Straight Up Energy launches via Reconnected

By AdNews | 1 August 2023
 

Fresh off launching in June, Reconnected launched a new brand into the Australian energy drink market - Straight Up.

Straight Up is shaping as the seltzer of the energy drink category. Straight up is understated, refreshing and self-aware. It debuts a world first energy drink innovation by infusing the liquid with Senactiv. Senactiv is a muscle-energy stimulant more commonly found in leading exercise supplements.

Jake Sherriff, Straight Up co-owner, said among one of the most competitive categories on the planet, partnering with Reconnected to craft a rigorous but simple business, brand and product narrative was business critical.

"Together we have already opened commercial doors we weren’t expecting this early via the laser-focused positioning and brand," said Sherriff.

Romalie Casini, energy drink buying lead at BP, the first major to range Straight Up, said the company is thrilled about the potential of Straight Up and believe it will further strengthen its offering in the energy category.

"The brand looks fantastic, and we are impressed with the team's focus on meeting a growing, relevant energy need," said Casini.

Jake Ford, owner of Reconnected, said he and the agency feel very fortunate to have been trusted with creating Straight Up.

"The Straight Up team have had a focused commercial roadmap across their business and that clarity and transparency has allowed us to set up marketing to deliver value across the four P’s," said Ford.

"It’s a dream relationship for us as we begin to scale."

Sherriff said the commercial and category rigour that the team at Reconnected based this brand within gave the team confidence to push the brand further than it imagined.

"For us to be competitive, it made rational business sense to be emotionally disruptive and visually brave," he said.

Julia Spencer, creative director at Reconnected, said Straight Up is the kind of brand that presents boundless creative opportunities.

"Brave, new and self-aware. We think the fluorescent world of energy drinks is ready for a real shake-up, and we can’t wait to see what fizzes out," she said.

Reconnected is the strategic and creative partner that conducted research, product positioning, retail engagement strategy and brand development.

The work has come to life across packaging, sales presentations and their website. The launch’s focus is building the brand retail-out across in-store, retail media, Tik Tok-first social, and various consumer activations across the calendar.

Straight Up will be ranged in BP, a variety of independent retailers nationally, before heading to grocery and on premise later in 2023.

 

Credits:

Reconnected

Creative Director, Julia Spencer

Art Director, Ben Morgan

Account Director, Gio Napoli Motion Director, Erik Bernacchi

Director, Jake Ford

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