Competing with traditional energy drinks, the company found a space for customers who demand healthy ingredients. Additionally, they made a global repositioning and partnered with Amazon.
When Bruno Lima established a website in 2016 that focused on health, well-being, and peak performance, he had no idea that by the end of the following five years, he would be the CEO of a company that brought in annual revenues of BRL 160 million. Caffeine Army was founded as a response to the dearth of natural supplements available on the Brazilian market that were able to satisfactorily address the requirements of the wellness community, particularly in the areas of energy and concentration.
The initial funding, which was thirty thousand Brazilian reals (R$), came from equity. “Since then, we’ve maintained our growth on a bootstrap strategy,” said Murilo Allan, marketing leader at Caffeine Army, in an interview with InfoMoney. “launching a company from scratch” is another way of saying “launching a company from scratch.”
“In 2018, we innovated and introduced the SuperCoffee formula, thereby establishing the category of what some people refer to as super coffees or functional coffees. We would like to market SuperCoffee as an intelligent energy product that is based on coffee. We believe that we are in competition with traditional energy drinks, which do not care about the health of their consumers,” said Allan. “Our product is a healthier alternative.”
“They are products that contain a lot of sugar and/or a lot of heavy stimulants, both of which can lead to unpleasant side effects such as tachycardia, anxiety, or insomnia. In addition to containing no added sugar, SuperCoffee does not produce any negative reactions in the body. It is a unit of measurement for energy. The executive continued by saying, “Most importantly, a healthy dose of well-being.”
Nearly two million cans of Caffeine Army’s SuperCoffee, which the company claims is the world’s first Smart Energy, were sold in the year 2021. With a total of 2.91 million units sold, the target for this year is to increase that number by at least 900 thousand units, bringing the total to 2.91 million.
In addition to sales made through e-commerce and points of sale, Caffeine Army also has a subscriber club, which provides customers with benefits such as discounts, promotions, and free shipping. As a result, the company was able to reach a total of 450,000 customers in the previous year.
“When we say that it’s an intelligent product, what we mean is that there are 15 ingredients that have been specially combined with each other – which makes SuperCoffee an extremely versatile supplement.” The company’s marketing leader explained that for people who practice intermittent fasting, SuperCoffee can provide both energy and satiety without causing them to break their fast.
“The supplement is designed to stimulate focus and concentration in a way that is particularly beneficial for individuals who have ambitious goals and require a high level of performance at work. This product is an excellent pre-workout supplement that promotes high levels of physical performance for individuals who participate in physical activity. She came to the conclusion that the product had been crafted “so that each person lives their version to the fullest.“
Internationalization
Caffeine Army is already planning to expand internationally, and they are doing so with an eye toward the widespread renown that Brazilian coffees have traditionally enjoyed in other countries, as well as a bet on the unique selling points of their product. Recently, the company formed a partnership with Amazon in order to sell its SuperCoffees in both the United States and Europe.
It is not uncommon for us to get messages from people residing in countries other than Brazil through our channels, and for some time now, we have been aware of the demand for SuperCoffee. This year, we decided to start working with Amazon to distribute the product on a global scale, and we did so by entering into a partnership with them. According to Allan, “this is the first step towards our strategy for expanding internationally.”
Prior to that, the brand went through a process of repositioning, which included changing its identity in the form of a visual reorganization. This process also included the creation and integrated strengthening of the brand’s pillars, brand manifesto, new languages for social networks and landing page, and the design of 11 different packages.
Additionally, it introduced SuperCoffee 3.0 with an updated recipe. “Our mission is to build a worldwide community of millions of people who are committed to being the best versions of themselves. We wave the flag for wellbeing, and our goal is to improve people’s lives by providing resources that inspire balance in all of its myriad forms.
