Shock Doctor
x Kool-Aid

Turned a Struggling Product into a Sellout Comeback

‍Mouthguards have long been Shock Doctor’s bread and butter. But when a competitor introduced lip guards—a new twist on the classic mouthguard—they quickly snatched up major market share. At the same time, Shock Doctor’s proprietary flavored mouthguard technology had gone stale (pun intended). Once a point of difference, flavor was no longer moving the needle. So, we flipped the script. We relaunched the category with Shock Doctor’s now #1 selling SKU, achieving 100% sell-through and turning a fading product into a comeback story.

‍How’d we do it?

• ‍Conducted consumer research to identify viable paths forward
• Locked in licensing deals with Kool-Aid, Warheads, Bazooka, Jolly Rancher, and ICEE
• Aggressively negotiated MGs to protect margins
  
• Launched a high-impact campaign featuring NIL athletes, buzzworthy content, live event hype, and prime shelf real estate