02 Jan 5-hour ENERGY® donation exceeds expectations
Popularity of Pink Lemonade flavor generates $387,531.20 philanthropic donation to the Avon Foundation for Women Breast Cancer Crusade
Farmington Hills, MI – January 2, 2013
Due to the popularity of Pink Lemonade flavor 5-hour ENERGY® and the support of 5-hour ENERGY® fans, Living Essentials, LLC (“Living Essentials”) is proud to announce that it is able to donate $387,531.20 to the Avon Foundation for Women Breast Cancer Crusade to fund breast cancer research and access to quality health care.
“This was the first time our company was involved in a program like this so we didn’t know what to expect,” said Scott Henderson, president of Living Essentials. “The response was overwhelming. We challenged 5-hour ENERGY® fans to make us write a big check, and they really came through.”
In October 2012, Pink Lemonade flavor 5-hour ENERGY® was released. Between October 1 and December 31, 2012, five cents of every bottle of Pink Lemonade 5-hour ENERGY® sold was donated to the Avon Foundation for Women Breast Cancer Crusade. Unsure of how the new flavor would be received or how consumers would respond to the program, Living Essentials committed to a minimum donation of $75,000, but hoped that donation would grow. An advertising campaign got the word out across national TV, radio and Internet. Response to the new flavor and its tie-in to a great cause generated such great demand for Pink Lemonade 5-hour ENERGY® that two additional production runs had to be ordered.
“I was never happier to order production runs or sign a check,” said Henderson. “5-hour ENERGY® fans made this possible. Our fans really define the word ‘partnership.’ Together we did much more than our company could have done alone.”
The Pink Lemonade flavor is becoming a regular part of the 5-hour ENERGY® product line in 2013. The company is exploring another campaign to benefit breast cancer research in 2013.
About 5-hour ENERGY®
5-hour ENERGY® is a liquid energy shot that provides hard working adults with hours of energy and alertness. It contains a blend of B-vitamins and amino acids, zero sugar, four calories and caffeine comparable to a cup of the leading premium coffee, packed into less than two ounces.