Circle K Revs Up Xenergy Sales

SKOKIE, Ill. -- Circle K's Great Lakes division hosted a sweepstakes and incentive offer from Xyience, revving up Xenergy sales, according to a report from the In-Store Marketing Institute.

The text-message-based sweepstakes, which ran Sept. 1 through Oct. 31, awarded a grand-prize Harley-Davidson motorcycle.

Throughout the promotional period, Circle K stores ran a "two for $3" offer on Xyience's Xenergy, which is touted as the "official energy drink" of the Ultimate Fighting Championship. P-O-P materials supported participating stores in nine states (Ohio, Michigan, Pennsylvania, Indiana, Kentucky, Maine, New Hampshire, Vermont and Massachusetts).

"Our customers relate to the Harley-Davidson brand, so the promotion generated a lot of excitement in our stores," said Ken Dillon, senior category manager at Circle K. "It's important to Circle K that we engage our customers in the most authentic manner possible, while at the same time driving sales. Working with Xyience, we were able to successfully accomplish those two goals."

Circle K conducted a similar promotion in 2009 that quadrupled Xenergy sales, according to a Circle K release.

"Circle K is an important retail partner that remains committed to our brand, and their store managers go above and beyond to see that our joint promotions yield a great return," stated Reuben Rios, Xyience's vice president of U.S. sales.