Summary
• KA-EX® is a Swiss-engineered sports nutrition drink mix and ready-to-drink beverage designed as a fast-acting cortisol stress reducer for athletes, helping with post-workout recovery, improved sleep, increased energy, and better performance by lowering stress hormones.
• Trusted by professional athletes, it combines amino acids, electrolytes, vitamins, and bioactive compounds to support muscle repair, balance pH, and restore the body after intense training or stress.
• With limited brand recognition in the U.S., the challenge was to create awareness while also generating conversion and retailer interest - all within a concentrated window.
• MFG invested approximately $2M in the first Tranche to launch the brand in New York City and Los Angeles with plans to invest a further $3M to scale KA-EX in key other states.
• The campaign directly contributed to a 10x uplift in major B2B orders, secured distribution in 300+ stores, while Amazon daily revenue increased 10x from pre-campaign levels, with traffic and sales holding strong post-campaign.
Brief
KA-EX® set out to launch its brand in the United States with a bold ambition: to establish itself as the first fast-acting and clinically-backed cortisol stress reducer in a highly competitive wellness market. The campaign aimed to:
• Drive brand awareness for KA-EX® and its unique stress-reducing benefits
• Accelerate retail distribution across major U.S. cities and national e-commerce platforms.
• Prove commercial traction to secure partnerships with key retail and distribution partners.
Strategic Approach
With limited brand recognition in the U.S., the challenge was to create awareness while also generating conversion and retailer interest - all within a concentrated window. This first campaign was phased and executed across two major markets (NYC & LA) for a duration of three months.
1. TV and Streaming
Core visibility driver with placements on Tennis Channel (linear and streaming), especially during major events like the U.S. Open. Health & wellness streaming content on MVPD and VIX was geo-targeted to NYC and LA. The TV Ad Spot was produced by Particle6, a MFG Media Partner and AI Creative Studio.
2. Print + Digital
A takeover of the NY Post (front, back, and inside covers) distributed near gyms and parks aligned with fitness-focused consumers. Newsletter and branded content placements in New York Sports & Morning Report to build frequency.
3. Out-of-Home (OOH)
Bus shelters in high-traffic areas (gyms, parks, grocery stores like Whole Foods and Central Park) to convert awareness from TV into retail demand. Research backed approach: TV + OOH to yield a 22% increase in advertising effectiveness.
4. Social & Online
Always-on digital spending across social platforms, especially Meta and Google.
Amazon Sponsored Ads emerged as the strongest direct-response channel with the lowest CAC.
Ongoing web and e-commerce optimization via KA-EX®’s site and Amazon storefront.
5. Retail & Distribution Support
Targeted trade efforts aimed at converting brand awareness into shelf space across gyms, wellness stores, and digital marketplaces.
With MFG, we’re not just accessing airtime, we’re tapping into a strategic, omnichannel system for brand building. Their diverse media stack and integrated approach are designed to turn audience reach into real commercial momentum, and that’s exactly the kind of partner we want at this stage of growth - Pedro Pablo Schmidt Founder and CEO of KA-EX®
Key Results
• Sales grew 30x from Q1 to Q3, with strong forward projections for Q4.
• The campaign directly contributed to a 10x uplift in major B2B orders, including a breakthrough order from The Feed.
• Secured distribution in 300+ stores, including partnerships with Earthbar, BevMo!, GoPuff, and several national brokers. Forward commitments from US leading retailers are now underway, laying the foundation for Q1 2026 expansion.
• Amazon daily revenue increased 10x from pre-campaign levels, with traffic and sales holding strong post-campaign.
• Website traffic doubled, and revenue per user increased 2x, showing strong campaign impact on consumer behavior.
