CHALLENGE THE LEADER

Posted by | June 18, 2015 | Uncategorized | No Comments

Body Armor has just taken on category leader Gatorade to stake a claim for authenticity and currency. By contrasting sports old and new and challenging a brand that owns over 75% of the category, this is probably a no-lose for them. Challenger brands have a lot of room to grow in categories that are dominated by a single player. How do you look for and drive those opportunities?