Popping A Tab on Branding

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When you think about work gloves, a Goji Berry energy drink probably doesn’t come to mind. But for El Segundo’s Ironclad Performance Wear, the combination fits like … well, a glove.

The Ironclad Energy + Hydration drink hit convenience stores in summer 2009 and has since found a thriving market among a niche customer base for the company’s work gloves.

It’s what Ironclad Chief Executive Scott Jarus calls the “industrial athlete.”

“It can be a contractor, construction worker, even a do-it-yourselfer,” said Jarus. “The truth is if you watch them throughout the day, they do spend a lot of time drinking to hydrate and get their energy levels back up.”

Manufactured and distributed for Ironclad by Shadow Beverages and Snacks of Tempe, Ariz., the drink is advertised as a combination of an energy and hydration drink. Its primary ingredients include caffeine and taurine, two common energy drink supplements, but also electrolytes a la Gatorade.

“It’s a pretty unique combination of the two,” he said.

Ironclad is marketing the drink, which retails for $3, in convenience stores throughout the southwestern United States, using joint displays that also promote its gloves and work wear.

Demand for the drink, which is sold in 16-ounce cans and also comes in Black Currant and Citrus flavors, has exceeded Ironclad’s expectations. Now, Ironclad is considering new ways to leverage its brand, including development of an energy bar.

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