The beverage company's tagline directly touts its new celebrity spokesman, Green Bay Packers quarterback Brett Favre, who was born in Real Pure's home state of Mississippi. Mr. Favre will grace packaging for Real Pro sports drink, and will also will star in advertising, breaking in June, for both Real Pro and Real Pure.
The campaign, from Squires & Co., Dallas, will include an initial slate of trade ads in May running in retailer-targeted publications. In June, the effort will be expanded with consumer ads on billboards, along with radio spots and newspaper inserts across the Midwest, Southeast and eastern markets where Real Pure is distributed.
The advertising is intended to spark sales of the existing line of Real Pure bottled water and introduce the new sports drink line that is "resonated" for what Real Pure claims is faster absorption of nutrients and improved metabolism.
Mr. Favre's endorsement-on packaging for Real Pro as well as in ads and point-of-purchase materials-will help drive home the company's message that its new sports drink enhances stamina by 42%, performance by 48% and energy by 48%, said Elizabeth Farris, VP-Mississippi operation at Squires.
Real Pro will go up against an existing roster of sports drinks or isotonics marketed to athletes, among them Quaker Oats Co.'s top-ranking Gatorade and PepsiCo's AllSport. The Real Pro line includes Lemon Lime, Fruit Punch, Tropical Berry and Citrus Cooler varieties.