Loaded magazine fires energy shot

06 August, 2010

Edinburgh-based Podium Brands has teamed up with men’s magazine Loaded to launch an energy shot containing what is claimed to be an aphrodisiacal compound.

Loaded Stamina Shot will be sold in 6cl bottles with sales through SHS Sales & Marketing.

Podium said it approached Loaded owner IPC Media because the magazine is one of the most recognisable brands for energy drink consumers. The launch will be backed by an ad campaign.

The pack features the model India Reynolds, who will be appearing at events across the UK to promote the brand.

Podium founder Glyn Partridge said: “The energy drinks market is a cluttered one and consumers are confused by the energy shot extensions of the big players.

“Research shows consumers want extra functionality – which is what Loaded Stamina Shot delivers.

“We have also identified that the highest proportion of energy shot drinkers are young men and who don’t take life too seriously.”

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