Case Studies

How Marketing Bee gave Staminade sports drink a burst of energy.

Manufactured in Sydney, Staminade is an iconic Australian sports drink for hydration, replacing electrolytes and maintaining energy. It’s Australia’s original sports drink, in a sports obsessed nation! Staminade appointed Marketing Bee’s Food Hive to update the brand across all their digital marketing. We relished the opportunity to vitalise this iconic brand - we’re in the energy business too. We applied our skills to produce a dynamic refresh of all content and communications. Staminade needed new conversations to communicate key benefits, grow its position as a premium choice, and celebrate its unique position in the sports drink category.

The Market Strategy
  • A total refresh of text, graphics, imagery and photography.
  • A dynamic redevelopment of the website
  • Applied Social Media campaigns across Facebook and Instagram
  • Selected Influencers and created Influencer campaigns

Staminade provides energy and a sustained, more effective performance. Significantly, Staminade is a sports drink that works with the body. It doesn’t make you jittery or cause the unpleasant crash-and-burn effect of many drinks in the category. After a market study of other brands and how Staminade is perceived in the marketplace, the new digital strategy was put in place.



To increase engagement, we targeted major user categories including cycling, running, beach sports, and gym users – with specific blogs, news and performance advice.

A New Positioning

The new messaging was built around the positioning ‘hydration – first aid for everyone’. It stakes a powerful claim about support and recovery in all categories. Importantly, it also positions Staminade as the first choice. We also signal it’s not just about physical exertion because the drink also provides the perfect amount of energy needed to pursue an active lifestyle or to simply get through a busy working day. And the mix-it-yourself convenience means it’s always on hand. Also highlighted were Staminade’s other benefits like its great economy, green credentials (less plastic) and flavour range.


To support the fresh positioning, Food Hive produced new studio photography featuring an athlete in the gym and outdoor environments. A series was also taken showing how to use the products.

Social Media

The Food Hive produced a raft of new adverts and strategic campaigns across Facebook and Instagram. We also selected Influencers and created Influencer campaigns. The Food Hive is now the national agency for Staminade across the retail network including Coles and Woolworths.

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