The industry leader no one had ever heard of.
For more than 50 years, Sqwincher quietly dominated the market for hydration solutions in industrial settings. But it was time for a new chapter.
In 2023, when we were tasked with launching Sqwincher to a consumer audience, we knew it was going to be an uphill battle against a couple of category giants.
Situation Together, industry giants Gatorade and Powerade accounted for a staggering 95% of the consumer market. While that remaining 5% consisted of a hodgepodge of undifferentiated, "me too" brands fighting over the big boys' scraps.
So even though Sqwincher had a huge presence in the industrial market, launching into the consumer market meant squaring up against two veritable Goliaths. We needed a clearly defined brand position to separate Sqwincher from the industry leaders and carve out their own slice of the audience.
Broad Daylight
Middle of Nowhere
Front Yard
Mom Approves
Perk Up My Pickle
Insight Instead of an overwhelming blitz of electrolytes like the 'Ades employ, Sqwincher's unique blend of electrolyte replenishment lets you enjoy it all-day without tummy troubles. Sqwincher isn't just for athletes. It's for everyone. This was the insight that kick-started the entire campaign.
Sqwincher is perfect for anyone who sweats. Ordinary everyday people, doing ordinary, everyday things like cutting the grass, taking the kids to soccer practice, or playing golf. Weekend warriors, rather than Monday Night Football stars. In other words, our strategy would be everything Gatorade and Powerade weren't.
Execution A great strategy was only half the battle. We also needed an authentic, attention-grabbing campaign that punched above its weight in order to drive the strategy home. Fortunately for us, we didn't have to look far. The name Sqwincher turned out to be a gift that was just too good to ignore.
Leaning into the weirdness, the implied bawdiness, and the ease with which it could mutate from noun to adjective to verb, we alighted on our punchy campaign theme. "I SQWINCH." Every ad focused on a different place or activity where one might want to Sqwinch, and leaned into the winky-nudgy nature of the resulting jokes.
160%
Increase in unaided brand awareness
10pt.
Net Promoter Score increase
50 Years of Hydration
Reimagining a legacy B2B brand like Sqwincher for the consumer market with a bold new creative strategy was an honor for the MV Team — and an unforgettable opportunity to drive real brand transformation
Maybe we can help you build—or blow out—a brand or campaign. Or maybe you just want to tell us you like our work. Either way, feel free to give us a shout. No pitch, no promises, no strings attached.
