Archived News
Energise Sport TV Launch……… Fuelling the Passion
11th May 2004
Energise Sport, the leading Irish sports drink, which has sold approx. 4 million bottles since its launch last August, has launched its new TV advertising campaign.
Supported by a marketing budget of €2.5million, the new campaign for Energise Sport was developed by Cawley Nea/TBWA. The TV commercial is entitled ‘One Passion’ and features the following GAA players from both football and hurling; Diarmuid O’Sullivan, Owen Mulligan, Stephen McDonnell, Henry Shefflin, Mike Frank Russell, Jason Sherlock, Eugene Cloonan and Eamon O’Hara, alongside a host of extras from the GAA club in UCD.
The epic production filmed on a lake in the Wicklow mountains features these leading GAA stars displaying their extraordinary skills in a heroic game of football and hurling. Energise was specifically formulated to meet the physiological requirements of field sports in Ireland by renowned exercise physiologist Dr. Liam Hennessy. It is scientifically formulated to re-hydrate the body seven times faster than water . The lake setting was ideal to show the rehydration benefits of Energise Sport and display the heroic skills of football and hurling.
Lynne Malone, Brand Manager for Energise said ‘We are very excited with the launch of the new TV ad for Energise Sport. Energise Sport has been an undoubted success since its launch last August. Our partnership with the GPA and indeed the use of GAA players in our marketing campaigns has reinforced and enhanced the image of Energise Sport as the leading Irish sports drink. We are proud to have Energise Sport associated with such skilful, dedicated sportsmen. Energise Sport is about the best of Irish sport, business and science combining in a way that benefits the wider community. Money from every bottle of Energise Sport sold goes back to the GPA to help fund grass root games development. The launch of the new TV ad, will most certainly contribute to the continuing success of Energise Sport, and there is much more to come!’
Speaking at the launch, Mr. Dessie Farrell, Chief Executive of the GPA said: "The success of energise, a 100% Irish product using an alignment with our national games to successfully position itself in a market previously led by international brands, is indicative of the passion for gaelic games and the support for our players that exists amongst the GAA community. The Energise initiative has proven that GAA stars are effective brand ambassadors, and that the GAA public feels a strong affinity with the players. The ability to support gaelic games through consumption of a world class Irish product is also an enticing proposition. Energise is the first brand to use align itself exclusively with GAA players and this advert will further elevate the status of the brand, the players and gaelic games throughout Ireland.
With the 2004 Championship season now upon us, we trust the GAA public will reciprocate energise's continued investment in gaelic games through increased consumption of a product they can truly call their own.
The national TV advertising campaign will also be supported by a localised poster campaign, which includes GAA players new to the Energise Sport marketing campaign. They include, Darren Fay, Ross Munnelly, Graham Canty, Michael Meehan, Alan Brogan and Paul Flynn along with some of the stars used previously.
Energise Sport – Fuelling the Passion
¹Int. Journal of Sport Nutrition and Exercise Metabolism, 2002, 12, 81-92. Canadian Journal of Applied Physiology, 1998, Vol 23 (1), 66-73
