Photo: David Cook and Vi Promoters share a NEON Energy Drink backstage.
Weight-loss and fitness company ViSalus has teamed up with rocker David Cook in a large-scale promotion of its NEON Energy Drink. NEON is sponsoring the “American Idol” winner’s 2015 Digital Vein Tour and giving ViSalus Promoters a chance to win VIP concert tickets.
Since winning Season 7 of the popular singing competition, Cook has become a platinum-selling recording artist, known for hits like “Light On,” “Time of My Life” and his current single, “Criminals.” The tour featuring songs from his latest album, “Digital Vein,” runs from September to November.
ViSalus introduced NEON in April after acquiring the business from Altairia Corp. The product is billed as a good-tasting energy drink, with a proprietary blend of ingredients for energy and antioxidant support. NEON earned its name from the glow it emits under black light, due to an element sourced from the South American Cinchona tree. The Michigan-based company reports that NEON sales to date have topped $4 million.
“I’m so excited to partner up with NEON Energy Drink for my Digital Vein Tour,” Cook said in a statement. “The road can be grueling, so any chance to get an energy boost is welcome. NEON is a great-tasting alternative to other energy drinks. It’s my new go-to.”
Alongside its sponsorship of the Digital Vein Tour, ViSalus is rewarding qualifying Promoters with a VIP experience at the tour stop of their choice. In a statement, the company said more than 550 qualified for the offer, which includes two concert tickets with priority seating and the opportunity to meet Cook backstage.
ViSalus plans to continue offering its Promoters exclusive or “A-List” experiences built around the NEON brand, Vice President of Marketing John Laun told DSN. Earlier this year, ViSalus hosted a NEON A-List Party on July 4 in Malibu, California, and another on Labor Day in Miami.
“We’re always looking for premium experiences and brands to tie in to the product,” said Laun. “As more of these opportunities pop up I’m sure we’ll be throwing more A-List Parties and participating in events around the world, giving people the opportunity to experience these events who would have no way to go otherwise.”