Know-How Exchange : Advertising/PR

I know it's a new product, but if there's anyway to sponsor a race car, you'd get instant recognition.

In lieu of that, maybe dress a sports car in your logo and make stops along your launch cities and conduct some sampling and couponing.

Stress the masculinity of the drink, along with the fact that the guys won't develop big guts with it because it's sugar free.

Sounds fun!

Why not create a mini-lumberjack competition in the tour cities. Or, what are those competitions called where men carry trees, spin on a log in the water, and climb over obstacles. I can't remember the right term for those. The new drink is given out and placed front and center throughout the event, and similar to American Idol, the contest judges or officials can be carrying around and drinking out of branded cups.

Make it sexy... How about an ad campain based on a game show with contestants being a series of "average guys" (beer guts) and one body builder ( Joe 6-pack). Contestants are standing behind a screen with only their guts showing. The "judges" are a buch of "hooters girls".

A peek behind the curtain shows all but one are drinking an existing cola. Joe Sixpack is drinking your beverage.

Close the ad with Joe walking off set with "the girls", perhaps joe turning and winking at the viewer.

The video ad could be be tv based and spun off to print and outdoor. If sexy enough, get it on youtube. Viral is cheap and deep!

You need to stand out no matter what ad vehicle you use, and what ever technique you choose - base it on sex.