SK Energy Goes Grass Roots in Florida, Eyes $70 Million in 2012 Ad Expenditures

Ray Latif|August 8, 2012 1:00 pm

For a brand that plans to spend $70 million in advertising this year, SK Energy, the energy shot with a philanthropic philosophy, is nevertheless embracing a grass roots sensibility.

Co-founded by rapper Curtis “50 Cent” Jackson, SK Energy recently signed a new distribution deal with Grass Roots Beverage in the state of Florida. Grass Roots is a wholly-owned subsidiary of DNA Brands and distributes a range of entrepreneurial beverage brands including DNA Energy drinks, C2O coconut water, New Leaf teas and lemonades, and Fruit 66 sparkling juices.

Although SK Energy already has national authorizations with a number of retailers in the state, including GNC, CVS, and Rite-Aid, Grass Roots will give the brand a significant boost in its c-store presence within the chain-driven state, according to the distributor. Grass Roots services 3,000 convenience retailers in Central and Southern Florida and is an authorized vendor at Circle K, Walgreens and 7-Eleven.

Grass Roots – as well as every other distributor and retailer of SK Energy – will have the benefit of a massive advertising push for the brand. Blanketing the country with print, television, and outdoor ads, company officials for SK Energy pegged its marketing spend to reach $70 Million in 2012. Eye-opening for sure, and while Chris Clarke, the CEO of Pure Growth Partners, which markets SK Energy, was unavailable for comment, he has repeatedly stated his desire to drastically increase distribution of the energy shot – currently in over 40,000 retail locations – by the end of the year.

Companies Pure Growth Partners

Company: Pure Growth Partners Website: http://puregrowth.com/

No description provided.

Bevman

Bad choice! You need to visit these retailers and ask them how they feel about Grass Roots distributor service. Also need to look at their brands, the more failing brands a distributor keeps trying to merchandise the less credibility, time and space Accounts will be viable to give a distributor. These decisions most likely come from PGP staff which in conclusion would mean, needs better experience.
gmoney

SK shots have nothing in them. They don’t do anything for you from a nutritonal standpoint. Take the 70M your going to burn in marketing and just use that to feed the people your trying to help. The brand is going no where quick. A brand will grow and make it if it is addressing a specific need. Another energy shot to feed those in need? Also, why doesn’t 50Cent help the neighborhoods that have helped him to get where he is now. This overseas philanthropy is a bad marketing ploy.
JB

SK HAS B-6 & B12 . NO SUGAR AND NO CALORIES NO CRASH….. Do your HW- .. We have already Fed 3.5 million… &-Counting.. Working in conjunction with the WOrld Food Foundation we feed not just over seas but Domestic as well….. But hey look what happen to G money in NewJack city. @eyesawitnyc
http://www.facebook.com/Ksaleh26 Karim Saleh

#SK best energy shot made much better than 5 hour.. And were feeding a billion hungry kids..
http://www.facebook.com/WhoisEthanHunt Ethan Hunt

$70 Million? Don’t think you can lose with that type of budget. If I were SK I’d look to invest some of that money into the MMA genre. It’s exploding right and has a strong hold on the 18-34 demographic.
j2unit

SK is growing , thats good news ! It is providing you the needed nutritions and helping those in need . Go 50 #SK
Mr_richard

Great commitment to a cause greater than self. SK making a difference!
SKAnt

SK! Solving world hunger!
CmGeezy

SK Energy Shots are the best. Forget about monster and redbulls. Exactly what you need, When you need… In two great flavors, Purp and Orange #SKEveryDay
Playa

#SK ALL DAY!!! Fifty makes a difference!!!
KingKobe72

SK is the best energy drink on the market. I also like the idea of buying them and feeding the hungry at these me time. It any get any better than that. Everyone should Go out an try them.
Lady Truth

This is major progress!! SK Movin on up~
Alex SK Lion

There is no energy shot like SK Energy for the sole fact that it’s goal is to help feed a billion in Africa. Not only does it taste unlike any other as well, it is one of the best energy drinks I’ve consumed before a work-out, and it’s great to see other retailers taking advantage of the distribution of such an awesome energy drink.
Akcentuation

Look at what happens when you dream a dream Mr. Sandman. Job well. Done!
Rodney Cherry

I think everyone need to try it just one time and tell me what u think… One Shot will make you fill better…..Rodney Cherry SK
http://www.facebook.com/alvinc2 Alvin Djboogie Cousins

wow off the chain
Industry Insider

Curtis can spend $150MM a year on advertising and SK is still dead in the water. Curtis got LUCKY with Vitamin Water, LUCKY, LUCKY, LUCKY….Coke won’t make THAT mistake again… Basic Business says DOA on SK model… $70MM in advertising just means SK lost $70MM MORE than they’re already 7 figure loss for 2012. SK is dead the second Curtis realizes how much money is bleeding out of his account and recognizes no one is going to buy a stinker like SK off of him.
_starch

#SK. Join Da Movement Pple spreading Real Positive energy to everyone. SK all day paving tha way
colakid

I work for the big red machine…..I’m sure you know who that is right? Anyways, I know these grass roots guys all to well! I cant get them out of my hair….lol. These guys are super aggressive here in my area…..They make there own E-drink called DNA and have managed to get it in almost everyone of my stores in my area. I have been seeing the SK showing up pretty quickly in my accounts as well. I wouldn’t knock them just yet….. Those guys are pretty sharp at building new brands up…..I remember a few of their guys back from when monster started hitting the scene here in FLA!
http://www.facebook.com/DjXodus1 Daniel Djx Ortega

Great to see my home state of Florida becoming a major contributor to the race to serve 1 billion meals to hungry children within 5 years!!
http://www.facebook.com/grace.collins.35 Grace Collins

skenergyshots.com > Love this product> it works well when in need of Extra energy, without jitters or crash…AND love that 1 shot provides a meal + medical clinics to the Children of Somalia … I can be a part of this kind of conscious consumerism,simply purchasing a needed product.
http://www.facebook.com/grace.collins.35 Grace Collins

you must have missed the free Thanksgiving turkeys given out in Queens for years now…and the Four Wheelers in 50′s old neighborhood…that’s just a couple things I know about..and I would bet money he gives much more than this…
Isaac meggett

Very good product very good cause.I’m proud to show people the product. World hunger is a major world problem and I will help any way I can I commend 50 cent and everyone who help.
http://www.facebook.com/lydiaR.mckinney Lydia McKinney

This is a great product, tastes great and has a great mission behind it. I love how it is helping those in need. Im happy that 50 Cent is sharing his proceeds from this product to help people who are starving, especially the people in Africa.
Dawn

Great product! It actually has a very good taste and gives you a nice boost of energy! And best of all it helps feed people in need! ♥
Dawn

Great product! It actually has a very good taste and gives you a nice boost of energy! And best of all it helps feed people in need! ♥
Dawn

Great product! It actually has a very good taste and gives you a nice boost of energy! And best of all it helps feed people in need! ♥
http://www.facebook.com/makisha.ferrell Makisha Ferrell

This is great news!! SK is about to take off. I am very happy that SK Energy is expanding. More kids are going to get fed behind this movement.
http://www.facebook.com/TwIsTeDkItTy82 Christie Marie

Great product, great taste and all for a great cause!!!!
Dj Gains Bond

I’m down for the long haul. A good cause and I’m in! Great product by great people.
http://www.facebook.com/grace.collins.35 Grace Collins

Before I became a nurse, I worked in management…in convenience stores in Florida.. these will do well there…a Lot of people in Florida & a Lot of conv/stores + business… And I love skenegyshots + what they support..
LoveCstores

In order for SK to become profitable with a 70 million dollar ad campaign with only 40,000 retail locations they would have to sell 10 bottles a day per store. And Sorry CVS and GNC will be lucky to sell that in a month. They want to feed the hungry send some of that 70 million to Africa it will be money better spent. I mean 5 hour is spending over 500,000,000 million this year alone on advertisment. But they literally are in every store in America and most importantly c-stores. Which also makes no sense to me since energy shots dont need to advertise. They sit on the most valueable place in a c-store. THE COUNTER. Impulse buy with high profit margins. 5 hours founder is basically having a pissing contest with himself and SK is just gonna piss their pants when they do the numbers. Even if they get into 300,000 c-stores, which is I think is in the USA they would have to sell 2 bottles a day per store to break even on their ad budget. Plus they have switced thier name from Street King to Sk and 5 hours of energy to 6 hours of energy, ugly black bottles, now silver. Besides the fact that naming it after what people refer to as the #1 crack dealer aka street king and using Joan Rivers as an endorser makes me question on who makes the final decisions in this company. 5 hour will always hold the majority of energy shot sales, but if the right company with the right people and the right product they could in under 5 years could establish themselves as high as 20% in sales.
mike

Love me some SK!
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DLOUPO

Lol nobody is buying that shit
http://www.facebook.com/rudy.r.richardson Rudy RudeBoi Richardson

Sk all day over that 5hr energy bs. Sk taste much better and proceeds every bottle sold go for a good cause
http://www.facebook.com/rudy.r.richardson Rudy RudeBoi Richardson

Sk all day over that 5hr energy bs. Sk taste much better and proceeds every bottle sold go for a good cause
http://www.facebook.com/urbanemotion Janet Rose Manning

This is great! Look forward to purchasing SK in Canada one day soon!! SK is Powerful!!
NEWSKULL

G-UNITY FONDATION… he created that in 2004… but you know the media would rather advertise the negative side of things… So most people don’t know about it unless you are a fan

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SK Energy Goes Grass Roots in Florida, Eyes $70 Million in 2012 Ad Expenditures

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