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Energise Sport New TV Campaign... Fuelling the Passion once again!
10th May 2006
Energise Sport, the leading Irish sports drink, which has sold approx. 16 million bottles and reached 19.2% Market share (Canadean 2005) since its launch in August 2003, has launched a 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 entitled ‘The Call’ features the following intercounty GAA players from both football and hurling; John Doyle (Kildare), Aaron Kernan (Armagh), Sean Cavanagh (Tyrone), Bryan Cullen (Dublin), David Heaney (Mayo), Tomas O’Se (Kerry), Jerry O’Connor (Cork), Noel Hickey (Kilkenny), Niall Gilligan (Clare) and David Collins (Galway), alongside a host of extras from the UCD GAA Club.
The epic production filmed in the Dublin docklands was the ideal location to show the convergence of players who will answer the call anytime to display their passion and heroic skills of gaelic football football and hurling.
Siobhan McCarney, Senior Brand Manager for the Energise Brand said: ‘We are very excited with the launch of the new TV ad for Energise Sport. Energise Sport has been an undoubted success. Our partnership with the GPA and indeed the central use of Gaelic 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. Made exclusively in Ireland Money from every bottle of Energise Sport sold goes back to the players, the GPA and funds activity such as student scholarships. The launch of the new TV ad, will most certainly contribute to the continuing success of Energise Sport, and there is a lot more new product development and news to come!’
Speaking at the launch, Mr. Dessie Farrell, Chief Executive of the GPA said:
"The success of Energise Sport, 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 Gaelic community. The Energise Sport initiative has proven that Gaelic stars are effective brand ambassadors, and that the Gaelic community 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 Sport was the first brand to align itself exclusively with Gaelic players and this advert will further elevate the status of the brand, the players and gaelic games throughout Ireland. With the 2006 Championship season now upon us, we trust the Gaelic community 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 a number of Gaelic players new to the Energise Sport marketing campaign. They include, Ryan McMenamin (Tyrone), Tom Kelly (Laois), Tomas Quinn (Dublin), Thomas Freeman (Monaghan), Philip Mayer (Tipperary), Brian Corcoran (Cork) along with some of the stars used previously. In addition, radio advertising featuring Dessie Farrell & Donal Og Cusack will support the Marketing Campaign throughout the 2006 Championship.
Energise Sport – Fuelling the Passion!
