El deporte de ser tú mismo

Upgrade, the isotonic beverage brand from the San Benedetto group, aimed to position itself as the ideal choice for those seeking balanced hydration and improved performance in their sport or active lifestyle, without pressure or demands. All of this, while not forgetting that Upgrade is an isotonic drink based on mineral water.

To position Upgrade in a more accessible and less competitive sports environment, we chose the mountain as a key symbol. A space that represents challenges, but also the serenity of enjoying the journey and the satisfaction of reaching the goal. A place associated with peace, endurance, adaptability, and courage. Upgrade wants to be the brand that takes you where you want to go, without limits, but without pressure.

The choice of sports like hiking or trail running was essential to our strategic focus due to their authenticity, sense of achievement, accessibility to different physical conditions, and the versatility they offered when communicating the various products in the range.

Thus, the new brand positioning was born, under the claim: "THE SPORT OF BEING YOURSELF." A message linked to an active lifestyle, but without demands, that aims to democratize sports.

To reinforce this message, we chose Trails Denes de Morella as the ideal setting for brand sponsorship, a location that reflected everything Upgrade sought to communicate.

Sponsoring the race allowed us to begin establishing a presence in this sports arena, increasing brand visibility and showcasing the rebranding.

The development aimed to create an advertising piece that, through various brand elements, could give Upgrade visibility among its primary target audience. We utilized elements such as the finish line arch, banners, tarps, displays, and coolers—all featuring Upgrade's new image.

The advertising piece was distributed digitally, supported by a series of branded content pieces that told the stories of the two runners chosen as brand ambassadors.

Additionally, several trail-running influencers created content in reel and story formats for their profiles, incorporating Upgrade into their routines and highlighting the benefits and variety of the isotonic beverage.

The Upgrade campaign was a success, achieving excellent results across various media.

Over 750 runners had the opportunity to try the entire range of Upgrade products.

More than 560K views on YouTube.

We reached over 3.5M users.

Over 7M impressions from both branded and influencer-generated content.