Motard is a brand new energy drink brand that is aligning itself with the values of youthfulness, an appreciation for motorcycle culture and the encouraging of norm-breaking behavior. The brand has signed up to be a sponsor of the Aspar Team at the MotoGP World Championship.
Motard truly puts its money where its mouth is when espousing its street cred to the motorbiking community -- a percentage of its profits are donated to a range of special initiatives that promote road safety for motorcycles. Even the look and appearance of the products are designed to align with motorcycle aesthetics.
This new energy drink is a fine example of branding done the right way, with everything from design, partnerships and corporate social responsibility endeavors making it appeal to the motorcycling community that it is looking to tap into.
Motorcycle Culture Beverages
This New Energy Drink Appeals to Motorcycling Enthusiasts
Trend Themes
1. Motorcycle Culture Beverages - Energy drinks that cater to motorcycle enthusiasts are a growing trend.
2. Brand Activism - Motard's commitment to donating a portion of profits to road safety initiatives is an example of brands engaging in social responsibility and activism.
3. Partnering with Sports Teams - Motard's sponsorship of the Aspar Team at MotoGP World Championship is a trend that energy drink brands are using to align with sports teams and events to reach their target audience.
Industry Implications
1. Energy Drinks - Opportunities for disruptive innovation in the energy drink industry include appealing to niche markets like motorcycle enthusiasts and partnering with sports teams to maximize brand exposure.
2. Motorcycle Culture - The success of Motard shows that there is potential for other companies to create products and initiatives that align with motorcycle culture values and aesthetics.
3. Corporate Social Responsibility - Brands that prioritize social responsibility and activism, such as donating profits to special initiatives, have the potential to gain consumer loyalty and differentiate themselves from competitors.