How about a radio brand in your hand? This was the thinking behind the launch yesterday of Énergie, an energy drink launched by Montreal-based Astral Media Radio’s network of the same name. The product, which carries the same logo, branding and graphic elements as the radio network, is an equal partnership between Astral Media Radio, Cott Beverages in Toronto and Laval, PQ’s Couche-Tard chain, targets the radio net’s bullseye demo – the 18-34s. The partnership deal was done in-house.
‘This is a wonderful marketing tool for us,’ says Charles Benoit, Astral Media Radio’s VP of programming. ‘It’s a total brand extension. [Our research shows] that more than 40% of people do their listening in the car and the Couche-Tards are everywhere.’ He also says that Astral Media Radio’s research [culled from BBM RTS] has shown that energy drinks are very popular with the 18-34 set and though Red Bull may be the number one brand in the energy drink market, he hopes for ‘a strong number two’ with this product. Benoit says the company is planning to spend $1.5 million in radio airtime value to promote the new drink between now and the end of May. Énergie will be available at all 536 Couche-Tard stores all over Quebec. The radio network of the same name reaches more than 1.7 million listeners per week.
