Last Updated: 9/9/2008 8:23 AM
So what you've got here is what pretty much tastes like a stock energy drink base with a tart flavor that's almost cranberry like. They've added some mate and hemp seed, as well as the requisite taurine, guarana, caffeine and B vitamin cocktail. It's not bad, but nothing new or innovative either. As for the outside -- we're not sure where to begin. The package is laden with cliché sounding references to drug use ("420", "purple dank", "time to ignite", "HighWay to the Smart Way"). Aside from this being a potentially limiting method of marketing that will leave the brand having novelty or extreme niche appeal, it simply creates a cluttered, incoherent look for the brand. Plus, this concept has been done before (and it has never worked). Ultimately though, it comes down to the sloppy execution put on this can's exterior. A redesign with an emphasis on being clean and coherent would be the place to start.
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