Contract, Chennai, gets Extra energy

The US-based company, Western International Beverage, is ready to launch its health drink brand, Extra – Energy Boost, in India by April 2006. The company has roped in Contract, Chennai, as its creative agency, while MPG will handle the media duties. The size of the business is said to be around Rs 3 crore.

Bimal Nair, senior vice-president and branch head, Contract, Chennai, confirms the news to agencyfaqs!, saying, “We will position Extra as an energy drink that can be consumed at any time of the day, as opposed to only at a certain point of time.”

“A former client of ours joined the Indian counterpart of Western International Beverage and recommended us. That is how the association happened,” Nair continues.

Extra – Energy Boost is an imported Thai drink, which is fortified with Vitamin B. It will be priced at Rs 75 for a 250 ml bottle. It is said that the segment of energy drinks will now experience strong competition between existing player Red Bull and new entrant Extra – Energy Boost.

The drink will be launched across ten cities – Mumbai, Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Kochi, Coimbatore, Pune and Goa – in the first phase of its launch (till March 2007), after which it will move over the rest of India.

In its first year, optimum emphasis will be given to mass media, with around Rs 1.5 crore allocated to that segment. The greater focus will be on other media such as visual merchandising and alliances. Events and promotional activities such as tie-ups with gyms, bars and health clubs are also being considered.

Concludes Nair of Contract, “Our essential TG is young people in the 20-28 years’ age group, who are either earning or have a certain amount of pocket money to spare on such products. This drink is an excellent alternative to alcohol and is meant especially for those who wish to live a ‘cool’ lifestyle and follow a strong fitness regime.”

© 2006 agencyfaqs!