Living Essentials, the maker of 5-hour Energy, has linked its new-to-Canada flavour to a dream beach trip.

Tidal Twist Extra Strength 5-hour Energy is the the latest flavour innovation from Living Essentials, with messaging and packaging built around sun-kissed tropical getaways.

Buyers are invited to purchase any 5-hour Energy product for a chance to win a getaway, between Canada Day and October 31, and enter a photo of the receipt or online retailer invoice with contestant information to the product’s website.

The product will be sold in gas and convenience outlets like 7-Eleven, Circle K, Couche-Tard, Esso, Shell and INS Markets, complete with in-store display assets posing the question, “Where will the tide take you?”

“Point of sale is important for this promotion as 5-hour Energy has many racks placed at the optimum point of purchase already, which is close to the cash register,” explains Jeff Sigouin, Living Essentials COO. “This point of sale can be placed on those racks to draw more attention to both the new flavor, and the Canadian promotion.”

Sigouin adds that the product’s packaging graphics are also a visual enticement to shoppers. Sigouin also tells strategy the start of summer is when people are thinking about their holiday getaways, and that this promotion allows them to have a chance to win that end of summer trip.

“Our peak season at 5-hour Energy is in the spring and summer, which this contest coincides with,” Sigouin says.

The target audience is students working long hours, drivers on lengthy road trips, fitness enthusiasts who need that extra boost to get to the gym and tired parents.

Sigouin says 5-hour Energy is the market leader in the energy shots space, but that it does compete with 12-to-16 oz energy drinks and other sources of energy.

Vaughan importer, Hilary’s Salesmaster is the official distributor of 5-hour Energy shots to Canadian territories. The shopper assets have been designed by Detroit area shop, Agency 5. The sweepstakes are being run by U.S. Sweeps.