ATLANTA -- 10-K Thirst Quencher here will team up with a popular kids' cable television channel for a spring promotion, to leverage its niche position as a sports drink for kids.
The company will run ad spots on Nickelodeon's "Guts" television show, tied to an instant-win game using caps from specially marked packages of 10-K. The promotion will run through July, and include price reductions, a freestanding insert and point-of-sale materials.
10-K's strategy to target "tweens" (children aged 8 to 14) led to a 20% jump in sales for the sports drink, according to Jim Stevens, 10-K president. 10-K is marketed by the Suntory Water Group.
"I decided we didn't want to go head-to-head with Gatorade," said Stevens. "Taste tests showed that kids thought our product tastes better than Gatorade.