The text-message based contest, which took place in partnership with Circle K Great Lakes Division stores in nine states, offered shoppers the opportunity to win a Harley-Davidson Sportster 883 Low.
The Xyience Harley promotion ran from September 1 through October 31, 2010, in Circle K stores in Ohio, Michigan, [image-nocss] Pennsylvania, Indiana, Kentucky, Maine, New Hampshire, Vermont and Massachusetts. During that time, thousands of consumers entered to win via text message and Circle K stores offered Xenergy Premium on a two-cans-for-$3 price promotion. No purchase was necessary to enter the contest.
"Our customers relate to the Harley-Davidson brand, so the promotion generated a lot of excitement in our stores," said Ken Dillon, senior category manager at Circle K. "It's important to Circle K that we engage our customers in the most authentic manner possible, while at the same time driving sales. Working with Xyience, we were able to successfully accomplish those two goals. On behalf of Circle K, I want to congratulate Dolly Charley, and we look forward to future promotions with Xyience."
Reuben Rios, Xyience's vice president of U.S. sales, added, "While Xyience has been building momentum in the Northeast region for some time, the success of this promotion is due greatly to the execution on the retail level retail by Circle K's management teams. Circle K is an important retail partner that remains committed to our brand, and their store managers go above and beyond to see that our joint promotions yield a great return. For Xyience, it's a pleasure to create a special retail experience for Circle K shoppers. We're looking forward to devising strategies so that together we can deliver unique promotions to the loyal Circle K customer."
Charley, 28, is a longtime Circle K shopper and points to Xenergy Xtreme Cherry Rush as her energy drink of choice. "I'm a big fan of mixed martial arts, the UFC and Harley-Davidson, so when I saw this promotion at Circle K it caught my attention," she said. "I didn't really think much of it until I got the call saying that I won. I was shocked and thrilled; it's an amazing opportunity."
She added, "I want to extend my sincerest thanks to both Circle K and Xyience. It's a dream come true."
Circle K Stores operate within Laval, Quebec-based Alimentation Couche-Tard Inc.. Couche-Tard operates a network of 5,878 c-stores, 4,141 of which include motor fuels dispensinglocated in 11 large geographic markets, including eight in the United States (operating primarily under the Circle K name) covering 43 states and the District of Columbia, and three in Canada (operating primarily under the Mac's and Couche-Tard names) covering all 10 provinces.
In other company news, Las Vegas-based Xyience said that it has selected John Lennon to serve as its new president. Lennon brings 25 years of beverage industry leadership to the growing energy drink brand, including his most recent post as president and CEO of Pabst Brewing Co.
Prior to joining Pabst, Lennon was responsible for the 2006 launch of International Beverage USA (InterBev), a subsidiary of ThaiBev PLC, a producer of spirits and beer. InterBev USA imports and markets a portfolio of super-premium brands including Chang Beer, Mekhong Thai Rum and the Inver House Distillers portfolio of single malt scotch whiskies including Speyburn, Bradan Orach, Old Pulteney and Balblair.
Lennon has also served as president and CEO of Pyramid Breweries, a leading player in the fast-growing U.S. craft beer category, and Beck's North America, with responsibility for the United States, Canada and Caribbean. His background also includes a period as vice president and general manager of Guinness Caribbean and Latin America, where he served on the board of directors of several breweries and soft drink bottlers throughout the region. He also functioned in senior marketing and sales roles with the Nestle Co., Mexico's FEMSA Cerveza, Grand Metropolitan (now Diageo) and with Guinness in both the United States and Ireland.
Xenergy is the official energy drink the Ultimate Fighting Championship (UFC). It is a sugar- and calorie-free drink that's fortified with vitamins. All-natural flavors provide a consistent supply of energy without the "crash" inherent with most other energy drink brands, the company said. Xenergy Premium flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme flavors include Orange Fuel, Lemon Blast, Citrus Slam, and Cherry Rush. Xenergy is available throughout the United States and Canada.
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