GURU Energy:
Feel Good Energy

GURU Organic Energy—a pioneer in natural energy drinks—sought to break into Canada’s urban market after building its legacy among outdoor enthusiasts for over 20 years. Through its sponsorship of the Canadian Elite Basketball League and by signing rising NBA star Gradey Dick as its first athlete ambassador, GURU made an instant impact in basketball and youth culture.

Our agency designed a multi-pronged strategy that focused on influencer-driven content and a bilingual national social campaign. Anchored by the “Feel Good Energy Challenge,” GURU activated music, sports, fashion, and creative communities across the country, driving brand awareness and product trial. The result was a nationwide cultural push that cemented GURU’s presence in key Canadian urban centers and fueled its next wave of growth.

Role: Strategy Lead
Client: GURU Energy
Agency: Limitless Creative

Key Campaign Elements

1. Big Gradey Energy: GURU x Gradey Dick

  • GURU signed Gradey Dick as its first NBA athlete ambassador, securing immediate credibility in the basketball space.

  • The partnership was announced with a dedicated content shoot, tying Gradey’s personality and playing style to the GURU brand.

  • Game-Day Activation: During his first home game in Toronto, we executed a viral ‘Big Gradey Energy’ activation, ensuring a dominant GURU presence inside and outside Scotiabank Arena.

2. Feel Good Energy Challenge (Hero Content Series)

  • A four-part challenge series featuring comedian Hassan Phills and Raptors in-arena host Kayla Grey that drove engagement across GURU’s social channels and introduced the brand to new urban audiences, particularly in Toronto.

  • The challenges included:

    • Feel the Beat (Music) – Street performance competition with local DJs and producers.

    • Feel the Game (Sports) – Convincing pro basketball players to train in a different sport for the week.

    • Feel the Focus (Creative) – Impromptu game show testing Toronto slang and cultural knowledge.

    • Feel the Look (Fashion) – A streetwear styling challenge with a limited budget and GURU apparel integration.

3. TikTok UGC Campaign (Vancouver-Led Social Push)

  • To balance the Toronto-centric hero content, we leveraged Vancouver-based micro-influencers, this phase focused on organic social engagement, challenging the public to post their own ‘Feel Good Energy’ videos for a chance to win prizes.

  • UGC content tied back to the campaign’s themes of music, sports, creativity, and fashion, reinforcing GURU’s cultural positioning.

  • The grand prize winner received a weekend trip to Toronto, experiencing the city and attending a Raptors game.

The Feel Good Energy Campaign played a significant role in GURU’s increased market presence and consumer engagement, aligning with strong financial performance in Q4 2023. In the company financial report, CEO Carl Goyette attributed much of the success to “[GURU’s] strategic investments to increase brand awareness and fine-tuning our approach to reach our target audiences more effectively and efficiently.”

Outcomes

“13% Net Revenue Increase YoY: 13% Increase in Net Revenue → $7.7M in Q4 2023 vs. $6.8M in Q4 2022”
“GURU Became the 4th Largest Energy Drink Brand in BC, a key market targeted in our campaign”
“The Gradey Dick activation & CEBL partnership successfully solidified GURU’s role in the basketball space”