Posted: Apr 11, 2013 at 12:00 AM
(Last Updated: Apr 25, 2013 at 10:23 AM)
With the market for energy drinks beyond oversaturated, new entries have to do something truly spectacular to win over consumers. Go Energy's focus is on adding coconut water for hydration purposes (they call it “Hydrenergy”) and resveratrol (a popular anti-aging ingredient). Opening the can, we’re met with an acesulfame potassium- and sucralose-sweetened product that tastes very much like a classic energy drink that has been cut with coconut water. To that end, it’s a pretty underwhelming and forgettable flavor as there are simply plenty of better tasting products out there. While there might be some out there who will be pulled in by the list of functional ingredients, the lack of any copy on the can is an issue that leaves consumers to figure out the points of differentiation on their own. And visually, we feel like this product will simply blend in. It unfortunately very much looks like a generic energy drink. There’s nothing memorable from a visual perspective, and it’s definitely not a “brand.” (What can a consumer associate with? Go?). Unfortunately, this product is, in our opinion, something that simply hasn’t been developed to the point where it could be a real competitor in the space.