One Bodega At A Time

Want to win coveted New York City shelf space for an all natural, organic, non-carbonated energy drink out of Canada?
According to The New York Times, a gift for schmoozing, a comfortable pair of shoes and armorlike skin are the price of entry.
With the help of a sales team in possession of these attributes, Guru started selling its drinks downtown last July. It has advertised in The Village Voice and Time Out New York, sponsored art and fashion shows, and scooted around the city in its electric cars to promote the idea that the car and Guru offer “clean energy.”
An 8-ounce can of Guru, which is touted as “an organic Red Bull,” sells for $2.29 to $2.49, and a 16-ounce can fetches $2.79 to $3.50.
Due to health concerns Americans have been drinking about 33 fewer cans of soda per person per year since 1998. This opening has led to the rise of small beverage companies that become big before selling to a behemoth.
Glacéau, the makers of Vitaminwater, sold to Coca-Cola last year for $4.1 billion.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.