10Z has been positioned as a ‘sports drink,’ distinct from an energy drink like Red Bull, with the aim of communicating its role in assisting consumers with maintaining hydration and replenishing electrolytes during and after physical activity. It’s important to underscore that the drink does not contain any harmful ingredients.
The inspiration behind 10Z is credited to Shahid Afridi’s aspiration to create a Pakistani sports drink tailored to athletes and fitness enthusiasts. Notably, before the introduction of 10Z, there were no prominent local brands in this category, despite the presence of global competitors like Gatorade and Vitamin Water.
According to Afridi, “The introduction of 10Z is the result of countless hours on the cricket field and a burning desire to elevate athletes’ performance. Inspired by the need for sustained energy and optimal hydration during intense matches, we have crafted 10Z to empower fellow players and enthusiasts to push their limits and achieve greatness.”
The name ’10Z’ is a reference to Afridi’s jersey number, 10, and the ‘Z’ symbolizes Gen Z, although it’s worth noting that the target demographic also includes active individuals, athletes, and fitness enthusiasts. What sets 10Z apart from its competitors is its enhanced nutritional value, providing a boost in both energy and hydration. Notably, it contains essential nutrients such as protein, Vitamin C, magnesium, and has a high potassium level.
The formulation of 10Z was developed by Mehran Bottlers, known for brands like Apple Sidra, Pakola, and Vimto. Mehran conducted extensive research and collaborated with nutritionists in the development process. They oversee manufacturing, including packaging and bottling.
10Z is currently distributed by New Nest Distribution, with plans to expand beyond Karachi to other cities. Additionally, it can be purchased through e-commerce platforms like Daraz.
10Z is available in two flavors, lemon, and orange, in 400-milliliter bottles priced at Rs 100. The size was chosen strategically to differentiate the product from competitors, as market research indicated that athletes often consume 400 milliliters of a beverage post-workout.
In comparison to competitors like Gatorade and Vitamin Water, 10Z is competitively priced. Gatorade, for instance, costs Rs 200 for a 500-milliliter bottle, while Vitamin Water is priced at Rs 100 for a 300-milliliter bottle.
Afridi’s endorsement provides a significant advantage to 10Z, enhancing its market positioning.
The ad campaign for 10Z was conceived by Lahore-based Half Full Moon Advertising and prominently features Shahid Afridi. It revolves around themes like “Unleash Your Potential,” “Hydration Partner,” “Fuel the Fire,” and “Stay Energized.” The campaign also highlights the product’s “Made in Pakistan, Made for Pakistan” aspect.
In terms of marketing, 10Z plans to utilize social media and engage in on-ground activities at sports events and health-related venues. The brand also intends to form partnerships with athletes, sports organizations, and influencers who live an active lifestyle to validate the drink’s effectiveness.
Given the evolving fitness landscape with the emergence of fitness clubs and gyms, the prospects for sports drinks, including 10Z, appear promising. Initial market response has been positive, indicating growth potential, and 10Z aims to ensure its availability from “Karachi to Khyber.