Building on Success Through Product Innovation
EDGE+™
Portfolio StrategyProduct InnovationBrand PositioningGo-to-Market StrategyIntegrated Marketing
Launching a new product is one challenge. Finding ways to make an already popular product even better is another.
EDGE+™ was an established product in Amare Global's cognitive wellness portfolio, with an existing customer base and a strong position within the brand's product lineup.
Rather than simply maintaining what was already working, we saw an opportunity to build on that foundation through ingredient innovation, product enhancements, and continued portfolio expansion.
The goal was to introduce meaningful improvements that would strengthen the product's differentiation, give existing customers new reasons to get excited, and create opportunities to reach new audiences without losing what made EDGE+™ popular in the first place.
My Role
As Global Director of Product Marketing at Amare Global, I played a leading role in the continued evolution of EDGE+™, working across product portfolio strategy, positioning, messaging, and go-to-market execution.
My responsibilities included supporting product innovation and new flavor launches, developing consumer-facing messaging and marketing claims, guiding packaging and creative development, and coordinating integrated marketing initiatives.
I worked closely with R&D, scientific advisors, creative teams, sales, education, and international market partners to ensure product enhancements translated into a clear and consistent story across markets and marketing channels.
Building on What Was Already Working
EDGE+™ already had an established place in the product portfolio, so the opportunity wasn't to reinvent the brand. It was to strengthen what made it successful while introducing meaningful innovation.
The strategy focused on enhancing the product's cognitive performance positioning, refreshing the consumer story, and continuing to expand the lineup through new flavor experiences.
This allowed us to build on existing brand recognition while giving customers something new to discover.
Turning Ingredient Innovation Into a Compelling Story
One of the most significant enhancements was the introduction of Nutricog®, a clinically studied ingredient supporting cognitive performance, including learning and memory.
While the ingredient brought new scientific support to the formula, the marketing challenge was making that innovation meaningful to consumers.
I worked with scientific and cross-functional partners to translate the ingredient research into clear, benefit-driven messaging, communicating what the enhancement meant for the product and why it mattered.
The goal was to create excitement around the improved formula while maintaining EDGE+™'s established identity and ensuring all marketing claims remained grounded in the supporting science.
Keeping the Portfolio Fresh Through Innovation
Alongside formula enhancements, new flavors and limited-time offerings provided opportunities to keep the product lineup relevant and engaging.
I supported portfolio planning, product positioning, packaging development, and marketing execution for flavor launches, including Mango Glow, Blue Raspberry, and Strawberry Bliss.
These initiatives required balancing consistency with creativity: maintaining a recognizable EDGE+™ brand while giving each new offering its own personality and consumer appeal.
The transition of Blue Raspberry from a limited-time offering to a permanent flavor also created an opportunity to build on the product's existing momentum and expand the core lineup.
Bringing Innovation to Life Across Marketing Channels
Improving a product is only part of the equation. Just as important is making sure customers understand what's changed and why it's worth paying attention to.
I helped develop integrated marketing initiatives that communicated the product enhancements across launch campaigns, digital content, packaging, product education, and sales materials.
This included working with creative teams to develop engaging campaign messaging and supporting sales and education teams with the resources needed to confidently introduce the enhanced formulations.
Throughout the process, I worked to maintain consistency in product positioning and messaging while supporting the needs of different markets and marketing channels.
Balancing Innovation With Brand Consistency
With multiple formulas, flavors, and product updates, maintaining a cohesive brand identity was an important part of the work.
I contributed to packaging and creative direction, ensuring new product introductions and formula improvements felt connected to the broader EDGE+™ portfolio.
The focus was on making each innovation feel exciting and new without losing the recognizable product identity customers already knew.
The EDGE+™ initiatives brought together ingredient innovation, portfolio expansion, refreshed product messaging, and coordinated marketing execution to support the continued evolution of an established product.
The addition of Nutricog® strengthened the scientific foundation of select EDGE+™ formulations, while new flavor introductions and ongoing campaigns created opportunities to engage existing customers and introduce the product to new audiences.
Sometimes it's about taking something customers already love, identifying where there's room to improve, and finding new ways to make it even more relevant and compelling.
EDGE+™ is a great example of a different side of product marketing: recognizing that innovation doesn't always mean starting from scratch.