“The benefits of tart cherry juice are real and Cheribundi tastes great, and this combination creates a great opportunity to reach consumers who have an unmet need," said Brian Ross, Cheribundi CEO. "Oregon Chai and Izze were both new and exciting and delicious, but there were no specific health benefits attached. What is different here is that not only do we have great taste, but we have amazing health benefits to offer."Tangy Montmorency cherries, the main ingredient of the juice, are very useful in reducing muscle and joint pain after intense exercise, as studies have shown. The juice is thus used by a number of college and pro athletes from a number of sports. Some of the athletes that participated in the recent Olympic Games stated they have drunk it after a competition and have had great results. The professional teams that endorse Cheribundi’s juice are National Basketball Association’s New York Knicks, the National Football League’s Pittsburgh Steelers, New England Patriots, St. Louis Rams and the Dallas Cowboys, and Philadelphia Phillies. The marketing campaign that promotes this cherry juice includes, beside endorsements, event sampling at various athletic competitions. Also, large billboards promoting the juice will be placed on the basketball and football stadiums of the University of Colorado, as part of a sponsorship offered to the university. Muscle and joint pains are not something anyone would enjoy, and athletes go the extra mile when exercising in order to stand a chance at gold medals in competitions, thus increasing their chances of suffering from such pains. Tart cherry juice seems to be really useful in relieving these pains, as it has, according to experts, anti-inflammatory and antioxidant properties, and contains melatonin, also known as a natural sleep aid, Vitamin A, iron, potassium and calcium. The campaign idea of partnering with sport teams is indeed a good guerrilla marketing idea as it focuses exactly on their main target – and big teams from that audience!
PR News
By EPR Editorial Team2 min read
Cheribundi Partners with Sports Teams to Promote Tart Cherry Juice
By EPR Editorial Team2 min read
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The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
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