife, mom and broadcaster I can be.”

Xyience will focus marketing efforts on targeting older millennial consumers (ages 27-37), who represent a segment with increasing consumption of energy beverages, the company said.

“Xyience is targeting the older millennial consumer that grew up during the energy drink boom and now drinks more energy beverages, especially zero calorie products, to keep up with everyday life,” Gary Smith, CEO of Big Red, said. “We believe that college football will appeal to a more mainstream audience and soften the brand’s extreme image associated with its former sponsorship of the Ultimate Fighting Championship.”

Xyience will offer eight flavors, including Cherry Lime, Mango Guava, Frostberry Blast, Blue Pomegranate, Cran Razz, Fruit Punch, Tangerine and Melon Mayhem.