Vitalon Foods: Super Supau – the sports drink that sponsored a pilgrimage

Super Supau, Taiwan’s leading sports drink, sponsored a traditional pilgrimage to connect with a new market as a way of countering population decline, resulting in a 2.6% increase in purchase intent.

Summary

Supau is Taiwan's no.1 sports drink. By sponsoring athletes, it has successfully engaged an audience of regular sports players.

Success has been aided by population growth. With regular sports participation at 21%, for every million that has been added to the population, the audience has grown by 210,000. But in 2019 Taiwan's population tipped into long-term decline and Supau's growth stalled.

There were few good options. Competing harder-to-gain more share would make Supau a bigger fish in a shrinking pool. Persuading people to do more exercise was laudable, but hard. Selling fluid replacement to light exercisers who rarely broke...

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