Energy drinks are fine, but you could really use energy lip balm

Posted on Fri Aug 21 2009

As sales of energy drinks have started to become more sluggish, a number of other energy categories have popped up. Energy shots in smaller portions have been doing very well of late, and there's also been the launch of energy vodkas, energy candies and now even an energy lip balm. Burner Balm today announced the launch of Energy-X. The balm claims to be healthier because it has zero calories and no added sugar or artificial sweeteners like energy drinks or energy bars have. Energy-X also claims to be more effective than regular lip balms because it can be "absorbed faster into the bloodstream and starts working immediately," per the company. It makes one wonder how long it will be before Mandy Moore's favorite product, the Red Bull Energy Douche, hits the market. Moore and FunnyOrDie.com even have a tagline ready to go: "It gives your vagina wings." Red Bull could use some new innovation these days.

—Posted by Kenneth Hein

6 Hour Power helps you get down to business with the secretary

Posted on Wed Mar 11 2009

Slate wonders if this is the most sexually explicit ad ever, and they have a point. If you tend to watch TV after 10 p.m., you may have already seen the ad, or maybe you thought you dreamt it. A sexy secretary gets called into the boss's office. The next shot is the back of the boss's head, as he exclaims, "So fast ... it's working! I'm feeling it!" His chair bobs up and down, causing a framed photo (of his wife?) to come crashing down on the floor. The secretary is nowhere to be seen, leaving us to wonder if she is playing a role in his exaltation. But as it turns out, he's actually slugged down a 6 Hour Power concentrated energy drink. While commercials for products in this segment typically show guys bungee jumping, this one, created in-house by NVE Pharmaceuticals, may be an effective way to sell the stuff, if a bit illogical. After all, the act being simulated here tends to leave the recipient not energized but sleepy.

—Posted by Todd Wasserman

No Fear enlists cagefighter to kick some major energy-drink ass

Posted on Tue Mar 3 2009

Faber-small

In case you were wondering just what the official energy drink of World Extreme Cagefighting is, it's the PepsiCo brand No Fear. In case you were wondering why No Fear doesn't get as much hype as some other PepsiCo brands, it's because Pepsi has made big bets on Amp, by partnering with Dale Earnhardt Jr., and on Rockstar, with which it recently signed a distribution deal. Why so many energy drinks? Well, it's the one non-alcoholic beverage category (besides enhanced water) that is growing, so both Pepsi and Coke figure the more merrier. (Coke inked a deal to distribute Monster and also owns Full Throttle and Nos.) It's fitting, then, that the scrappy No Fear brand would select 29-year-old cagefighter Urijah Faber (shown here), aka The California Kid, the former WEC World Featherweight champion, as its spokesman. The mixed martial artist, who is 22-2 as a professional (and eager to regain the title he lost to Mike Brown in November), fronts No Fear's "Earn Some Cred" promotion (see the full poster here) as well as a national sweepstakes called "Roll with Urijah." As part of the effort, Faber will come to your house and kick your ass if you're caught drinking a Coke brand.

—Posted by Kenneth Hein

Red Bull, now officially out of original ideas, signs Reggie Bush

Posted on Thu Jan 29 2009

RB_ReggieBush_Garth Milan copy

In 2001, the marketing tactics behind Red Bull's seemingly overnight success were veiled in mystery. The brand, which rarely gave interviews, always seemed to be in the right nightclubs, at the right sporting events and in the right people's hands. Everything about it was unique, from its distribution (people in vans) to its TV ads (crudely animated spots where people fly away after drinking it).
  Inevitably, the competition caught up. Monster kicked its butt with a bigger can, and Rock Star, Amp and others ate away at its marketshare. So, what does the Red Bull do? Launch a cola, and hire Reggie Bush.
  Bush, who is barely an elite player, is no stranger to partnerships. He has had deals with Adidas, EA Sports, Hummer, Subway, Pepsi and Adidas. What's next, Red Bull, a taste test? Those seem to be popular these days. Maybe you can get Snoop Dogg to appear in your ads, too. No one has ever done that before.

—Posted by Kenneth Hein


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