Client

Rip It Energy

Industry

Ask

Brand Awareness

The Challenge

Reignite a cult-favorite energy drink in a market dominated by billion-dollar brands.

Rip It had loyal fans—especially among military, blue-collar, and Gen Z audiences who cared less about celebrity endorsements and more about flavor, punch, and price. But in a sea of Red Bull, Monster, and Prime, it needed a new rallying cry.
The challenge:

  • Own the value message without looking cheap
  • Speak to a younger, digitally native audience
  • Launch new flavors and drive trial
  • Make Rip It feel like a club, not a commodity
  • Bring the same intensity online as in the can

The Strategy

Build a movement around the price point.

TMV leaned into what made Rip It different—not just its price, but its unapologetic attitude. We created a brand platform that said:
“Dollar Energy Club.”

More than a tagline, it became an identity.

This was for the hustlers, gamers, lifters, night-shifters, and mavericks who didn’t need hype—just high octane at a no-BS price.
We used the club concept to power social, influencer, and launch content, turning every sip into a statement.

The Execution

TMV drove the brand across every major channel:

  • Campaign Platform: Created and rolled out “Dollar Energy Club” across social, digital, product photography, and retail
  • Social Media Strategy + Content: Built high-volume content calendars full of bold graphics, hype drops, community polls, and meme-forward energy
  • Digital Advertising: Targeted Gen Z and core demo with paid social, display, and programmatic ad campaigns built for conversions and awareness
  • Product Launches + Photography: Shot full-scale campaigns for flavor drops with a gritty, punchy look that screamed personality over polish
  • Influencer + Ambassador Programs: Recruited a crew of street-smart creators—from fitness to gaming—to showcase real-world energy moments
  • Microsites + Sweepstakes: Created flavor vote sites, ambassador recruitment hubs, and limited-run promo pages to fuel CRM growth and participation
  • Retail Tie-Ins: Supported with in-store displays and geo-targeted digital campaigns tied to convenience and mass-market retailers

The Results

  • “Dollar Energy Club” became the core identity across all consumer-facing touchpoints
  • Drove social engagement up 5x in key months tied to flavor drops and ambassador pushes
  • Generated millions of impressions through UGC, influencer content, and paid digital
  • New flavor launches saw sell-through increases in under 4 weeks
  • Built a brand platform that made value feel badass—not basic

Do you know what you provide?

Contact TMV Group to discuss how we can craft a winning strategy for your institution or business.