Toronto Raptor rookie Gradey Dick is helping Guru drive interest outside its core audience of Quebecers and lifestyle enthusiasts.

Dick, Guru’s new brand ambassador and the Raptor’s first round pick in the 2023 NBA draft, embodies the company’s “feel good energy” sentiment, according to president and CEO, Carl Goyette. However, his addition also ladders back to the company’s sports commitments, which includes sponsorship of the Canadian Elite Basketball League (CEBL).

Historically, the organic energy drink has connected with outdoors and travel lifestyle enthusiasts, through initiatives like a recent Amazing Race Canada sponsorship and shopper marketing tie-ins to the globe-trotting Quebec reality show, Occupation Double.

However, as Goyette points out, in order to resonate more broadly – especially as its boosts its retail presence in Ontario, with a brand new listing in FreshCo –  messaging that includes more of a focus on team sports is imperative.

The current campaign, featuring Q&As with the Raptor recruit, is social-focused and goes after basketball fans, who Goyette says overindex among its core urban target.

Teaming up with Dick, who also acquired shares of the company and will receive options in Guru, is about the brand “deepening its roots with the basketball community,” Goyette notes. He adds that Guru will also leverage Dick’s production company to create content and jointly curate community events aimed at giving back, engaging with basketball fans nationally.

The energy drink space has seen more competition lately, with Zoa, the brand co-founded by Dwayne “The Rock” Johnson, expanding its national presence in Canada with a new visual identity. But Goyette welcomes more activity in the category. New entrants, he says, offers consumers “reasons to switch and reevaluate their choice” of purchasing from market leaders like Monster and Red Bull, whose market share Guru is going after.

“If you look at our ingredients profile, we are by far the cleanest, most natural energy drink in the market right now,” Goyette says. “We think that better products will win in the long term.”

Ad spend, he says, is in line with previous efforts and marketing was largely done in house. Montreal PR firm Pelican is providing comms support.