Last Updated: 11/29/2011 10:14 AM
Bos’ line of iced teas includes one flavor that is clearly not like the others: Energy. Starting out with a carbonated base, this product has rooibos tea, sugar, guarana, ginseng, ginkgo biloba, and cranberry flavoring. Carbonated tea by itself has always been a tough sell in the US, but positioning it as an energy drink further complicates matters as its ultimately not clear what this drink really is. From a flavor perspective, it is definitely not a home run, with the cranberry and tea flavors not working so well with the carbonation (it feels like two drinks that were mixed rather than one cohesive effort). Packaging, on the other hand, feels slightly more logical in the sense that this is an energy drink in an energy drink can. However, the white background, which typically signals that it’s a diet product, might not have been the best choice. Further on that, the can’s messaging feels disjointed, with tea and energy taking center stage, while a cranberry badge is off to the right. Overall, it’s a creative effort, but one that still needs to be refined.
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