Question

Topic: Advertising/PR

Energy Drink

Posted by Anonymous on 12/3/2007 at 10:09 AM ET 125 Points
Some friends have an idea for an energy protein shake. They are located in NYC and would like to start to promote it there. Their cost is comparable to Red Bull as well as the size, but it is a shake. The targets the said they would like to go after are 18-25 year old men and women. College students and gym frequenters. They have expressed they do not have more than $80k to spend on their marketing campain. Any suggestions to stretch this money the furthest?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/3/2007 at 12:50 PM Accepted
    I'll assume they've created a strategic plan, researching NYC licensing requirements, found a commercial kitchen, etc. and you're asking simply about getting the word out.

    Taste tests.
    Ingredient comparison (assuming the shake had organic, natural ingredients, etc.)
    Co-marketing (teaming up with a clothing manufacturer, for example)
    Exclusive partners (selling it only to specific gyms/retailers)

  • Posted on 12/5/2007 at 1:13 PM Accepted
    Here we have milkshake machines where you make your own in the Wawas (which is a convenience store).
    Could look at distribution through this channel - look into costs of DIY shakes/energy shakes.

    Get local restaurants to put it on the menu w/your brand...like Pepsi, Coke, etc.

    Get a fast food chain to pick it up.
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