Astral introduces Energie-branded energy drink
By Adnews Staff
Astral Media Radio has introduced a branded energy drink to promote its Énergie radio network. The initiative is being conducted in association with Alimentation Couche-Tard and Cott Beverages Canada. The drink, also called Énergie, will be sold exclusively through the 536 Couche-Tard convenience stores in Quebec. "We wanted to maintain more tangible contact with [our listeners] on an everyday basis," said Charles Benoît, vice-president of programming at Astral Media Radio. "By partnering with a leading distributor such as Couche-Tard, which can reach our listeners where they are, we feel we have a winning approach for this entire campaign." The beverage will be promoted primarily with in-store advertising and a radio campaign that will run on the network from Feb. 6 to May 21.