A Successful New Category Launch
When Skratch Labs introduced its Everyday Drink Mix, the challenge wasn’t just launching a new product; it was introducing a novel way to think about hydration.
Everyday Drink Mix (EDM) wasn’t a performance supplement. It was a low-calorie, unsweetened electrolyte drink with a squeeze of real fruit juice, designed for endurance athletes who wanted smart daily hydration, not another gel, powder, or training-specific supplement. Positioning it in the health and wellness space meant reaching beyond the traditional endurance media bubble.
So that’s exactly what we did.
We pitched media members across endemic, stretch, trade, and emerging audiences — casting a wide net with precision. From those pitches, we placed 62 samples with key contacts, focusing heavily on endemic and stretch outlets where trust and credibility matter most. Within the launch window alone, that sampling effort generated 45 pieces of coverage — a 73% sample-to-coverage conversion rate that reflected both the strength of the product and the relationships we’ve built in the space
Beyond pitching and sampling, we helped Skratch Labs do what they do best: bring people together around food. We coordinated a brand-hosted VIP event at Skratch Labs’ flagship store and restaurant, where 12 key media and athletes experienced the brand firsthand over a real meal with the people who built it. Several attendees sat down for one-on-one interviews with founder Dr. Allen Lim. Face-to-face moments such as this are what turn a one-time product review into an ongoing editorial relationship.
The momentum continued well beyond the launch. Everyday Drink Mix was named Runner’s World: 2024 Gear of the Year — including prominent placement in the article’s hero image — along with Editor’s Choice awards and ‘best-of’ recognitions throughout the year. By the end of 2024, EDM accounted for 11% of Skratch Labs’ total annual coverage, contributing to 5.4 billion impressions. For a new product entering a crowded hydration category, the launch was successful and had a lasting impact.