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Press Office - Press Releases
LOADED INJECTS A SHOT INTO THE ENERGY DRINKS MARKET
July 20, 2010
Iconic men's magazine Loaded and nutraceuticals company Podium Brands are taking energy drinks into a whole new direction by launching a stamina shot with additional aphrodisiacal benefits, helping the drinker to 'raise their game'.
The drink is the product of a partnership with IPC Media's licensing and syndication business IPC Plus in a deal brokered by international brand management company Global Brands Group.
The Loaded Stamina Shot has the pep up power of a standard-sized energy drink but in a 60ml bottle. The product has been launched at a time when new research shows that energy drink consumers are making a switch from standard sized energy drinks to energy shots and are keen to explore functional benefits other than pure energy. The drink will receive an extensive advertising push across IPC titles and it will be promoted directly to Loaded's reader database.
The Loaded Stamina Shot contains amino acids, herbal extracts, vitamins and stimulants from natural dietary sources blended to powerful effect. It has a balanced energy formula, does not contain sugar and provides hours of energy without the jitters.
The bottle is guaranteed to stand out as it features popular Loaded cover girl, India Reynolds, who will be promoting the brand at events across the UK.
James Thrower, Loaded associate publisher, says: “This is a fantastic brand extension for Loaded. We're the brand that invigorated men's publishing and the Loaded Stamina Shot is a pioneer in the energy drink category.”
Glyn Partridge of Podium Brands adds: “The energy drinks market is a cluttered one and consumers are confused by the energy shot extensions of the big players. Most brands offer the same benefit and yet research shows that consumers want extra functionality which is what Loaded Stamina Shot delivers. It works as a practical pep-up during the day but has a few extras under the hood at night time to help drinkers to lift their game.”
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About Loaded
The brand that invigorated the men's magazines market in 1994 continues to head the men's monthly market in innovation more than a decade on. Aimed at 18-30 year-old-men, Loaded presents the edited highlights of a young man's interests and aspirations: sport, cars, grooming, beautiful women and gaming in clearly signposted sections.
About IPC Plus
IPC Plus is the division of IPC focused on brand licensing, syndication and international publishing. It is dedicated to developing innovative commercial partnerships and providing partners with access to our market leading brands and award-winning content.
About Global Brands Group
Global Brands Group's business is focused on product licensing, merchandising and retail development. Currently Global Brands Group's growing portfolio of intellectual properties includes brands created by the Federation Internationale de Football Association (FIFA), the PGA TOUR Licensed Properties, Inc. (PGA TOUR), Federation Internationale de Basketball (FIBA), IPC Media and Warner Bros. Consumer Products among others.
www.globalbrandsgroup.com
For more information about Loaded or IPC Plus please contact Anna Gawan, press officer, IPC Media on 020 314 85405 or email anna_gawan@ipcmedia.com
For more information and images on the Loaded Stamina shot, please contact Patrick Reed at preed@consolidatedpr.com or on 020 7781 2379
IPC Media Limited. Registered Office: Blue Fin Building, 110 Southwark Street, London SE1 0SU. Registered in England and Wales no. 00053626.