BOSTON, MASSACHUSETTS – JUNE 09: Payton Pritchard #11 of the Boston Celtics reacts after making a three-point shot against the Dallas Mavericks in Game Two of the 2024 NBA Finals at TD Garden on June 09, 2024. NOTE TO USER: By downloading or using this photograph, you agree to the Getty Images License Agreement. (Photo by Adam Glanzman/Getty Images)
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Lucky Energy has consistently defied expectations by connecting with individuals from diverse backgrounds. The company offers a healthier energy drink option, appealing to consumers looking for a responsible way to energize themselves.
Founded in 2023 by Richard Laver, a young crash survivor, Lucky Energy has roots grounded in resilience. Following his survival from a plane crash that claimed 136 lives, Laver rebuilt his life, facing homelessness and personal challenges, including his daughter’s severe health issues, which he addressed by creating a life-saving shake that led to the birth of Kate Farms, soon acquired by Danone.
Connecting with Audiences
Lucky Energy’s origin story resonates deeply, according to CMO Hamid Saify. He notes that Laver’s journey from tragedy to success encourages many to rally behind the brand. “If brands don’t evoke emotion today, they risk becoming irrelevant,” Saify commented, emphasizing the importance of storytelling in brand identity.
Humor and Healing
Recognizing the need for levity in stressful times, Lucky Energy incorporates humor into its messaging. Saify highlighted their campaigns featuring ex-NBA player Greg Oden as examples of how the brand balances serious themes with comedy, providing a unique energy drink experience.
Partnering with Payton Pritchard
The brand has identified NBA players with underdog stories, like Minnesota Timberwolves’ Naz Reid and Boston Celtics’ Payton Pritchard, as ideal partners. Both athletes exemplify perseverance and resonate with Lucky Energy’s target audience of convenience store consumers, where energy drinks are widely sold.
Pritchard’s Choice of Lucky Energy
Pritchard, who overcame setbacks in his NBA journey to earn Sixth Man of the Year, found common ground with Lucky Energy’s ethos. He praises its clean ingredients and absence of sugar and calories, making it a suitable choice for his athletic needs. “I’m always looking for simple, healthy options,” he explained.
The Future of Lucky Energy
With a focus on expanding in Boston and beyond, Lucky Energy aims for national growth. “We want to be accessible everywhere, so consumers can easily find us,” Saify stated. As a budding company, with over 17,000 stores already, Lucky Energy is poised to make a significant market impact by continuing to offer a product that promotes wellness and positivity.
