These days, it seems as if the energy drink market has run out of ideas. The business has always tried to be cool, and marketing and selling almost entirely to young people means that it is important to be edgy.
From the start energy drinks like Red Bull or Jolt Cola eschewed traditional commercialism for a more personal approach. Jolt tried to make the drink appear important by giving it to the protagonists of Hackers and Deep Impact while on the other hand Red Bull recruited a large number of “cool” young people who worked as consumer educators for the energy drink. These young people would take the energy drink to parties and clubs to make it seem as if the beverage itself was relevant.
However, staying cool is a difficult thing. Energy drinks these days try to utilize celebrities and athletes by encouraging them to consume the beverage in public, although this can backfire. Lindsay Lohan, to name a particular person, is routinely seen and associated with Red Bull and Amp, but she has recently fallen from public grace, and is now seen as a has-been in rehab. Hardly the kind of representation that sells beverages.
But new and upcoming energy drinks have it even harder. The market is full and in order to appear new and cool energy drink distributors are resorting to the rather interesting strategy of crafting weirdly named drinks.
Take the oddly sexually named- Blue Bawls. It hardly seems as if the phenomena that the drink is named after would be a thought that would lead to additional sales, but given the amount of immature jokes that websites marketing the energy drink are prepared to create, at the very least it’s getting some additional notice.
Other crazily named energy drinks include Zombie Blood Energy and Blood Energy Potion, both of which come in faux blood bags. Made by Harcos, the same organization that introduced us to zombie jerky, the blood drinks promise to include extra strong blood cells that can help give the consumer “zombie strength.”
But the weirdest and most awkwardly named drink is distributed by Redux Beverages. Put simply, the name of the drink is Cocaine. Marketed in spicy, mild, and shot, the drink is served a plain red or blue bottle with the trendy name down the side. However, that’s all the drink is: an edgy name.
It’s entertaining to look at the current energy drink market, and try to figure out where it’s going to go. Although given that we’ve already reached the level of Bawls and Cocaine, I don’t think the future is very bright.