148 Brands & Branding Brand Profile T hey may be professional athletes like John Smit, Tendai Mtawarira and JP Pietersen, or they may be everyday South Africans pushing the limits of physical endurance. Energade has been there to rehydrate, replenish and refuel. After years of in-depth research and consultation with specialists in the sports nutrition field, Energade was developed on the basis of providing the optimum levels of hydration and electrolytes for top athletes. To date, Energade has been tried and tested by South Africa’s sporting heroes, who still remain loyal to SA’s number one sports drink. The brand’s first-to-market status has made Energade synonymous with the term ’sports drink‘ as it was the first of its kind to hit South African stores way back in 1993. Energade has maintained its market leader position through continuous improvement on its product innovations, technologies and credible association with leading sports authorities and institutions, as well as endorsements by leading athletes and teams. The brand has been around for 16 years and despite rapidly changing trends Energade has always managed to remain on top of its game by ensuring that the brand is relevant and aspirational to its market. Energade aims to provide winning moments for consumers in all aspects of their lives, from being a proudly South African sports fan to conquering challenges on the field. Energade was part of the triumphant Springboks win in the 1995 Rugby World Cup and again in 2007. The brand will continue to build on those links with the Springboks and the MTN Energade Cycling team whilst supporting major South African sporting events, which include the Comrades Marathon, 94.7 Cycle Challenge and BSG Energade Triathlon Series. Over the last few years Energade has supported its pinnacle sponsors through exciting limited editions, which have proven to be very popular with its consumers. The recent British and Irish Lions rugby tour was commemorated by a special Springbok-green, apple/pear, physcool flavoured product. This has allowed Energade to embark on a creative campaign to further highlight its sponsorship of the Springboks as well as offer fans an exciting alternative in support of the tour. Energade is owned by Tiger Brands, one of the largest food and grocery companies in South Africa. Energade will continue to provide a quality product to South African consumers and remain true to its identity. It’s what you put in! Jelly energy The success of Energade is set to be recreated with the launch of new Energade Sports Jellies. Like its mother brand, Energade Sports Jellies is about delivering physical energy for people who push themselves and are determined to give of their best. Senior Brand manager, Sajidah Ali, explains that these scientifically formulated, fortified jellies are available in flavours that are already firm favourites amongst Energade drinkers: naartjie, grape, orange, tropical and blueberry. A source of vitamin C and electrolytes, the Sports jellies are naturally fat-free and high in carbohydrates. The jellies are available in 75g and 125g pack formats. “The 75g format is perfect for on-the-go consumption and ideal for sportsmen and women to consume before and during sporting events, providing them with the extra energy required to be on top of their game,” Ali says.