@@img1October 2005 – “A BURN BLITZ is when our staff travels to a specific market and floods it with free samples of BURN,” said Tyler Benedict, president of Source Beverages. “This generates excitement about our product and gives us an opportunity to hear immediate feedback from our customers.”
The goal of a BURN BLITZ is to increase trial and to spark positive word of mouth, Benedict said. He has already seen encouraging results from this aggressive marketing strategy.
“This is an effective way to ignite sales in new distribution areas and to stimulate growth in established markets,” Benedict said. “In addition to our regular marketing, we try to Blitz each area at least twice per year.”
The BURN BLITZ effort is part of the company’s continuing effort to expand market share in the competitive energy drink category.
During a BURN BLITZ, a Source team shows up at various events such as concerts, 5K’s, cycling events, festivals and collegiate activities.
“I personally hand out ice cold BURN to people while telling them the benefits of the product,” said Kurt Cavanaugh, Source Beverages’ national promotions director. “This gives us a good indication of consumer wants and needs on a grassroots level.”
The major focus is the college market, Cavanaugh said.
“We do midnight BURN Study sessions on college campuses during exam week,” Cavanaugh said. “Students say that Source BURN helps them stay alert and keep mentally focused.”
With more caffeine than competing products, plus Taurine, B-Vitamins, Arginine and EndurlacT, Source’s new BURN2 16oz Energy Drink offers consumers a real advantage. And, with better margins, broad brand appeal and aggressive marketing support, it offers distributors and retailers a national brand to compete with MonsterT and RockStarT.
Source Beverages will continue the BURN BLITZ campaign into 2006, hitting at least 25 cities, based on the excellent response from the target markets.
The Source® line of alternative beverages includes the world’s strongest and healthiest energy drink, Source BURN® and zero-carb Sugar Free Source BURN®, named Best New Product of 2004 by Stagnitos New Products Magazine. With or without the carbs, BURN delivers a tasty, crisply carbonated blend of 118 mg of caffeine, guarana, ginseng, taurine, vitamins B-6 and B-12, and antioxidants A, C and E in every can. Available in both 8.4oz and 16oz sizes, you’ll find Source BURN and zero-carb Sugar Free Source BURN in bike shops, nightclubs, bars, cafes, gyms and convenience stores all across the U.S. Source Beverages are manufactured by P.R. Performance Inc. For more information, call 336.540.9476 or visit www.sourcedrinks.com