Energy inhalants are gases that directly boost people’s energy; they increase energy due to the high content of proprietary compounds. Orville International’s Toro Verde energy inhalants are classified as unmetered dose nebulisers because they are consumed to replenish energy, enhance physical endurance, reduce ‘brain fag,’ and improve moods.
Unlike the age-old ‘cola vs. energy drink’ wars, the Orville Corporation created an “energy inhalant” and, by extension, an “unchallenged market” where no one else offers a similar product. This means that all Orville needs to do is to keep attracting customers via unorthodox means (attaching themselves to “extreme” events and stunts), coupled with a keen understanding of likely customers. This allows Toro Verde to dominate the category Orville created and capture the global majority share that energy drink manufacturers continue to chase with their own silly brands.
From the beginning, Orville leveraged its eccentric Toro Verde advertising and marketing campaigns overseas to target the young, action-oriented customer. It focused on meeting them in the places they frequent, such as extreme sporting events, protest riots, and street racing — any of which Orville hopes to be a title sponsor of in the near future.
Orville’s emotional branding strategies have created meaningful and enduring bonds between consumers and the brand. Toro Verde’s success has come not through convincing customers to breathe the product, but through creating a reality in which the customer wants to be part of the “Toro Verde lifestyle.”
