TenUnited to Adrenalize Sales of Stok Black Coffee Shots
Amid a sea of canned and bottled energy drinks, Stok is the first to let people add caffeine to their coffee without altering the taste. One "shot" of Stok is equal to one shot of espresso and contains 40 milligrams of caffeine.
15/05/07 TenUnited has been retained by WhiteWave Foods Company to serve as advertising agency of record for its Stok coffee-enhancing products. The billings for the account are $1 million, all of which will be allocated toward nontraditional marketing.
Amid a sea of canned and bottled energy drinks, Stok is the first to let people add caffeine to their coffee without altering the taste. One "shot" of Stok is equal to one shot of espresso and contains 40 milligrams of caffeine. Stok comes in two flavors: Stok and Stok Sweet, which contains the equivalent of one packet of sugar. The product will initially be sold to convinience store and will typically be free for consumers.
Stok will target socially active, boisterous consumers who live their lives in overdrive. TenUnited's nontraditional Stok campaign will include an online Stok Stag Club, Stok Challenge events with humorous consumer-generated content, Stoktail recipes, event sponsorships, celebrity endorsements, street teams, and in-store promotions. TenUnited will launch elements of the campaign Memorial Day weekend and will continue to build the brand throughout the year.
"Stok is an incredibly unique product in a high-growth category that doesn't have a lot of differentiation," said Rick Milenthal, chairman of TenUnited. "We intend to market it in an equally unconventional way."
TenUnited was named advertising agency of record for WhiteWave's International Delight flavored coffee creamers and Land O'Lakes half- and-half products in January.
