[Montreal] Canada's two biggest breweries are introducing beer brands containing guarana, an Amazon fruit believed to kick up energy levels as a natural source of caffeine. Molson launched Kick on March 21 and Labatt Breweries will follow in April with Shok. In addition to bottles and cans sold at retail outlets, red-and-white Kick is available in a sleek aluminum bottle at bars and clubs. Shok, with a predominantly blue label, launches with TV, radio and Internet ads, retail displays and bar and restaurant promotions by Taxi Advertising & Design, Toronto. Another independent agency, Grip, Toronto, will handle TV and outdoor ads for Shok.
Even pre-launch, Kick and Shok have been criticized by doctors and Mothers Against Drunk Driving (MADD) for mixing a depressant with a stimulant.