The drink is the product of a partnership with IPC Media’s licensing and syndication business IPC Plus in a deal brokered by international brand management company Global Brands Group.
The Loaded Stamina Shot has the pep up power of a standard-sized energy drink but in a 60ml bottle. The product has been launched, says IPC, at a time when new research shows that energy drink consumers are making a switch from standard sized energy drinks to energy shots and are keen to explore functional benefits other than pure energy. The drink will receive an extensive advertising push across IPC titles and it will be promoted directly to Loaded’s reader database.
The Loaded Stamina Shot contains amino acids, herbal extracts, vitamins and stimulants from natural dietary sources blended to powerful effect. It has a balanced energy formula, does not contain sugar and provides hours of energy without the jitters.
The bottle is guaranteed to stand out as it features popular Loaded cover girl, India Reynolds, who will be promoting the brand at events across the UK.
James Thrower, Loaded associate publisher, says: “This is a fantastic brand extension for Loaded. We’re the brand that invigorated men’s publishing and the Loaded Stamina Shot is a pioneer in the energy drink category.”
Glyn Partridge of Podium Brands adds: “The energy drinks market is a cluttered one and consumers are confused by the energy shot extensions of the big players. Most brands offer the same benefit and yet research shows that consumers want extra functionality which is what Loaded Stamina Shot delivers. It works as a practical pep-up during the day but has a few extras under the hood at night time to help drinkers to lift their game.”
