Long-time C&A client NORCAL BEVERAGES faced a seemingly
insurmountable obstacle when they chose to launch a new
energy drink: after all, the last thing the world appeared
to need was another energy drink. Moreover, this new
product was not just a license to bottle an existing beverage
with an established brand identity and customer base (as is
the case with their other products); this new drink was to
be the sole creation of NORCAL. The result was
GO GIRL, the first energy drink directed at females.
To meet this challenge Clark & Associates produced
a multi-spot radio campaign and radio station promotion program
that took the product to the streets and into the hands (and
mouths) of actual users. Based upon the success of
the local test marketing C&A is now helping NORCAL to
launch GO-GIRL into additional cities. |