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Koch Vision's 'Crunk' Ties in With Drink

18 Jan, 2006 By: Jessica Wolf

"Crunk," the term made hip by hip-hop superstar Lil' Jon, refers to the street scene in his hometown of Atlanta.

Koch Vision is getting its “crunk” on this February with the release of Crunk and Famous and a national promotion with Crunk!!! Energy Drink.

Crunk, the term recently made hip by hip-hop superstar Lil' Jon, refers to the music and lifestyle of the street scene in his hometown of Atlanta.

Don Vito Presents Crunk and Famous streets Feb. 7 and documents the rise of the crunk music scene. The music doc goes behind the scenes into the recording studio and backstage at events with artists including Lil' Jon & the East Side Boyz, Mannie Fresh, Jazze Pha, T.I. and Pastor Troy. Included interviews have Lil' Jon talking about the origins of his “crunk” sound.

In conjunction with the release, 80,000 specially-marked Crunk!!! Energy Drink three-packs will promote a sweepstakes, running from Feb. 1 through April 30. The grand prize is a year's supply of Crunk!!! Energy Drink and Lil' Jon's official crunk goblet. Ten second-prize winners will get a free DVD of Crunk and Famous.

Koch will promote the sweepstakes on the DVD packaging and in national ad campaigns in magazines such as Blender, The Source, XXL and Murder Dog. The campaign will focus on hot crunk markets in Georgia, Alabama, Colorado, Michigan and Ohio, where the specially marked energy drinks will be delivered.

“Rarely does an item like this have such a natural tie-in that actually comes together at the right point and time,” said Dan Gurlitz, GM of Koch Vision. Lil' Jon himself has been immensely supportive of the upcoming DVD and promotion, he said. Retailers in the right markets should be “jumping all over this title,” he said.

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