Relaxation drinks seem to have some trouble just kicking back

Posted on Mon Jan 5 2009


Forget energy drinks. They're so 2007. What you really need in these tumultuous times is a relaxation drink. In a bit of marketing counter-programming, that's what the makers of new beverages like ViB, Blue Cow and Drank are calling themselves. The latter, which Rob Walker profiled in The New York Times Magazine on Dec. 31 (and which AdFreak mentioned last June), seems to play on the lineage of "purple drank," a potentially fatal mixture of cough syrup and soda, though Drank inventor Peter Bianchi has disputed that. Another relaxation drink, Purple Stuff, dropped the tagline "Lean with it" after critics said the phrase was associated with the soda/cough-medicine mixture. It's all a bit of unwanted controversy in a category that can be seen as a healthier alternative to alcohol. But there's another big problem with the emerging category: "Relaxation drink" sounds awfully close to "relaxant," a synonym for "laxative," leaving one to wonder if Blue Cow is actually producing Milk of Magnesia.

—Posted by Todd Wasserman

ViB: a drink that's also the answer to all of your problems

Posted on Tue Dec 23 2008


If you ever feel hopeless, anxious or burned out, a classic Zoloft ad once said, take our pill and everything will be all better. Well, a new functional beverage called ViB (pronounced "vibe") takes that sentiment and runs with it.
  "Hopelessness. Anxiety. Burnout," says the press release. "These are concepts everyone can empathize with in these uncertain times. Happiness is taken for granted, as is the relaxation that's a byproduct of stress-relief. Stress is not just a problem—it's the problem. Everyone longs for an escape from their problems; a vacation; a place where they can go to be happy; a place from where they return and share their happiness with everyone around them. ViB is your vacation in a bottle."
  That's a lot to expect from pomegranate and berry juice.
  Last I checked, Corona was the vacation in the bottle. Perhaps realizing that alcohol can only help its case, the press release also suggests mixing ViB with vodka to make a ViB-rator. Which, of course, brings to mind a whole other kind of stress relief.

—Posted by Kenneth Hein



search Brandfreak


Enter your email address:

Delivered by FeedBurner