ABOUT

Following on from the launch of a new brand tagline in 2021, Reign had big plans to continue the evolution of the brand and showcase just what sets them apart from other energy drinks on the market. The #ReadyToReign PR campaign launched in January and featured a cross market call-to-action to hero Reign’s impressive athlete roster, such as world’s strongest man Tom Stoltman and MMA champion Cris Cyborg and show how each of them are living the Reign mindset every day and tell their in-depth stories.

The #ReadyToReign campaign showcased these world-beating athletes in raw, emotive documentaries that drove awareness for Reign and showed consumers exactly what the brand stands for and the incredible stories via standout content that are pinned to the athletes representing the brand.

WHAT WE DID:

Brandnation delivered a bespoke media plan for each of the Reign athletes to support the launch of the new content series – integrating the branded content into earned media articles across top tier national and consumer media.

Brandnation secured additional media interest through coordinated interviews with Reign talent such as world’s strongest man Tom Stoltman, who candidly explained his turbulent journey to the top. The team then worked closely with key press and media publications to drive feature-led coverage off the back of athlete interviews while continuing to increase consumer exposure to the Reign brand.

RESULTS:

The #ReadyToReign campaign generated significant interest in the brand and continue to increase brand exposure to UK markets. Our sports team pitched each individual documentary for each Reign athlete to ensure that campaign coverage was featured across titles including SportBible, The Sun and MailOnline.