SDI JUL09.qxd - Soft Drinks International
SDI JUL09.qxd - Soft Drinks International
SDI JUL09.qxd - Soft Drinks International
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22 PRODUCTS<br />
<strong>Soft</strong> <strong>Drinks</strong> <strong>International</strong> – JULY 2009<br />
Brain boost<br />
UK Developed by a start up company, Think<br />
Drink is aimed at giving office workers a natural,<br />
healthy brain boost. The drinks which<br />
come in Apple & Elderflower, Cranberry &<br />
Raspberry, Orange & Grapefruit flavours,<br />
combine herbal extracts (yerba mate, Siberian<br />
ginseng and guarana) with vitamins.<br />
Currently focusing on selling into foodservice<br />
in the business and industry sector, Ed<br />
Biden, Managing Director, explained: “We<br />
would like to establish the drinks as the<br />
pick-me-up of choice in offices before<br />
expanding more broadly. We are currently<br />
on trial with half a dozen major contract<br />
caterers, and are stocked by about 80<br />
offices, cafes and corner stores in central<br />
London. Although this is a relatively small<br />
base at the moment, the product only<br />
launched in April and this number is increasing<br />
week by week.”<br />
He added: We have a very well-defined<br />
target market, so we are not doing large<br />
scale above the line marketing at this point.<br />
Most of our marketing is based around<br />
interacting with our customers and their<br />
consumers, so we are doing a lot of samplings<br />
in outlets. In the business and industry<br />
sector we are finding this particularly effective.<br />
By taking along puzzles and brainteasers<br />
to the units, we can reinforce the link<br />
Coconut<br />
USA South Florida-based Power Trip Beverages<br />
has introduced a coconut-flavoured<br />
energy drink, believed to be the first of its<br />
kind, to its range of five vitamin-powered<br />
energy drinks. The new Coconut flavour will<br />
initially be available in 16oz cans.<br />
“It is the perfect<br />
complement to the<br />
rest of our product<br />
offerings and continues<br />
to enhance Power<br />
Trip’s reputation as an<br />
innovator,” said Power<br />
Trip Beverage President<br />
Doug Stuart. “The<br />
Coconut flavour has<br />
proven to be popular<br />
in other beverage formats<br />
such as water and<br />
we expect it to be a<br />
strong performer in<br />
the energy drink sector both as a standalone<br />
beverage and as a mixer.”<br />
The idea of a coconut flavour came from<br />
a business trip to Trinidad when Stuart<br />
recognised the popularity of the flavour in<br />
water, milk, mixes and more at local bars<br />
and restaurants.<br />
Power Trip Beverage products are currently<br />
available in 25 states including New<br />
York, Florida and California. They are also<br />
available throughout the Caribbean and the<br />
Middle East.<br />
between Think Drink and mental performance,<br />
whilst at the same time doing something<br />
a little bit more interesting than other<br />
brands and so make ourselves more memo-<br />
Hitting a six for<br />
Energade<br />
SOUTH AFRICA Energade has undertaken<br />
very effective promotions to leverage<br />
its long-standing relationship with Cricket<br />
South Africa as official sports drink supplier<br />
to the national Proteas team.<br />
One such initiative saw a specialist contractor,<br />
Provantage Media, set up an inflatable<br />
mist tunnel in the form of Energade<br />
bottles, along with a stand-alone inflatable<br />
Energade bottle. This respected the contractual<br />
and logistical hurdles which limited the<br />
amount of branding and promotional staff<br />
within each stadium.<br />
The refreshing mist experience was well<br />
rable to consumers.<br />
“We have been using similar tactics on<br />
Facebook and Twitter, and seem to be getting<br />
a very positive response.”<br />
received, as were the sampling of Energade<br />
beverages, the new Energade jellies, and<br />
Energade tattoos.<br />
These tattoos were something of a brand<br />
coup. They became part of the fun of being<br />
at the cricket – many people came back<br />
again and again over the five-day matches to<br />
renew their tattoos. Dedicated Protea supporters<br />
who brandished their Energade tattoos<br />
also won product and promotional<br />
items for their spirit and loyalty.<br />
Public relations and media leverage was<br />
added to reach people beyond the stadiums.<br />
A media partnership with major newspapers<br />
delivered an effective competition which<br />
gave 80 readers four tickets to share with<br />
friends. This was followed by post-match<br />
media coverage, with further Energade<br />
brand exposure.<br />
NEWS • NEWS • NEWS • NEWS • NEWS • NEWS<br />
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News about your business or product is always welcome.<br />
Send press releases to: news@softdrinksinternational.com<br />
NEWS • NEWS • NEWS • NEWS • NEWS • NEWS
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