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Energise Launches New Energy Drink...
9th May 2006
C&C Ireland have launched a delicious new citrus flavoured sparkling energy drink. Energise Energy Citrus variant, a NEW fructose/glucose sparkling energy drink is sure to create massive excitement around the brand this summer.
Its packaging has an easy to read explanation of its contents and benefits, with a widemouth for ease of drinking, a slim moulded 500ml PET bottle for easy grip and striking red sleeving with brand imagery that still allows you to the see the product inside the bottle.
Energise Energy's differentiator exists in its formulation; carbohydrate fuel sources metabolise differently in the body than glucose only energy sources, to pick you up and provide sustained energy rather than a quick burst followed by a slump. The Citrus flavour addition to the range, which will complement the existing Orange variant, is also free from artificial flavours and contains natural caffeine.
The new drink is being supported by a new 6-sheet national advertising campaign entitled, 'Energy for the Fans'. Following the success achieved for Energise Sport and its connection with Gaelic games; Energise Energy has developed a new national campaign that is localised through the use of GAA fans. The all-Ireland poster design will be county specific and will feature fans that are actually from the county! For example, one Dublin fan appearing in the advert is Joanne O'Sullivan who hails from Ballyboden and Cork supporter Brian Daly will be popping up around his home county! Supporters from all counties will have the opportunity from June to be on the next poster in their county in the 'Show us your game face' promotion.
Siobhan McCarney, Senior Brand Manager for the Energise Brand said: "We believe that the launch of the Energise Energy Citrus will be the most exciting launch into the soft drinks market this year and will help build on the success of Energise Sport. Both brands complement each other perfectly, targeting the same audience but providing Energy for different occasions and reasons. Both brands will be heavily marketed with TV, Outdoor, Sampling, PR and dual- branded POS to emphasis this and we are confident that Energise will continue to grow from strength to strength. Energise - it's a must stock!"
As with Energise Sport, Energise Energy and Energy Citrus supports the GPA (Gaelic Players Association) and Gaelic games. Money from every bottle of Energise Energy and Energise Energy Citrus sold will go directly to the players and the GPA.
Energise Energy - 'Energy for the Fans'
