Astral/Couche Tard – Énergie Drink

Energy drinks posted sales of about $2 million a year in Quebec, with figures growing steadily, but while there was a dominant market leader, there was no clear number two.
Agency: DraftFCB

Astral/Couche Tard – Énergie Drink

Gold: Best Integrated Campaign Silver: Best Launch

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): May 2006-April 2007Start of Advertising/Communication Effort: February 2006–ongoingBase Period for Comparison:12 months ending March or April 2006

Astral Media Radio and Couche-Tard and are pillars of business success.

Astral Media Radio owns the Énergie network. Its 10 stations throughout Québec draw 1,663,200 listeners. That's one out of every four Quebeckers over 12 years old.

Alimentation Couche-Tard, for its part, has 560 outlets, and toils in the trenches of the convenience-store industry The search...

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