Sharkies meet Tough Mudders: perfect sampling synergy

Markets: Atlanta, GA; Boston, MA; Cleveland, OH; Dallas, TX; Denver, CO; Lafayette, IN; Amherst, OH; Minneapolis, MN; New York, NY; Orange County, CA; San Antonio, TX; Vancouver, BC

Sharkies were developed by a triathlete who noticed what was missing from the energy rejuvenation market: organic sports chews.  At Tough Mudder obstacle course races (“The Toughest Event on the Planet!”), where participants try themselves against a 10-12 mile course designed by British Special Forces veterans, Attack! Stationed sampling tents, supplying competitors with energy and encouragement.

Why choose Tough Mudder?  First, it’s an ideal place to demonstrate a product that’s all about convenience and on-the-go usage.   Plus, presence at an event that represents the “ultimate” in fitness testing provides positive halo effects and social/viralization possibilities, especially since participants in these types of events are often key influencers in the fitness community, with some being trainers or coaches themselves.  And the Tough Mudder event schedule provided complementary penetration in important Sharkies markets.