By Barry Janoff
March 22, 2015: In a move intended to take on sports energy drinks such as Gatorade, PowerAde and VitaminWater as well as the burgeoning coconut water category, Core Power has signed a roster of sports athletes to promote and appear in marketing for its line of high protein milk shakes.
The most notable of the group is Tony Romo, veteran quarterback for the NFL's Dallas Cowboys.
Core Power, from Fairlife LLC and distributed by Coca-Cola, has also signed Kemba Walker of the NBA's Charlotte Hornets, NHL New York Rangers team captain Ryan McDonagh, Patrick Sharp of the Chicago Blackhawks, Paralympic athlete Blake Leeper and trainer Shaun T.
The athletes will be part of a mutli-platform campaign from Chicago-based Fairlife, "Everyday Awesome," in which they will promote the theme, "Awesome happens every day and is worthy of recognition."
Financial terms of the deal with Romo and the other players were not disclosed.
Core Power, which launched in 2012, initially used sampling at running and endurance events to get the word out, according to Fairlife. It now seeks to directly tap into the fan bases of the NFL, NBA and NHL, as well as endurance athletes.
According to Steve Jones, CEO for Fairlife, "Core Power is for the 'Everyday Awesome' person that puts their heart and soul into personal achievement: from simple active living to fitness enthusiast to elite athlete. Regardless of skill level, they strive to be better every day and are determined to reach their personal best."
"Core Power is really simple and pure," Romo said in a statement. "And that's what you're looking for — you want it to be simple."
The new campaign, targeting core athletes and "weekend warriors," will be anchored by print, Internet and social media, sees each of the athlete endorsers giving a reason why Core Power works for them.
"Because I work on Sundays," says Romo.
"Because work is a workout," says McDonagh.
"Because I want to be the best," offers Walker.
Regarding the addition of Romo, Walker, McDonagh and the others, Jones said, "It's these amazing everyday athletes and weekend warriors that serve as inspiration to us all. Our new 'Everyday Awesome' campaign highlights our athlete endorsers off the field as well as on, showing 24/7 determination towards reaching their personal goals of fitness, wellness and achievement."
Core Power high protein milk shake launched in 2012 when Select Milk Producers entered into a partnership with Coca-Cola to form Fairlife, LLC. The Coca‑Cola Co is the distribution partner for the products that Fairlife, LLC, creates, markets and sells.
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