Coke is re-launching its old TaB beverage brand, this time positioning it as an energy drink and targeting it at young, urban, stylish women. To support the mid-June launch, TaB will be sponsoring exclusive, invite-only events across the country throughout the summer at clubs, spas and restaurants, leading up to a party during September’s Toronto International Film Festival.
The events are being handled by Toronto-based Moxie Promotions, which says it still has a few sponsorship opportunities available for fashion and beauty brands to provide swag. They’ll be taking place in Halifax, Calgary, Toronto, Montreal and Vancouver, and will covet key influencers and fashion-leaders. www.moxiepromotions.com
The launch is also being supported by a national campaign including print, sampling and cinema efforts, all with the tag ‘TaB energy…Fuel to be Fabulous.’
