In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Peter Bayne, co-founder and COO of Kenetik. Kenetik is revolutionizing the functional beverage space with a ketone-based drink that delivers sustained energy and cognitive enhancement without caffeine or sugar. After building a restaurant empire that the pandemic forced him to pivot from, Peter discovered ketones’ cognitive benefits and created a product that tastes like “sweet tart candy” instead of “bile or nail polish remover” like competitors. Through scientific validation with NIH and major universities, direct-to-consumer mastery, and authentic storytelling, Kenetik has built a passionate community of biohackers, endurance athletes, and health-conscious consumers while helping customers with serious medical conditions improve their quality of life.

Topics Discussed:

• Building a premium functional beverage from basement experimentation to clinical validation
• Transitioning from restaurant ownership to CPG during the pandemic
• Creating authentic brand storytelling through personal challenges and vulnerability
• Leveraging scientific partnerships with NIH and universities for credibility
• Mastering direct-to-consumer before expanding to retail
• Building passionate remote teams around mission-driven products
• Navigating TikTok Shop and live selling for beverage brands
• Using endurance sports sponsorships for targeted community building

Lessons For Consumer Marketers:

Use Scientific Validation as Your Foundation, Not Your Crutch

Rather than relying solely on marketing claims, Kenetik partnered with NIH, University of Pennsylvania, and other institutions to conduct real studies. They offer on-site blood testing at events and EEG brain scans showing 18% increased brainwave activity. This scientific backing gives biohackers and health-conscious consumers confidence while providing concrete proof points for marketing materials.

Master Direct-to-Consumer Before Retail to Build Customer Intelligence

Peter deliberately avoided retail for years, focusing on D2C to learn customer behavior, gather feedback, and build loyalty. This approach gave them direct access to customer data, enabled faster product iteration, and created a subscription base before dealing with retail’s complexity. They only expanded to grocery stores after perfecting their formula and messaging.

Transform Personal Challenges Into Authentic Brand Stories

Instead of hiding behind corporate messaging, Peter documents his training for the Leadville 100 bike race, showing himself “on the ground basically having a heart attack” after training. This vulnerability creates authentic connection with customers who appreciate seeing the human behind the brand, especially in the health and performance space.

Build Passionate Teams Around Mission, Not Just Compensation

Kenetik’s remote team across multiple states shows extraordinary passion because they’ve experienced real customer impact stories – from a 7-year-old girl whose life was saved to Alzheimer’s patients speaking again. Peter emphasizes hiring people smarter than himself who genuinely care about the product’s impact, creating engagement that “you normally have to trade a lot of money for.”

Navigate Platform-Specific Content Strategies

Peter learned that TikTok and Instagram require completely different approaches, dedicating separate team members to each platform. TikTok Live selling has become a significant revenue channel, with some brands generating $25-40 million annually through TikTok Shop. The key is embracing authenticity and being willing to fail publicly while learning the platform’s unique dynamics.

Use Targeted Sponsorships for Community Building, Not Just Exposure

Instead of broad sponsorships, Kenetik focuses on endurance events like the Lifetime Grand Prix races and biohacking conferences. These targeted partnerships connect them with educated consumers who understand ketones’ benefits, creating higher conversion rates and stronger brand loyalty than mass-market advertising.

Position Against Established Categories, Not Within Them

Rather than competing in the crowded energy drink space dominated by Red Bull and Monster, Kenetik positioned itself in the functional beverage category alongside adaptogens and healthy sodas. This strategic positioning avoids caffeine-crash associations while targeting health-conscious consumers seeking sustained energy without stimulants.