GURU Energy partners with CTV’s The Amazing Race Canada

The energy drink maker will sponsor a once-in-a-lifetime trip to the winners.
Daniel Reale-Chin
Associate Editor, Convenience Store News Canada
Daniel Reale-Chin, a young man with a beard, smiles at the camera
Guru organic energy The Amazing Race promo

Guru Organic Energy Corp. has partnered with CTV’s The Amazing Race Canada. For its sponsorship, the Canadian energy drink brand will appear in multiple episodes and sponsor a once-in-a-lifetime trip for two around the world for the winners. 

“We are very excited to partner with CTV’s The Amazing Race Canada for the upcoming season,” said Carl Goyette, president and CEO of Guru. “Last year’s series was a great experience and allowed us to grow the Guru brand across Canada, as more consumers looking for clean, great-tasting energy realized that we are the best option available on the market. We believe this year will be even more exciting as we continue to build our connection with our target audience and drive key messages about our better-for-you products.”

[Read more: Guru Organic names industry veteran Rajaa Grar as CRO”]

Guru’s “Feel Good Energy” drinks, which are plant-based with natural caffeine – will be featured throughout the reality competition series for its ninth season. Guru also sponsored the show last year, and similar to then, the company will also be running an online contest and in-store to allow Canadians to win a trip anywhere in the world for a value of up to $10,000.

The company is also launching its national marketing campaign, “Summer of Feel Good Energy”, which will run at the same time as The Amazing Race Canada and the Canadian Elite Basketball League 2023 season. The marketing campaign is geared towards showcasing the natural energy found in Guru organic energy drinks and will mainly include in-store activations with Guru’s exclusive distributor in its Canadian c-stores and retailers. Look out for in-store displays at your local c-store and digital, social media and influencer engagement. 

Guru’s latest flavour – Guru Theanine Fruit Punch – was recently showcased in our inaugural CSNC New on Shelf newsletter

“We are focused on continuing to educate our Canadian consumers about our good ingredients and unique value proposition of “Feel Good Energy” thanks to our plant-based natural caffeine with zero artificials to bring in new consumers, while increasing conversions through our large network of Canadian retailers. In addition, our latest innovation, Guru Theanine Fruit Punch, has experienced a solid start since its official launch in March, and will help amplify our Good Energy across Canada,” added Mr. Goyette.

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