In 2019, after months of sales decrease, Fusion energy drink shifted its focus to one of the fastest growing industries: eSports. But this is also one of the most engaged communities in the world. To say something about this universe, you need to show that you have legitimacy for it and that you really want to give a contribution to the community in some sense. Fusion had to gain the target audience respect somehow and steal the attention from more established brands. So we decided to reset everything and created a new product line that could give the competitive edge to gamers.

Do you know how in video games you have avatars with different levels and skills? We did the same with our liquid. We studied the physical and mental needs of a gamer. Then, we gathered pro-players and nutritionists to help create a new line with nutrients specific for different players and their different needs. So we added vitamin B complex and Taurine to improve agility for Fifa players; vitamins C, D and Zinc to power resistance for LoL players; and Natural caffeine and choline to boost mental focus for CS:GO players. But we wanted to go beyond and added the ultimate competitive edge: knowledge. We gathered data from Rainbow6 Siege (all characters, maps, strategies, and iconic plays from the R6 championships) and stored them within a Trillion DNA strands that were mixed in the liquid to create the world’s first drink with eSports data stored in it: Fusion DNA.

The Fusion Brand repositioning was made with gamers at the center. We understood their routine, their pains, their aspirations and we made them part of everything we did: a redesign, a new tag line, even a new line of products that was co-created with nutritionists and pro-players to fulfill gamer needs while playing specific games. Our line had the right nutrients, but we wanted to go beyond. So, we added the ultimate competitive edge: knowledge. In partnership with Ubisoft, we gathered the most relevant data from Rainbow6 Siege, a game with 2.5 million active players in Brazil alone. Within the content selected from the first 4 seasons of the game, we had all characters, maps, strategies, and the most iconic plays within the R6 world competitions. All this content was sent to a European data storage innovation company in order to come up with an innovative Fusion energy drink formulation.

How to create a Fusion product line that gives the competitive edge to gamers? After we are sure that our new product line had the right nutrients, we decided to do something unprecedented. In partnership with Ubisoft, we collected the most relevant data from Rainbow6 Siege, including all characters, strategies, and iconic plays within the R6 world competitions. All this content was sent to a data storage innovation company, translated to the DNA language, and printed using a 3-D printer. A Trillion copies of these synthetic DNA strands were mixed in the Fusion liquid of 1,500 limited edition cans. The new line launch campaign ran on Fusion, Ubisoft and Game Influencers social networks (Facebook, Twitter, Instagram, and YouTube) in July and August 2019. At Game XP 2019, the 1,500 cans of Fusion DNA were delivered to top ranked Rainbow6 Siege pro-players and Game Influencers during the BR6 championship finals.

This innovation got the media headlines and increased all major brand attributes and gained the community's respect: 6MM unique users on social media; 80,4% of Brand Awareness; and 69,3% of Brand identification. Despite being a noob, 77,3% of gamers agree that Fusion is helping build a better gaming community. The All-New Fusion. Using food science and e-sports data to give gamers the ultimate competitive edge.