Canadian Manufacturing

GURU launches new marketing campaign to promote their beverages

Recent internal data shows GURU products’ weighted distribution at over 90% in the convenience and gas channel, and over 50% in the grocery, drug and mass channel in Canada.

March 24, 2022   by CM Staff

MONTREAL — GURU Organic Energy Corp., a Canadian organic energy drink brand, announces the launch of Made with Plants, a national campaign that highlights GURU’s market position as a plant-based drink.

Developed in collaboration with Sid Lee, the omnichannel campaign will kick off at the end of March. It features GURU’s full line-up of energy drinks (Original, Lite, Matcha, Yerba Mate and Guayusa Tropical Punch) and focuses on one of GURU’s reported key differentiators: its entirely plant-based and organic list of ingredients. The campaign will also be supported by the first large-scale in-store activation program, with the support of GURU’s exclusive Canadian distributor.

“Made with Plants is a bold campaign that introduces GURU’s better-for-you products to consumers across Canada and marks the beginning of the next phase of our ambitious Canadian growth plan. This campaign puts forward a fresh take on how natural, plant-based energy can fuel a healthy and active lifestyle. With the objective of creating awareness, encouraging trial, and reinforcing the fact that GURU is the better-for-you option in the market, the campaign builds on GURU’s momentum as the fastest-growing organic energy drink in Canada in the last 52 weeks1,” said Carl Goyette, President and CEO.

“This campaign also marks the national launch of our most recent innovation, Guayusa Tropical Punch. The first phase of its launch in Quebec was a huge hit, with Guayusa now ranking as the #6 energy drink in Quebec’s convenience and gas channel and as the industry’s top innovation both in 2021 and 2022-to date2. We are confident that this latest campaign, featuring our full range of botanicals-driven energy drinks, will help spread Good Energy across the country, thanks to GURU’s great taste and an all-natural energy boost,” Goyette added.

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Recent internal data shows GURU products’ weighted distribution at over 90% in the convenience and gas channel, and over 50% in the grocery, drug and mass channel in Canada (excluding Quebec).


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