Energy drink Guru launches fully social push

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Guru, an organic energy drink available in Whole Foods and other health food stores nationwide, has launched the "Clean energy for dirty minds" campaign. Virtue Worldwide, the creative and branding arm of the Vice network, is the agency working on the campaign, which targets young, urban consumers with a number of social media.

"We feel that social media is a very organic way to communicate with customers," said Ray Jolicoeur, co-founder of Guru. "Today, consumers have a very strong say in what the brands they buy represent, and social media lets you have this conversation with consumers."

In addition to presences on Facebook, Twitter and YouTube, the blog on GuruEnergy.com is central to the strategy, Jolicoeur added: "The blog helps us to maintain the conversation and say who we really are."

Though social media is a direct channel, Jolicoeur noted that it offers a measurable way to help build a brand — it's easy to identify what works and what drives engagement, he said.

"The thing about online is that we can more clearly see what generates response and comments and monitor traffic and see if it meets objectives," he said. "Ultimately, we're developing a brand with a channel that's very engaging and organic — we're very happy to be working on a medium that is extremely efficient and gives you all the answers you want at your fingertips."

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