SUNBOLT™
Energy Drink
Quaker Oats * Gatorade North America

Need: Quaker Oats/Gatorade North America asked CCG to test market Sunbolt, a new morning energy drink, to the greater Washington/Baltimore area and to clearly differentiate Sunbolt from Gatorade’s athletic replacement beverage.

Action: CCG orchestrated a sampling blitz of 1.5 million samples in an intensive guerilla marketing program targeting “everyone that works hard”—including auto workers, long shoremen, commuters, students, taxi drivers and Capitol Hill employees. Print and electronic media outlets were primed with coolers of Sunbolt and breakfast bagels. College campuses, street festivals and state fairs were also targeted.

Results: A region-wide Wake-up Baltimore and Wake-up Washington day scored coverage on network TV in both areas, front page stories in the business sections of the Baltimore Sun and Washington post, and key consumer weeklies. A Sunbolt spokesperson was interviewed on Baltimore’s #1 drive-time radio news program. Media placement goals were met and exceeded. CCG’s 12-week roll-out PR program became the prototype for Sunbolt campaigns nationally.