AMP Energy Chases the Competition with a Major Sampling Campaign

PepsiCo is backing a series of TV spots for its AMP Energy brand with a 25-market grassroots sampling campaign.

The theme of the overall campaign, What’s Next, plays on the idea of anticipation; that the expectation of the moment, say, before a surfer rides a big wave or a girl gets her first tattoo can be equated to the positive energy boost that comes from drinking AMP Energy, said Russ Jones, the president of Promotions Group West, which is handling the sampling work.

“That energy is more quality, more exciting, positive energy,” he said.

The energy drink business is highly competitive, generating an estimated $6.5 billion in 2008, according to Beverage Digest.

AMP Energy is No. 4 in market share (7.0), chasing category leaders Monster (28.8 share), Red Bull (27.5 share) and Rockstar (16.4 share), the firm said.

And the race is on. AMP Energy’s market share was up 68% in 2008 and the hope is to continue that momentum.

PepsiCo has “really gotten behind that brand in a significant way, promoting it aggressively and marketing it well,” John Sicher, the editor and publisher of Beverage Digest, said.

On the road, about 5 million 12-ounce samples of AMP Energy will be distributed, as well as millions of 4-ounce wet samples. At retail, AMP Energy sells in 16-ounce cans, but the 12 ouncers were created specifically for the sampling events, wrapped with colors that coordinate with the brand reps outfits from American Apparel. The words “AMP Up” are written across the front of the reps’ T-shirts and spoken at every turn. “Want to AMP Up?” a rep might ask.

“We are getting people to understand this is out there and it tastes good,” Jones said.

The Ford Flex is the vehicle of choice for the road trip, tricked out with foldout flat screens that air a series of 40 “influencers,” or people who have influenced pop culture with the AMP Energy target, 18-24 year old (mostly) males. Each of the local and national influencers was filmed in their element. Some of the influencers include: Han Cholo, a celebrity jewelry designer; Steve Aoki, a well-known DJ in the club scene, Tofer Chin, an artist and the Burton snowboarding team. Coolers hold the drinks and a Microsoft Zune player used as a portable DJ. The vehicles are also equipped with a wet bar for sampling.

At most of the larger national events, visitors can take their chances at a roulette wheel to win prizes created with partners like Skull Candy, Burton snowboards and American Apparel. Hit+Run is also on hand with its T-shirt screen-printing for people to select designs and have the T-shirts printed onsite. The American Apparel shirts are branded with both AMP Energy and Hit+Run.

The events and interesting things that happen during the stops are being filmed. Digital agency RGA will be repurposing that content to populate the site.

AMP Energy made its debut in 2001and comes in a variety of flavors.

Traditionally, AMP has used big endorsements, like Dale Earnhardt and the National Hockey League to push its message, so the sampling effort is a new front to make an impression on a more local, personal level.

“There was a real recognition of the fact that they needed to talk to those folks,” Jones said.