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24-CTU Gives Consumers an All Day Boost |
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Thursday, 07 February 2008 |
Cott Corp. recently secured a deal with 20th Century Fox to produce 24-CTU (24-Counterterrorist Unit) an exclusive branded energy drink, which debuted last month in the UK. This is the first time that a product within the rapidly growing energy drinks sector has been created around an entertainment property, the company claims.
"We are delighted to launch 24-CTU stimulation drink in association with 20th Century Fox. 24-CTU captures the appeal, the excitement and the essence of the hit TV series '24' in a great tasting and super charged drink," says Brent Willis, CEO and President of Cott Corp.
"This deal is the single largest European brand statement so far for Fox and the '24' property, and it typifies the licensed merchandise strategy that we are taking with this brand across Europe," comments Carl Lumbard, MD Fox licensing & merchandising, Europe. "It is always a priority for us to match our properties carefully with products that
complement the nature of the brand. It was important for us to find the best possible partner and as a leader in the own-label soft drinks market with a strong distribution across Europe, and Cott was an obvious choice for us."
24-CTU has a citrus taste and is available in regular and sugar-free formulas. The drink will have wide retail distribution in the UK, followed by mass availability across Europe in 2008. Cott will work closely with 20th Century Fox to plan joint promotional initiatives to link with "24" brand activity moving forward, the company says.
Now in its sixth season, "24" is a five-time Emmy award winning drama starring antiterrorist agent, Jack Bauer. Kiefer Sutherland has committed to a further three seasons along with the film due for release in 2009, relay show executives. |
