Pietermaritzburg – Participants of the 2014 Dusi Canoe Marathon will be sure to be kept well hydrated throughout their tough three day assignment which gets underway at Camps Drift in Pietermaritzburg on Thursday 13 February after sports drink Isotonic Game were recently confirmed as the official isotonic sports drink for the event with both Tiger Brands and race organisers Natal Canoe Club excited by the new partnership.
Isotonic Game saw the Dusi as a great opportunity to re-invigorate their brand with the event being one of the biggest of its kind not only in the country but globally too and with thousands of paddlers and spectators set to take part or line the uMsundusi and uMngeni River banks, they saw it as the perfect opportunity to get involved in such an iconic event.
Tiger Brands’ Sayish Naidu believes that the Dusi Canoe Marathon creates the perfect opportunity to delve into a potentially lucrative market with their drive not only aimed at the paddlers but also at the spectators of the race and with thousands of people expected to attend.
“We felt that the Game blueprint really fitted with the Dusi,” said Naidu. “The whole Game brand is about endurance and adventure and we felt that, with the Dusi being such a tough event, aligning ourselves with the race is a very positive fit.”
It was important for Naidu that they created awareness around the Game brand and targeted the Dusi paddlers as a way to reinforce that their product can provide adventure athletes with all the necessary nutrients required to complete such a gruelling race.
“We needed something that would help us promote our active, spontaneous adventure brand and with the Dusi being so physically demanding we see our drink as the perfect thing for the paddlers. Isotonic Game absorbs carbohydrates, vitamins and electrolytes which provides paddlers with increased energy and mental awareness on those long, hot days on the river,” Naidu added.
Isotonic Game will be sampling and driving a range of ‘ready-to-drink’ flavours at the Dusi Canoe Marathon including naartjie, blueberry, cherry berry and orange.
The Dusi Canoe Marathon 2014 starts in Pietermaritzburg on Thursday 13 February and ends in Durban on Saturday 15 February 2014. More information can be found at www.dusi.co.za
