Hands down the largest growing category in the beverage indusrty the last few years has been energy drinks. The caffeine- and sugar-laden drinks have become a $5.4 billion-a-year industry. Red Bull, Rockstar and Monster are the top selling brands and each one revolves around a similar concept; if it involves catching air on some sort of a board or bike, they're for you. As with any category (when the marketplace expands) the opportunity for new players comes along to cater to the niche consumers.
The Powerthirst spoof isn't that far from some brands actual marketing.
Sex sells. And Playboy is one of the most recognized brands in the world, their entry into the energy drink category gives consumers a taste of the lifestyle that has always been associated with the Playboy brand. Playboy's cousin from the south Hooters, is in the energy game also. Cans feature Hooter girls who work at the company, no doubt this drink will live up to the company tag, "Delightfully tacky yet unrefined." The adult film market is not without an energy drink to call its own. Deep Throat Energy boasts on its can "XXX-TREME ENERGY" and "Keep it up all night," forget innuendo they're banking that hardcore sex really sells.
Energy drinks already fight the stigma that they are bad for your health. Well remember the saying "Bad publicity is better than no publicity." Claiming to be 350% stronger than Red Bull, Cocaine Energy is redefining that old adage. Under pressure from the FDA they changed their name briefly but then changed it back. As a marketing stunt the name has attracted attention (mostly bad) and for a small few the novelty led to them trying it.
In an effort to differentiate themselves from the competition some brands are willing to try just about anything to create a buzz (pun #1). Most fall very flat (that’s pun #2). Some have no taste (pun #3, I promise that’s it). Seems like anyone can take the recipe and slap a sticker on the can and call it an energy drink. What this category is in sore need of is some innovation that will cross over many demographics. Until then I’m keeping my energy drink old school.
Coffee.
Black.
Juice up your brand
So here’s a concept: Let’s create an all natural healthy beverage for the on the go consumer that is packed with vitamins and a serving of vegetables.
Its called V8 and they thought of it in 1933!
Invented by W.G. Peacock, the original V8 is made mainly from tomatoes and the juices from seven other vegetables: Beets, celery, carrots, lettuce, parsley, watercress and spinach. Originally called "Vege-min 8." a grocer in Evanston, Ill., recommended he shorten the name to simply "V8." The product became a household name in the 1970s, when TV spots ran with the catchy tagline "I could have had a V8!". The problem was when you picture a V8 drinker you think of a 80 year old. That’s the point when a brand has to evolve or die off as their customers do.
Their plan was tap into the purchase power of the modern health conscious consumer, without losing their identity. The breakthrough was V-Fusion, a fruit + veggie blend that appealed to the tastes of the premium juice market. The equity in the V8 brand gives proof of the new product’s healthfulness and is packaged in an on-the-go bottle with vibrant colors. V-Fusion’s sales have been so successful supply has had trouble keeping up with demand.Being healthy never goes out of style. And trusted brands will be winners in a competitive environment like the grocery store shelves. V8 is a great example of a brand taking its legacy and rolling it into a contemporary product to meet a demand in the marketplace.
Craftsmanship still matters to some
The three largest brewing companies account for 96 percent of the beer produced in the US. True beer lovers want a more interesting, flavorful and complex brew than the mass-produced canned fizz that is fed to you via advertising. Craft Brewers are more than happy to meet this demand. More than just beer geeks making beer in their garage, the industry has established a niche in the marketplace totaling $5 billion (industry dollar volume).
Competing with the big boys of the beer world is no small task. Many craft brews work hard to celebrate who they are as a brand, as anti-mass production beer, they have a healthy chip on their shoulder the appeals to the beer aficionados. Most would say they are “in it for the beer”, and you can taste the difference. San Diego based Stone Brewing puts it right out there with their Arrogant Bastard Ale, proclaiming “You probably won’t like it. Its quite doubtful you have the taste or sophistication to be able to appreciate an ale of this quality and depth. We would suggest that you stick to safer and more familiar territory – maybe something with a multi-million dollar ad campaign aimed at convincing you its made in a little brewery, or one that implies that their tasteless fizzy yellow beer will give you more sex appeal. Perhaps you think multi-million dollar ad campaigns make beer taste better. Perhaps you’re mouthing your words as you read this.”
A craft brewer produces less than 2 million barrels annually but they offer a product with soul. Brands with core values that believe in producing world-class, award winning beers. They promote an authentic beer culture and take pride in surpassing their consumers' expectations, they are role models for American small business. And they are in your backyard, most of us live within ten miles of one of the 1,463 craft brewers in the U.S. For many Americans beer is a way of life, and quality over quantity isn’t always their concern, but many craft brews have the ability to create brand loyalty for all the right reasons.
A Royal Flush
When I’m drinking wine, I swear it taste better when it has a cool name or a great looking bottle. I know its not right to judge a book by its cover but you can’t help it when you look at JAQK Cellars’ wines. Inspired by the Jack, Ace, Queen, and King in the deck of cards and the romance of the gambling spirit, they’ve created from scratch, a unique brand in a category where looks and reputation go a long way.
JAQK Cellars is what happens when two talented creatives who build brands everyday, set out to create their dream project. Katie Jain, and Joel Templin of Hatch Design crafted stunning bottles full of fun details and high-class production value. Each of the different varietals graphics feature elegant illustrations, fine-quality paper, embossing and etching. With the packaging setting the bar so high winemaker Craig MacLean took some of Napa’s best grapes and produced wine equal to the great bottles in which it is contained. The quality wine is what really helps set this brand apart, many great bottle design can just be putting lip-stick on a pig.
Do the math: 86 million people a year visit Las Vegas. The World Series of Poker is one of the most popular shows on TV. Now factor that last year wine (for the first time) out sold beer, to the tune of $162 billion. I’m “going all in” and saying JAQK sits in a niche that is going to be a big winner.
Political Pop
This presidential race will be over on November 4, but an independent soda bottling company has some early returns. Avery Soda’s Rob Mertz was looking for a way for his brand to participate in the political process, the company is tracking sales of its Barack O'Berry (blue raspberry soda) and John McCream (a red cream soda), to gauge the popularity between the two candidates.
"We were counting on a heavy turnout from customers," Metz said. Each sale counts as one vote for the candidate. They will be sold for $1 each with half of the proceeds benefiting the League of Women Voters of Connecticut's education fund. Anyone who purchases a case of soda gains Super Delegate status and becomes eligible for prize drawings.
Your choice may depend on your political leanings in the November election. Although Barack O’Berry holds a slight lead, the real winner is Avery Soda for thinking outside the partisan box and creating a little buzz for its 100 year old company.
Pepsi Makeover
Over one hundred years ago a pharmacist Caleb Bradham, hired his neighbor to design the new logo for his pepsin and cola nut carbonated drink. What resulted was Pepsi, which would become one of the biggest marketing brands of all time.Pepsi recently announced a $1.2 million dollar, 3 year rebrand effort. Looking to become a brand for the future, Chairman-CEO Indra Nooyi says they will explore how they look, how they're packaged, how they will be merchandised on the shelves, and how they connect with consumers.
The Pepsi logo mark has been made over many times since 1898. In 1941 they changed the their colors to red, white and blue to be more patriotic. Later adding a bottle cap element, and many more small evolutions until the most recent three dimensional globe. New York-based Arnell Group is the latest to create a Pepsi brand mark. The new logo’s concept will now loosely form a series of smiles on the various product offerings and the new type will have a more casual all lower-case treatment, with the 'e' mimicking the white curve of the classic logo.
Is a change of this magnitude a risk? What do they have to gain/lose? Creating a logo that can appeal to customers is important, a logo makeover can infuse your company with new excitement. The world, the market, and your customer base are constantly changing, if you can change with them you stand to remain contemporary and forward thinking. Although the economy is in the tank and people are more careful than ever about their purchases, treating yourself to an ice cold Pepsi on a hot day, may just put a smile on your face.
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