Echelon: A high-impact launch fueled by strategic promotions and UX enhancements sells out in 24 hours
Results
hrs
to complete sell out
+
new email subscribers
%
increase in conversion rate
Echelon
Echelon is a performance enhancing beverage company known for its larger-than-life brand voice and a fiercely loyal fan base affectionately called “the cult.”
When it came time to launch their newest drink flavor—and debut a partnership with The Unsubscribe Podcast—Echelon set the stage at the U.S. Army’s 250th birthday celebration in Washington D.C., aiming for maximum visibility and impact.
To capitalize on this bold moment, the team needed their website to perform flawlessly under pressure. The goal: support a high-traffic launch across two key weekends and turn attention into conversions.
A major part of the strategy was introducing a “$5 trial pack add-on” upsell. This offer was placed prominently on the announcement bar and product detail pages, automatically triggering when customers added the new flavor to their cart. It allowed new and returning shoppers to sample four of Echelon’s bestselling original flavors for just $5—an entry point that significantly boosted engagement and average order value.
The response was immediate. The new “Killer Apple” flavor sold out within 24 hours of its launch, and the trial pack upsell drove meaningful growth across the board—from subscriber acquisition to conversion rates.
Following the podcast’s release of launch event footage on YouTube, the strategy was reactivated to sustain momentum. This second promotional wave led to another surge in traffic and conversions, extending the impact well beyond launch day.
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