Toronto-based sports nutrition brand BioSteel plans to make its foray into the U.S. beverage market prior to the start of the '15 NFL season. The brand, which last month launched its first ready-to-drink bottled sports drink, is targeting Texas as its entry point. That is due in part to the presence of Cowboys WR Dez Bryant, the brand’s most visible endorser and whom BioSteel President John Celenza said the company plans to market itself around throughout the state. While Bryant will become a free agent following the current NFL season, Celenza is confident the Pro Bowler will remain with the Cowboys, allowing the company to proceed with the Texas-first rollout plan. Bryant, who officially joined Team BioSteel in September '13, has been an active promoter. A photo Bryant posted on New Year's Day featuring himself with Pro Football HOFer Michael Irvin and a bottle of the new BioSteel drink garnered more than 75,000 likes and 3,000 shares on Facebook, as well as about 850 retweets. The brand has also run promotions offering consumers limited-time discounts whenever Bryant scores a touchdown in Cowboys games, as well as contests to win Bryant-signed gear. Stars C Tyler Seguin and pro golfer Hunter Mahan, who lives in the Dallas area, also serve as BioSteel brand ambassadors, and Celenza said that both athletes will also have roles in marketing the Texas launch. He declined to comment on specific distributors, but said the drink will be sold in convenience and grocery stores, as well as gas stations. Beverage Digest data showed that during the first nine months of '14, sales of sports drinks in the U.S. were virtually flat, with two brands -- Gatorade and Powerade -- accounting for about 98%. Celenza, who described BioSteel as a "good-for-you Gatorade," touted the brand's sugar-free, all-natural formula as a competitive advantage over the established sports drink giants.
NORTH OF THE BORDER: BioSteel in December launched its bottled product exclusively at Mac’s convenience stores and Petro-Canada gas stations throughout Canada, as well as Couche-Tard convenience stores in Quebec. Celenza declined to share sales figures from the last month, but characterized the launch as overwhelmingly successful. The brand is expanding distribution of the ready-to-drink beverage to 5,000 stores across Canada within the next three months. The brand centered last month’s launch campaign on three of its Canadian endorsers: T’Wolves G Andrew Wiggins, Canadiens G Carey Price and OHL Erie Otters C Connor McDavid, who is the projected No. 1 pick in the upcoming NHL Draft. Wiggins and McDavid were featured on opposite sides of POS displays at Mac's and Petro-Canada locations, while the brand utilized Price’s image at Couche-Tard on similar displays, as well as beverage packaging. BioSteel has also bolstered its television presence, advertising around World Junior Championship games featuring McDavid, as well as TSN’s recently expanded slate of T’Wolves games. On social media, the brand has engaged followers through contests using #ConnorScores for McDavid’s goals in the WJC, as well as a guessing game for Wiggins’ point totals in his NBA games. Celenza said that the brand this summer plans to use McDavid to activate around the NHL Draft and Wiggins to activate around the Pan-Am games in Toronto. The two will also be featured in the brand's '15-16 ad campaign, which revolves around their "natural" athleticism as a tie-in to the natural ingredients in BioSteel products.
