OC Energy uses a proprietary 300 mL bottle, which is probably the brand's most obvious point of differentiation. However, it's that same bottle that's likely to be the biggest hurdle for the brand. Specifically, we see two issues with it. First, the curve in the bottle cuts right through the logo, making it somewhat hard to read. Second, it looks like a sports drink rather than an energy drink. As for what's in the bottle, it's a non-carbonated berry-flavored formula that's about average compared to other products in the category. The bottom line is that this product has changed two key variables (packaging and carbonation) which, in turn, is likely to hurt its credibility in the category. We do, however, think that the OC brand is something that could be used successfully (we like what they've done with the logo) as the manufacturer continues to evolve the product.
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Functional: Energy Drink: Regular
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