According to Circle K officials, GazZu was developed to respond to the worldwide energy drink boom and lack of drinks that appeal to both men and women. "To successfully enter the fast-growing energy drink segment, we realized that GazZu had to have a unique approach, different from the typical macho look, feel and taste. We wanted broad appeal," says Russ Kidd, senior category manager of packaged beverages for Circle K Southeast.
Developed in conjunction with BooKoo Energy (OTC Bulletin Board: BOKO), a leading independent energy drink producer known for innovation and great taste, GazZu offers an added feature--tasty flavors in regular energy (citrus), cherry, and orange-mango.
Through taste and brand profile testing with more than 400 southeast residents from teenagers to seniors, the three chosen GazZu flavors passed with flying colors; cherry and orange-mango likened, respectively, "to long-time favorites like cherry popsicles and orange creamsicles."
"We're extremely excited to be partnering with a leading convenience store chain like Circle K," says Dan Lee, president of BooKoo Energy. "The fact that they were so involved in the concept, research, development, marketing, and throughout the creation of GazZu reinforces the strength of the partnership between Circle K and BooKoo and will help to make GazZu a success."
Packaging also played an important role in product development. The GazZu logo and design combines a high-tech look with a retro feel to appeal to hip energy drink consumers, both male and female. The GazZu tagline, "Give me a G," provides a call to action and a flavor-customizable slogan.
For the initial launch, 16 oz. cans of GazZu will be sold exclusively at Circle K stores in the southeast, southwest and Midwest U.S. To kick-off the product launch, all Circle K Southeast locations will feature a Buy 1 Get 1 Free promotion on GazZu, kicking off Sept. 5 to continue through the remainder of 2007. Sampling in markets across the country also will be initiated this fall to create buzz around the product.
GazZu will be priced competitively with other front line energy drinks nationwide. Additional flavors are already under consideration, including a low-carb version.
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