Rip It Energy

When I began working on the Rip It Energy brand, I noticed the company was applying a social strategy similar to the one used for La Croix, which is owned by the same parent company, despite the brands serving very different audiences. Rip It’s core consumers are primarily men ages 18–35, many of whom are military veterans and blue-collar workers, which required a more culturally aligned and personality-driven approach. Using analytics, I demonstrated that the existing strategy was resulting in follower loss with nearly every post. I proposed a one-month test calendar built around meme culture and humor tailored to the brand’s audience, and that month became their most engaged period in several years.

Following this success, the team adopted the strategy long term, leading to sustained increases in both followers and engagement. I also developed a cheeky, conversational brand voice across comments and DMs, including moments like responding “Snitches get stitches” when a user tagged Disney under a Lightning McQueen–inspired “Kachow” post.

This audience-first content strategy strengthened community interaction, increased comment activity, and reinforced a distinct brand personality that resonated strongly with Rip It’s core consumers.