KANSAS CITY, Mo. — iXL, an up-and-coming name in the sports hydration drink market, announced today the launch of a new cause marketing initiative with Big Brothers Big Sisters of Greater Kansas City (BBBS-KC). Each bottle sold will result in a donation to the non-profit organization, and the money raised will go towards finding Matches for at-risk youth in the area.
The BBBS logo is now featured on each iXL bottle along with the slogan Helping Kids Excel. iXL hopes to spread the word about the work BBBS does in the community. BBBS-KC CEO Micheal Lawrence is grateful for the company’s support.
“Through this generous cause marketing campaign we will be able to match children facing adversity with an adult mentor who will help them succeed in life,” said Lawrence. “Partners like iXL are helping us provide this service to hundreds more children every year.”
iXL was launched in 2011 with the initiative to market an elite hydration beverage that featured zero sodium and high potassium. Their headquarters are located nearby in Kearney, Mo. iXL products are now solid in Quiktrip stores and online, and they are currently expanding distribution across select markets in the U.S. iXL CEO Mark Davis spoke highly of the partnership.
“As a company and as individuals we believe that what Big Brothers Big Sisters is doing addresses one of the most important cultural and social issues in America today,” said Davis. “We’ve partnered with one of the organization’s top agencies, BBBS-KC, for the last year or so and we are extremely excited to take this partnership to a whole new level now. We are extremely pleased and excited to be connected.”
About Big Brothers Big Sisters
Big Brothers Big Sisters (BBBS) is one of the most admired non-profit organizations in the country, having literally helped millions of at-risk children change the course of their lives for the better through one-to-one professional mentoring. Children with “Bigs” are proven to receive better grades, have improved family relationships, have improved self esteem and are less likely to use drugs and alcohol.
BBBS of Greater Kansas City (BBBS-KC) is one of the most successful of the organization’s 400 affiliates—matching more than 1,600 children with adult volunteers in 2012 alone. In 2012, BBBS-KC was recognized as Agency of the Year, Board of the Year and was honored with the Gold Standard and Pinnacle awards. BBBS-KC is the fastest-growing affiliate in the country—while not compromising on the quality of its services.
iXL Elite Hydration is a premium, cross-functional hydration beverage that addresses today’s most important health concerns and sports performance needs. Formulated with a groundbreaking Zero Sodium/High Potassium aspartate-based ingredient system, iXL conquers thirst fast and addresses the critical imbalance of sodium and potassium in today’s diet. In blind taste tests, iXL was preferred over national sports drink brands up to 8 out of 10 times. iXL Elite Hydration is currently expanding distribution across select markets in the U.S. and is available in 5 ready-to-drink flavors.