CVS Endorses Natural Energy Drink Brand

Jacqueline Barba
Associate Editor
Jacqueline Barba profile picture
a group of people in a store

CVS Pharmacy recently added natural energy drink and supplement brand X2 to its in-store and online assortment, drumming up support for the professional-athlete-backed brand’s arrival with account-specific marketing materials emphasizing the partners’ shared values.

CVS currently offers eight X2 products targeted at athletes, including energy drinks in individual cans as well as pre-workout shots and powder. Priced between $2.29 and $53.99, the lineup includes a few SKUs that are only available in stores, where the brand enjoys prime merchandising space via an account-specific endcap display.

The endcap display notably sports CVS’ Tested to be Trusted logo, indicating to shoppers that X2 is a trusted brand, free from certain additives and ingredients, and complies with the retailer's mandated third-party testing. The header highlights one of the brand's pro-athlete partners, National Basketball Association All-Star Kawhi Leonard, while shelf trays merchandising products from X2’s performance and endurance lines are accompanied by shelf blockers depicting athletes in general.

On, X2 enjoys a dedicated brand shop including branded graphics and messaging, particularly emphasizing its “clean ingredients,” “natural energy,” “patented performance” and it’s backing by pro athletes. Relevant search results also currently include a dedicated leaderboard ad linking to the brand shop.

graphical user interface, website

Other support for the brand’s launch at CVS has included sponsored Facebook updates from X2 that highlight another pro-athlete partner, linebacker David Lavonte of the NFL's Tampa Bay Buccaneers, and link to the X2 brand shop and product detail pages for individual items.

While CVS is one of X2’s first retail partners, the brand is also available via GNC, Amazon, Subway and it’s own direct-to-consumer website.

CVS is no stranger to welcoming emerging and trendy brands, and often prioritizes those aligned with the retail giant's better-for-you/HealthHUB mission. Other recent product and category expansions at CVS include men’s grooming, self-care, celebrity-backed cosmeticsdiverse/textured hair care, sustainable and clean offerings, and products targeted at Gen Z/Millennial consumers.

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