NEW YORK -- Purebrands LLC, a holding company that creates, acquires and markets proprietary and differentiated consumer products, has launched an energy delivery system called Sheets energy strips. The product's tagline is "the new way to do energy." The co-founders, LeBron James and brand builders Warren Struhl, Jesse Itzler and Maverick Carter, are hoping to tap into the emerging dissolvable strip market.
Sheets paper-thin dissolvable strips are placed onthe tongue, begin to dissolve instantly and are easily swallowed and digested delivering hours of energy. Sheets do [image-nocss] not spill or melt, have no calories, no carbohydrates, no sugar and require no water. One serving of Sheets contains caffeine comparable to a cup of the leading premium coffee as well as vitamins B and E.
"Taking a Sheet is part of my pre-game and halftime ritual," said James. "Sheets are a smart and convenient way to get energy."
Carter said, "Sheets are an effective and innovative way to deliver energy."
Sheets use proprietary technology that provides a delivery system enabling consumers to get energy, whether in competition, at work or at home. Each Sheet is individually wrapped in a thin and convenient pouch, giving consumers the option to carry Sheets in their wallet or pocket.
"Our athlete and celebrity partners have played a key role in the innovation process and worked collaboratively with [us].... We're thrilled to launch Sheets today and look forward to working with the team to develop future products using our proprietary Sheets technology," said Struhl, CEO of Purebrands.
The launch of Sheets will be supported initially by a $10 million marketing campaign leveraging athlete and celebrity involvement by James and partners Amar'e Stoudemire, Drake, Ray Rice and others. The campaign will incorporate social media, traditional advertising and sampling programs.
The Sheets team also announced its partnership with recording artist Pitbull, who will spearhead the brand's Hispanic marketing efforts, creating advertising, marketing and promotional initiatives to reach Latino consumers worldwide.
Melrose Park, Ill.-based Convenience Valet is the exclusive distributor of Sheets, with assistance with Irvine, Calif.-based Advantage Sales& Marketing.
PureBrands is a holding company that creates, acquires and markets proprietary and differentiated consumer products to address a variety of consumer lifestyle and wellness needs using proprietary wearable, topical, transdermal and oral nutritional delivery systems. The company's inaugural product will be Sheets energy strips, due to launch in June 2011.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.