Accéder au contenu principal

Heroic Sport: The first isotonic drink Made In France

Before getting into some brand details, let me explain you how I discovered the brand Heroic Sport. It is quite a funny story ! A few days ago, i was watching a football match between Paris Saint-Germain and Liverpool. As a PSG team fan plus, a millennial, one of my post match ritual is to check all Instagram accounts related to PSG. So I started to stalk different team players, including those on the team bench.
And here comes the turn of Lassana Diarra! To be honest, I did not know a lot, if nothing at all about him. Well, I knew at least that he plays in the French Football Team. As you can imagine, it is almost mandatory to know all French team player names in 2018, even those who were not in Russia.

Let's go back to the point! I saw on one of his post some sport drink bottles. Naturally, since I contribuate to this blog, my interest in this kind of drink has tripled. So I clicked on the page @heroicsportdrinks mentioned in the caption. Here it started to be very interesting! What I discovered is that Lassana Diarra was not just advertising the brand as a partner but that he is in fact the one and only creator of the brand.
Source: Yahoo!Sport
At that point, I knew that it would be a good topic for my next article.
Now that you know the little story behind my discovery, I will give you insight into Heroic Sport.
The brand was launched in July 2017. Apparently, the football player did not like the taste of sport drinks he used to drink in the past. That is why he decided to create its own sport drink. The aim of Heroic Sport is to increase water absorption and maintain the performance during a physical effort. 

To increase its notoriety and make people know about his new brand, Lassanna Diara made an impact by collaborating with the NBA (National Basketball Association in the United States) in May 2018.
Aside from this collaboration with the well-known Basketball association, Heroic Sport is associated with the British football team West Ham United, MHSC (Montpellier Hérault Sport Club) and the French BasketBall Team Levallois Metropolitans. 
On top of that, Heroic Sport announced its new partnership with Le Stade de France, The French official rugby team at the beginning of December 2018. It looks like they are trying to differenciate themselves from the main sport drink brands which are mostly associated with football and basketball. 

Clearly, the main strategy of the brand to increase its awareness is to collaborate with sport clubs.
It is also a way to reaffirm its Frenchy touch! As of now, 3 of its 5 partners are French. What I find very interesting here is that Heroic Sport Drink is the first isotonic drink Made In France.

Source: SportBuzzBusiness
A year and a half after its creation, the brand commercializes 4 different products. Basically, they all have the same bottle shape with the same benefits and objectives. The only difference is the taste:
- Red berries
- Orange-Pineapple
- Peach Tea
- Lime-Mint
And on top of that, Heroic's website claims that Heroic Sport drinks are free from any preservative or artificial colouring. The four drinks are created with natural aromas in partnership with the Research & Development teams of L'Usine Abeille, a well-known company in the French agri-food industry. 


It is a very good point for the brand. According to me, one of the main reason why sport drinks are not very popular in France is because of their chemical components. France may count a lot of athletes, sport drinks does not seems to be a major industry in the country.
The fact that Heroic Sport drinks are less chemical is very reassuring and promising.

All this to say that I truly believe that the brand has a big potential in the local market. They should not only target professionals but also individuals who practice sport, from beginner to advanced athletes. In the future, they should start to communicate through unknown persons.

If it is as good for the health as it pretends to be, we should all have a Heroic bottle in our fridge waiting for us after our sport session !
Lucie Lowe

Libellés :

Commentaires

Enregistrer un commentaire

Posts les plus consultés de ce blog

Perceptual map revealing concentrations and opportunities in the market

It is interesting to build a perceptual map in order to position the brands and allow the consumers and marketers to understand the market composition. As defined above,  we decided to create the map according to the brand position either as an Energy drink or a Performance drink and either they target sport or healthy position. This axis takes under consideration various factors: sponsorship; communication; website content; distribution points; target. Being clearer, the more the brands get close to the top of the axis, Sport oriented, means that they are deeply promoting drinks towards performance sports and athletes whereas Healthy oriented where brands tend to promote healthy way of life towards a more common target (not only athletes). Also, we added a third dimension, the brand size in term of market shares and brand recognition. This dimension allows to analyse how complex is the market sides for the close competitors and for the new entrants if some wants to p...
Enregistrer un commentaire
Lire la suite

Marketing strategy of Monster Energy

https://www.monsterenergy.com Among energy drinks, Monster Energy achieved a breakthrough in France due to a particularly intelligent marketing strategy in which motor sport and motorcycle enthusiasts occupy an important place. Monster Energy has unusual marketing and positioning compared with other energy drink company such like they would not pay too much on media or advertisement platforms for the marketing but through action sports, music, e-sports and game as well as the be seen everywhere Monster girls. Monster Energy was created in 2002, and the brand arrived in 2008 in Europe and until in March 2009 started to enter the French market. According to Stéphane Munnier, head of the French market, he said that the consumer public are the fans of this energy drink, they will wear our colours on by-products.  He adds that, until now, they have ranked second in the French market for energy drinks with a market share of 18%. Coca-Cola is responsible for the ...
Enregistrer un commentaire
Lire la suite

Coca-Cola Company strategically positioned to touch maximum consumers

Coca-Cola Company is one of the largest actors in the industry of the drinks and especially in the sport drinks. The group owns leadership positions across key categories. As seen in the article where we present the perceptual map of the sports drinks, Coca-Cola succeed to realise a very good marketing strategy. In fact, since years, the group is following a diversification strategy by increasing its portfolio through the creation and the acquisition of drink brands. Then, those brands are repositioned or more deeply placed in their position by the group using its knowledge and investing power.   In our analysed market we can mention Powerade, the performance drinks which has been launched by Coca Cola in 1988. The drinks historically compete with Gatorade, the Pepsi & Co brand. In 2007, Coca-Cola announced the acquisition of Glacéau, a maker of flavored vitamin-enhanced drinks, VitaminWater, and Burn energy drinks, for $4.1 billion. In 2014, the group acquired so...
Enregistrer un commentaire
Lire la suite