How Cadence’s Marketing Has Set It Apart From Other Brands In the Supplementation Industry

Founded in 2024 by Ross Mackay and George Heaton, Cadence’s goal to introduce hydration products to the market stemmed from issues commonly found in existing products containing various ingredients ill-equipped to truly tackle the needs of individuals within both a lifestyle and sporting environment. With this, Cadence was formed to prioritise salt and create a product from a science-backed narrative, “inspired by the rhythm of daily discipline” (Cadence, 2024).

 Fig. 1. (Cadence, 2024)

Given the emphasis on the formulations developed from data, their content and visual elements presumably should appear in a clinical nature, similar to that of many competitors in this space. In contrast, Cadence’s marketing efforts take a far more editorial approach, similar to what you would expect to see from fashion brands rather than a company seeking to optimise health. This approach creates duality in terms of the brand’s identity; on one hand, it caters to athletes, and on the other, to those seeking benefits in their day-to-day life. It shifts the narrative within the supplementation world to view their product not just as an ‘as and when’ solution, but instead as something to be integrated into a lifestyle. Digital channels, such as Instagram, feature a variety of media that highlight the product in various scenes, even those not necessarily regarded as high-performance settings. 

Fig. 2. (Cadence, 2025)

Alongside spotlighting athlete achievements, the emphasis on the community built around the product is evident through promotional events, such as repurposing an Ice Cream van for the Melonberry & Cream Soda launch (Cadence, 2025). Photography surrounding this launch primarily consists of direct flash photography; this choice suggests a spontaneous nature, combined with the casual setting, which challenges many of the standards associated with a product in this sector (Cadence, 2025).

The brand’s focus on integrating its product into consumers’ lives is further supported by its “Fuel Club” (Cadence, 2024). This loyalty programme incentivises existing customers and promotes lead conversions, allowing users to build points and earn rewards through a range of actions. Subscription options are equally incentivised, again offering increased affordability, pushing the product identity as something which must become ingrained within one’s routine.

Fig. 3. (Cadence, 2024)

Educational elements featured throughout the site also provide visitors with a deeper understanding of the relevant context behind products and their ingredients, demonstrating the company's investment in its products and ultimately in its users. Credibility is also further increased through a selection of athletes who represent the brand, featuring runners such as William Goodge who recently set the record as the fastest individual to cross Australia. Athletes utilising Cadence stand as a testament to the quality of the product, while also allowing the brand to leverage influencer marketing to promote their supplements and appear visually throughout elite-level endeavours.

Fig. 4. (Cadence, 2025a)

The contrast between high-level physical performance alongside targeting anyone concerned with routine has allowed Cadence to build an identity which reaches far beyond the typical audience for a performance supplement. With this, it has enabled the development of a highly backed product that can be marketed in a stereotypically unconventional manner. It facilitates the ability for their product to be perceived not just as a tool, but as a symbol of routine, and the ability for an individual to perform regardless of what their outlet entails.

Reference list

Cadence (2024). Our Story. [online] CadenceTM. Available at: https://usecadence.com/pages/our-story [Accessed 21 Jun. 2025].

Cadence (2025a). Cadence on Instagram: ‘Sweat out, Salt in. - Shop at usecadence.com’. [online] Instagram. Available at: https://www.instagram.com/p/C9sMSRXOHJY/ [Accessed 21 Jun. 2025].

Cadence (2025b). Cadence on Instagram: ‘The Ice Cream Van Drop / London Melonberry & Cream Soda Thank you to @kneesupspace for hosting’. [online] Instagram. Available at: https://www.instagram.com/p/DKcRFrFOpEx/?img_index=1 [Accessed 21 Jun. 2025].

Cadence (2025). Cadence on Instagram: ‘Core 500 – Melonberry June 2nd’. [online] Instagram. Available at: https://www.instagram.com/p/DKUi54eOk7D/?img_index=1 [Accessed 21 Jun. 2025].