Energy drink marketing is kinda like soda pop marketing — on steroids. And taurine. And caffeine. All at once.
Energy drinks are mostly geared toward thrill-seeking youth looking for a coffee alternative…a legal high. The packaging is aggressive–even dangerous–with monsters, aliens, skateboards, crocodiles, rattlesnakes and other creatures meant to make the customer feel just a little rebellious, just a little dangerous themselves.
To stand out in a hyper-competitive category where danger and rebellion are the keys to success would require an energy drink company to push it.
Enter Blow Energy Drink Mix.
Named, packaged and promoted like cocaine, the product comes with a mirror and fake credit card so you’ll get the complete booger sugar experience.
As you might guess, the controversy surrounding the product has given Redux Beverages a lot of media coverage. They are accustomed to media attention, though. Their “Cocaine” Energy Drink was pulled off the shelves by the FDA last year.
YouTube features news stories from around the nation, but as you’d expect, most feature outraged parents and drug counselors. Here’s one of the most concise and unbiased stories I could find:
The obvious concern here is that the Blow glorifies drug usage, and since energy drinks are mostly consumed by youth that are looking to rebel, Blow could be the product that takes them one step closer to the real thing (and I don’t mean Coca-Cola).
So, has Redux found a niche and is doing a good job of driving word of mouth?
Or have they gone too far by creating another product doing more harm than good?
What do you think? Please comment below to weigh in.
Special thanks to Responsible Marketing subscriber Chris Ballard for the story idea. Much appreciated!