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GoGo Squeez is break dancing its way to a new brand image.<\/p>\n
The snack brand, best known for its squeezable applesauce pouches, has largely come to be associated with babies or toddlers, but its latest product and marketing push is meant to tap into a slightly older, more active audience.<\/p>\n
To help grow the brand beyond its original target demo\u2014households with kids ages six to 12\u2014GoGo Squeez designed a new fruit blend with electrolytes that\u2019s meant to be used as a sports snack, and to promote it, the brand has partnered with Logan \u201cLogistx\u201d Edra, who\u2019s competing in the first-ever Olympic breaking event\u2014the competitive form of break dancing.<\/p>\n
\u201cWe\u2019re on a journey to age up our brand,\u201d CMO Mark Anthony Edmonson told Marketing Brew. \u201cWe are now seeing young adults and teens recognizing that this is something that they missed out on,\u201d he later added. \u201cThey forgot about us, and now they\u2019re returning back to the brand.\u201d<\/p>\n
The idea to associate with sports came about after Edmonson\u2019s team noticed that consumers were using the product while they were getting active, like bringing it on hikes or bike rides. Beyond that, some sports nutritionists the brand was working with mentioned recommending it to clients, and the team spotted it on the sidelines of some professional sports games, he said.<\/p>\n
Breaking is certainly one of the lesser-known Olympic sports, but that\u2019s one of the reasons GoGo Squeez was drawn to it, according to Edmonson. In addition, breaking is popular among the brand\u2019s new target audience of teens and young adults, he said.<\/p>\n
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\u201cWe\u2019ve always been an innovative brand,\u201d he said. \u201cWe wanted to partner with a sport that was the first, and something that could actually be big.\u201d<\/p>\n
GoGo Squeez signed Edra because she\u2019s already made waves in breaking: She started breaking when she was seven, and now has multiple world championships under her belt, including the 2021 Red Bull BC One World Final. Even better, she was also already a GoGo Squeez consumer, Edmonson added.<\/p>\n
While GoGo Squeez isn\u2019t an official Olympic partner, there\u2019s no question that the event helps bring brand interest to niche sports when they\u2019re in the limelight every four years.<\/p>\n
GoGo Squeez\u2019s work with Edra is part of its \u201cFun-damentals\u201d campaign promoting the new sports pouch. It includes a video ad running on social set to an original song created for the brand by Gen Z rapper and actor Connor Price, which shows young adults participating in sports like basketball, skateboarding, and pickleball.<\/p>\n