Ghost Energy Gives Circle K an Exclusive Flavor
What’s new: Keurig Dr Pepper’s Ghost launched a Strawbango strawberry, mango and citrus flavored energy drink exclusively at Circle K in March.
What we saw: The exclusive SKU is stocked alongside cans of other Ghost flavors in refrigerated displays with a cooler cling noting that it is only available at Circle K and that two cans are priced at $5 through May 6.
Additional support: Circle K and Ghost introduced the SKU with a sweepstakes running across Instagram, X and Facebook awarding a case of Ghost Strawbango and a branded hat and sticker pack to five winners. The entry period was March 19-26.
Additional context: Ghost regularly doles out exclusive SKUs to key retailers. Strawbango was exclusively sold at Walmart for two months before becoming a Circle K exclusive. Costco received an exclusive energy variety pack in February that includes 15 cans of Welch’s grape (through a licensing deal with Welch Foods), cherry limeade and sour pink lemonade. The club also got a 15-pack in September 2024 with an orange cream variety and two flavors inspired by Mondelez International’s Sour Patch Kids. Those launches were plugged across social media.
Circle K also aggressively pursues exclusives from beverage brands. Celsius gave the convenience store chain an exclusive watermelon ice flavor in February while PepsiCo’s Gatorade gave them a limited-edition Lightning Blast flavor in May 2024.
