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Success of Cloud 9 energy drink
Published on 2 Feb. 2010 12:01 AM IST
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Goldwin Healthcare Pvt. Ltd., the makers of “Cloud 9” energy drink, has already made inroads into the Indian energy drink market. The first variant to be introduced was ‘Pomegranate’, followed by ‘wild berry’, ‘red grapes’ and the latest variant ‘premium’ which has already captured the market in just one month since it was launched. As they say “For a ship to reach to its destination depends on its captain”, similarly the success of GHCPL – “Cloud 9” energy drink is nothing but the result of young and dynamic director Priyesh Ganatra who is following his dad Mohan Ganatra’s steps to ultimate destinations of great Heights and success. Director, Priyesh Ganatramade said the FMCG was mainly dominated by foreign market, and the ingredient used in most of the energy drink was harmful to human body so it came up with an energy drink that was made from fruit extract and natural ingredients which comes under FDA Standard. On being asked the reason for naming the energy drink, “Cloud9”, he said “Cloud 9” itself signifies a light, happy and elevated state of mind. One that’s exhilarating but not intoxicating. He also added that the ‘high’ in “Cloud 9” comes from its natural energy boosters: Guarana, Ginseng, Taurine, B group vitamins that safeguard your health. Zero alcohol content means no hangovers. “Cloud 9” has taken the market by storm due to its excellent distribution market across the nation, which personally monitors Malls, multiplexes, retail, 5stars, pubs, disc, corporate, gym, spa, cafes, airlines. Each tie up is supported with POP, loyalty programme, consumer offer etc. Also with a strong innovative marketing strategy and an effective Brand campaign like currently ‘Breaking news-drink-and-drive’ spread across all the medias, the company ensured that the brand reached out to one and all. Mileage was gained from exhibitions, road show and events in malls and colleges. The use of innovative media and solution, such as an association with the multi-starrer De Dana Dan, helped grab eyeballs, in addition sponsoring mega events and award functions. Moreover, “Cloud 9” is the official energy drink partner for IPL T-20’s Chennai Super Kings.

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