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The Challenge

The performance beverage aisle is saturated—with caffeine claims, energy hype, and lookalike packaging. F3 entered as a dual-function product line built around mental performance, not just physical energy:

F3 Energy: Clean, sustained energy for outer performance.

F3 Mood: Calm, focused clarity for inner control.

Premium-priced. Zero brand awareness. Launching directly into hundreds of C-stores, wellness shops, and specialty retailers nationwide.

I was brought in to architect the strategic positioning and foundation that would position F3 to compete not just for shelf space—but for mindshare—in one of the most competitive beverage categories in the world.

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My Strategic Approach

National Brand Mindset from Day One

I treated F3 like a national player before the first can hit the shelf—building a brand framework designed for credibility, scale, and speed.

Brand Positioning: Clarity-First Performance

I developed a positioning platform centered on mental clarity as the differentiators. No chaos. No crash. Just command. This guided messaging, creative direction, and retail activation. Check out the Brand Guidelines I wrote here.

Portfolio Architecture

I defined how Energy and Mood worked as complementary products—external mastery and internal clarity—unified under one overarching brand idea.

Retail-Ready Messaging‍

I created segmented messaging tailored by channel, audience, and region—whether reaching yoga-goers in boutique wellness shops or jobsite pros in C-stores.

Geo-Targeted Campaign Planning

I designed a media approach where digital and paid activations aligned directly to the retail footprint, audience intent, and behavioral triggers.

Field & POS Toolkit

I oversaw development of in-store activation assets—shelf talkers, cooler decals, flavor guides, and display kits—making it easy for retailers to launch and promote.

Influencer Activation Strategy

I contributed to an influencer program with a 20M+ combined reach across wellness, lifestyle, and performance categories, ensuring credibility and buzz in key markets.

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The Results

300+ retail locations live at launch.

Complete POS toolkit deployed coast to coast.

High reorder velocity driven by audience-aligned messaging.

Brand scored high on clarity, confidence, and control in retailer and consumer feedback.

Launch system built for rapid scale without sacrificing positioning integrity.

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Why It Matters

F3 didn’t compete by shouting—it won by showing up smart.

With a brand-first system, segmented creative, and multi-location precision, I positioned F3 to scale rapidly while championing a conversation missing from the energy drink aisle: mental health as performance fuel.

A "crazy idea" written on the CEO's whiteboard in an early meeting matured to an industry-changing positioning.
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