Xyience Relaunches With Refreshed Brand College Football Marketing

AUSTIN, TX -- Big Red Inc. is reintroducing the Xyience energy drink line that it acquired in 2014. Xyience, which made its debut in 2006, is now available in eight zero-calorie flavors.

The relaunch includes a new look, logo and "power surge" icon, as well as an integrated marketing campaign leveraging college football. Television commercials promoting the drink star ESPN "College GameDay" reporter Samantha Ponder, the brand's new spokesperson.

Big Red is also repositioning the brand by pursuing older millennial consumers with the appeal of Xyience's taste and zero-calorie flavor portfolio. Energy drink consumption in the 27-37 age bracket is increasing, according to data compiled this year by Mintel.

"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," said Big Red chief executive Gary Smith. "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."

Austin, TX-based Big Red's signature red soda, launched in 1937, is distributed nationwide by the Dr Pepper Snapple Group, the Pepsi Bottling Group and independent bottlers.