Prime Hydration

Congo Brands is the over-arching company with the majority of shares for the CPG brands Prime Hydration, Alani Nu Energy Drinks and 3D Energy Drinks. One small creative department creates all of the creative content, assets, digital advertising and packaging art for global operations. 

One of my main responsibilities for this brand was to keep the workflow processes, cross-departmental communications, and project management working smoothly between all teams, so that the creative strategy and vision was realized through the creation of assets and campaigns.

A particular campaign where Marketing and Creative partnered to create a hyped promotion for Prime to boost slower anticipated sales in Q2, 2024 was the Prime X campaign.

Strategy: Create a game with sequence under caps on a branded PrimeX, to create buzz causing increased sales of base flavors. In the month it was launced, Prime X boosted sales by 3.9% incrementally, though overall sales were down by the same amount. This campaign concept and product was out in the market within 3-months of concept and manufacturing.