Outlaw Beverage is an energy brand with a counter-culture audience. As CMO I owned the brand campaigns and built the athlete and artist partnership program that gave those campaigns someone to believe.
Energy drinks are a talent and culture business as much as a beverage business. Outlaw needed campaigns and partnerships that read as authentic to an audience that can smell a media buy.
Energy is dominated by brands with enormous media and roster budgets.
Counter-culture audiences reject anything that feels corporate-approved.
Partnership programs fail when they are logo placements rather than real relationships.
Built brand campaigns with an attitude the audience recognised instead of generic performance-energy language.
Athlete and artist partnerships chosen for genuine fit with the brand's audience and story.
Partner-generated material fed the always-on channels and kept the brand present between campaigns.
Three years of brand campaign and partnership programs, with the roster doing the credibility work that paid media cannot buy in this category.
Brand campaign program owned end to end for three years.
Athlete and artist partnership roster built as the brand's cultural proof.
Career track documented in the 2021 Nirvana appointment release.
Role, dates and context on this page trace to the sources below.