Maker of Airborne Delivers Shot of Innovation

Breathable Foods launches its new airborne energy shot with the help of Affinnova, Inc. When Breathable Foods ­ a Cambridge, MA-based creator of inhalable nutrients and sensations ­ prepared to introduce its new AeroShot Pure Energy product to the marketplace, the company turned to Affinnova for help in optimizing a product message that would resonate with consumers.

 

“Given the disruptive nature of our technology, we needed to know we were right on the money with the messaging for our AeroShot Pure Energy launch,” says Tom Hadfield, CEO of Breathable Foods. “Affinnova’s solution helped us ensure we went to market with the very best representation of our product.”

 

Using Affinnova’s marketing optimization process, Breathable Foods’ launch team developed over 129 million alternatives on names, benefits, taglines, claims and other messaging elements. Using input directly from Breathable Foods’ target customers, Affinnova helped to identify strong concepts and eliminated weaker ideas, reducing the field to two preferred concepts. From this, Breathable Foods implemented a core message across multiple platforms for the planned launch of AeroShot Pure Energy in January 2012. This messaging also influenced the PR launch campaign, which has already led to coverage in Time, Fast Company, Mashable and Gizmodo.