Rebranding of energy drink to kickstart new marketing activity


kick start energy

Global Brands has announced a rebranding of its popular energy drink Kick Energy as Kick Start alongside a new programme of marketing activities.

The brand, which was originally launched in 2008, has undergone the name change to capture the idea of “turning dreams into action”.

Global Brands is also planning a calendar of activity for Kick Start next year, including becoming the headline sponsor of the 2015 Ginetta Junior Championships, the only motorsport series for young, emerging racing drivers.

Global Brands marketing director Simon Green said: “The Ginetta Junior Championships is an exciting way to bring the Kick Start proposition to life as it gives talented young racing drivers the chance to get behind the wheel, in the same way Kick Start gives consumers the chance to kick start their ambitions into action.

“Reaching a TV audience of 31.5 million consumers each year, it’s also a fantastic way to get the brand in front of new consumers in a credible way.”

Since its launch, the energy drink has established strong links with gamers through on-pack promotions for video game releases such as Batman, Tomb Raider and Duke Nukem. This is set to continue in 2015 with a wider campaign focused on bringing the brand’s gaming and motorsport links together.

Global Brands will be supporting the rebranded Kick Start with updated point-of-sale materials, a range of new serves for the on-trade, in-store activation in the off-trade and a calendar of on-pack and social media activity.

Hinting at new product launches in 2015, Simon added: “Evolving Kick Energy to Kick Start is just the start of our development plan for the brand. In addition to Kick Start Original we have been exploring new product development, including a multi-sku concept which could add more value to the category by engaging with consumers who don’t currently purchase energy drinks.”

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