Posted: Apr 16, 2014 at 5:07 PM
(Last Updated: Jul 11, 2014 at 10:24 AM)
There are currently three flavors of Marquis O3 zero-calorie energy drinks, but the differences between them are all very subtle. This stems from the fact that the flavoring itself has been used quite sparingly. The base flavor is very much what each variety tastes like -- and we’d describe that as being somewhat standard fare diet energy drink. It has a vitamin and sweetener bite (the product uses erythritol and stevia), while some of the other ingredients that are in the drink (e.g. lemon juice and yerba mate) pretty much blend in. Functionally, the product has 150mg of caffeine per can along with B vitamins, making it a standard-looking formulation on that front. Visually, the slim 12 oz can, which currently has a sleeve wrap label, looks like a work in progress. On the branding end of things, we’re honestly a little confused as to what this product is trying to be. It feels very much like a product that is attempting to go after night clubs, but the messaging, which includes a USDA Organic seal and the tagline “The Smart Choice,” seems to be more focused on selling a “better for you” product. Aesthetically speaking, there’s just too much going on between the two Marquis logos and the large “03.” Simplifying this -- and removing the clutter -- would be a good starting point. Beyond that, there’s something about it that just feels a bit too generic to us. Overall, the energy drink category is very mature and a brand like this is going to have to try a lot harder if it wants to compete in any serious way. Better flavor (and better flavor variation), branding and messaging are all needed.