Prentice’s Takeaways:
- Customers of challenger brands are agents of change.
- These customers are frustrated with the status quo, and Hugh and his team knew how to leverage this.
- At first, Ugly Drinks revealed the ugly truth about soda, then they used the platform to shine a light on gender inequality.
- The opportunity to engage with a fan-base who loathe the status quo is limitless.
Show Highlights
- Soda as we know it is dead
- Coconut water background
- Disrupting the beverage game
- Challenging the status quo - ‘punk attitude’
- Zero sugar, sweeteners, calories, artificial flavors
- Fun marketing
- Purple cow
- Authentic brand
- Positive rebel
- Greta Thunberg
- Digital marketing
- Feedback from consumers
- Company is young, consumers are young
- Ugly energy drinks
- Stand for more than selling a drink
- Consumer rebellion
- Soda vs. Sparkling Water markets
- Donating to charity
Resources
- Connect with Hugh on Twitter
- Connect with Hugh on LinkedIn
- Ugly Drinks Website