The Game: Socko Energy Hits Nascar; Sunoco Fuels Cars, Choppers
Monday, June 12 2006
Published on AllBusiness.com
With a name like Socko Energy and ingredients such as horny goat weed, it's hard to align with a sedate partner. That's why the drink will be part of the highest of energy groups: Nascar.
Beginning this month, Socko Energy will become the primary sponsor of a new Nextel Cup team from H&K Motorsports, Denton, Texas. The deal includes 21 Nascar races through the 2008 season, as well as 10 ARCA Racing events, six Craftsman Truck races and five Nascar West regional events. Financial terms of the deal were not disclosed. The car—there actually are seven in the stable—will make its debut Sunday, June 25, at Infineon Raceway, Sonoma, Calif.
This is the second new high-profile partnership for Socko. The brand, owned by Bliss Beverage, Scottsdale, Ariz., signed a deal in May with wrestler/reality show star Hulk Hogan to create Hogan Energy Powered by Socko.
Socko Energy has gained some notoriety since it was launched three years ago by Bliss Beverage owners Mike Jannicelli and Jordan Harwood, including an irreverent mobile marketing effort and a hot air balloon adorned with Socko's vibrant green logo. Regional print and outdoor ads, via Blue Media, Tempe, Ariz., feature such creative as a geeky guy asking, "Is it OK to have Socko with my sister?" and a sexy woman who wants to know, "Does this Socko make me look fat?"
Although the deal with H&K will be Socko's most visible push to date, the drink will get a lot of exposure in the upcoming Rocky VI, including logo placement on fighters' jerseys, on the corners of boxing rings and in the center of the ring during key fight scenes. Bischoff-Hervey Entertainment, Los Angeles, handled Bliss' deals with Hogan and Rocky VI.
"We realize the power of Nascar," said Harwood. "It says something when you can reach a consumer base of 70 million." Socko is sold in 16 states, a far cry from category leader Red Bull. But it's staking a claim in the $1.5 billion energy drink industry, per Beverage Marketing, New York. "We'll take some risks to get our name and product to the public," said Jannicelli.
Fueling Philanthropic Causes
Sunoco is undertaking initiatives to promote its status not only as the "official race fuel" of Nascar, but also as a company that fuels philanthropic causes.
For the latter, Sunoco has teamed with the Teutuls—Paul Sr. and Jr. and Mikey—of Orange County Choppers, Montgomery, N.Y., and stars of American Chopper on Discovery Channel. They built a custom-made bike that was presented to the racing team of Richard and Kyle Petty; Kyle co-founded with his wife Pattie in 2000 the Victory Junction Gang Camp for kids with chronic diseases. The bike will be auctioned off this summer, with proceeds going to VJGC. The effort will be featured on two American Chopper shows June 19.
Separately, Sunoco this week will launch "The Free Fuel 5,000." TV and print, via SFGT, Philadelphia, will feature Nascar drivers Jimmie Johnson, Tony Stewart and Kasey Kahne. A free Sunoco decal is available nationwide; if a consumer is spotted with the decal on their car by a Sunoco team member, they can win gas cards. Most will have a $10 value, but one will be worth 10,000 gallons of gas.
"We produce more racing gasoline than anyone, which is highlighted in our Nascar alliance," said Cynthia Archer, vp-marketing and development at Sunoco, Philadelphia. "But the relationship with Orange County Choppers, the Pettys and Victory Junction Gang Camp really shows how Sunoco is involved in many different projects."
E-mail: bjanoff@brandweek.com
Beginning this month, Socko Energy will become the primary sponsor of a new Nextel Cup team from H&K Motorsports, Denton, Texas. The deal includes 21 Nascar races through the 2008 season, as well as 10 ARCA Racing events, six Craftsman Truck races and five Nascar West regional events. Financial terms of the deal were not disclosed. The car—there actually are seven in the stable—will make its debut Sunday, June 25, at Infineon Raceway, Sonoma, Calif.
This is the second new high-profile partnership for Socko. The brand, owned by Bliss Beverage, Scottsdale, Ariz., signed a deal in May with wrestler/reality show star Hulk Hogan to create Hogan Energy Powered by Socko.
Socko Energy has gained some notoriety since it was launched three years ago by Bliss Beverage owners Mike Jannicelli and Jordan Harwood, including an irreverent mobile marketing effort and a hot air balloon adorned with Socko's vibrant green logo. Regional print and outdoor ads, via Blue Media, Tempe, Ariz., feature such creative as a geeky guy asking, "Is it OK to have Socko with my sister?" and a sexy woman who wants to know, "Does this Socko make me look fat?"
Although the deal with H&K will be Socko's most visible push to date, the drink will get a lot of exposure in the upcoming Rocky VI, including logo placement on fighters' jerseys, on the corners of boxing rings and in the center of the ring during key fight scenes. Bischoff-Hervey Entertainment, Los Angeles, handled Bliss' deals with Hogan and Rocky VI.
"We realize the power of Nascar," said Harwood. "It says something when you can reach a consumer base of 70 million." Socko is sold in 16 states, a far cry from category leader Red Bull. But it's staking a claim in the $1.5 billion energy drink industry, per Beverage Marketing, New York. "We'll take some risks to get our name and product to the public," said Jannicelli.
Fueling Philanthropic Causes
Sunoco is undertaking initiatives to promote its status not only as the "official race fuel" of Nascar, but also as a company that fuels philanthropic causes.
For the latter, Sunoco has teamed with the Teutuls—Paul Sr. and Jr. and Mikey—of Orange County Choppers, Montgomery, N.Y., and stars of American Chopper on Discovery Channel. They built a custom-made bike that was presented to the racing team of Richard and Kyle Petty; Kyle co-founded with his wife Pattie in 2000 the Victory Junction Gang Camp for kids with chronic diseases. The bike will be auctioned off this summer, with proceeds going to VJGC. The effort will be featured on two American Chopper shows June 19.
Separately, Sunoco this week will launch "The Free Fuel 5,000." TV and print, via SFGT, Philadelphia, will feature Nascar drivers Jimmie Johnson, Tony Stewart and Kasey Kahne. A free Sunoco decal is available nationwide; if a consumer is spotted with the decal on their car by a Sunoco team member, they can win gas cards. Most will have a $10 value, but one will be worth 10,000 gallons of gas.
"We produce more racing gasoline than anyone, which is highlighted in our Nascar alliance," said Cynthia Archer, vp-marketing and development at Sunoco, Philadelphia. "But the relationship with Orange County Choppers, the Pettys and Victory Junction Gang Camp really shows how Sunoco is involved in many different projects."
E-mail: bjanoff@brandweek.com