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.