• by Karl Greenberg , May 16, 2007

Stamford, Conn.-based World Wrestling Entertainment is lending its name to a line of beverages by Scottsdale, Ariz.-based Bliss Beverages. The WWE-branded drinks, which hit Wal-Mart shelves this week, are part of Bliss' flagship "Socko Energy" line and will include "WWE Slammin' Citrus Powered by Socko" and "WWE Raw Attitude Powered by Socko."

An integrated marketing campaign includes sponsorship of a WWE pay-per-view, as well as online, print and broadcast advertising throughout WWE channels, including wwe.com and WWE Magazine.

Eric Bischoff, former wrestler and principal of Bischoff-Hervey Entertainment, says WWE was the right partner for the drink because of the huge audience the company garners for its various wrestling properties. "I have good knowledge of their company, and as importantly, their fan base. I have always believed the right consumable product targeted toward WWE consumers would be a huge success. When Bliss came to us, they were an upstart. They said, 'Look, we want help; how can we compete with Monster, Red Bull?' I went to WWE immediately."

He adds that WWE offers a slice of the market that is not targeted by other energy drinks. "The real market growth is more in construction workers than kids at motocross," he says adding that WWE's audience loyalty makes the association right for Bliss, since WWE hadn't lent its name to an energy drink before.

"They have done a great job branding themselves and creating loyalty. And the ability to reach a massive audience through their various platforms offers one-stop shopping," Bischoff says, adding that Bliss will advertise the WWE/Socko line on USA Network on Monday nights, on WWE Raw and on WWE Internet properties, along with e-mail blasts and mobile alerts, and a grassroots campaign. Socko will also be exclusive sponsor of a pay-per-view WWE event, "Vengeance," on June 24.

"We are a very successful licensing property at retail," says Donna Goldsmith, vice president/consumer products at WWE, who adds that Wal-Mart carries an array of WWE-licensed products, including DVDs, video games and apparel. The Socko line will be in the beverage section of Wal-Mart and supported by POP material, including end caps.