British energy drink brand Kick announced further overseas expansion alongside news of its first on-pack promotion to run in both the UK and US this week.

Kick owner Global Brands will roll out the latest in a series of videogame tie-ups next month, along with an on-pack promo themed around the upcoming Tomb Raider game. Consumers can win prizes including a copy of the game or a £10,000 ‘ultimate adventure’ holiday.

The rebooted Tomb Raider, which launches on 5 March, is expected to be one of 2013’s biggest videogame launches.

The company will roll out Tomb Raider-themed cans of drink from mid-February to UK retailers and Walmart stores in the US. The brand secured a listing with 250 Walmart’s stores late last year but this has since been expanded to 1,200 outlets. Kick is distributed in the US by Chicago-based Dolce Beverages.

Global Brands, which also owns RTD VK and tequila beer Amigos, this week announced it was ending its contracts to distribute brands Four Roses bourbon, Sobieski vodka, Ypióca Cachaça and Opal liqueurs to focus on its strongest ranges and NPD.

Source

Vince Bamford

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