Last Updated: 9/23/2009 9:31 AM
Red Stuff, which is made by the same company as the Purple Stuff relaxation drink, is a non carbonated sugar free energy drink that comes packaged in an 8 oz. plastic bottle. It’s fortified with L-Theanine, valerian root (also found in their relaxation product), caffeine, and LuraLean, a water soluble dietary formula designed to help support weight loss. So, pairing all of these ingredients together, they’ve created their niche, which is described via their tag line of “get focused, get wired, get lean” and their marketing copy, which describes the product as a “Weight Management Sports Drink.” However, energy is still the primary focus of the package and this drink features 90 mg of the stuff -- about the amount of your typical energy drink. From a flavor point of view, Triple Berry has a tart, sucralose sweetened body that is, with the exception of sweetener aftertaste, pleasing to the palate. The non-carbonated format creates a point of differentiation from most of the pack, while the added benefits of L-Theanine, valerian root, and LuraLean should make this product appeal to consumer who is looking for something with their energy. On the packaging front, the product’s full wrap, bright red bottle has a sleek look to it. They’ve taken the Purple Stuff logo and exchanged “Purple” with “Red,” which could make it somewhat confusing to distinguish the two different product lines. In addition, there are a few text items on the label that we’d change, including the large “LURALEAN” that runs down the side of the bottle (it seems like an afterthought when it’s a key differentiator) and the placement of their tagline, “get focused, get wired, get lean”, which seems more relevant than having “Supraliminal Labs” on the front of the package. Ultimately, this drink needs to sell it’s added benefits if it wishes to succeed, so making the product’s positioning more intuitive makes room for improvement in future versions. Or better yet, simply label the product a “Weight Management Sports Drink” and drop the “Energy” from the front of the bottle. Overall, there are some really unique things about this product – and it’s enjoyable at that – but they need to better articulate the product’s pitch.