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Aggressive Marketing For Energy Drinks

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  • Aggressive Marketing For Energy Drinks

    Hi Experts,

    You have seen me on this board before as I do marketing for Daredevil Energy Drink. I keep hearing the term..."aggressive marketing" when referring to really getting an energy drink to move. I am quite familiar with unique and standard industry marketing plans, but I am wondering if I am missing the boat on the aggressive plan? Does this mean investing a great deal of money into getting mass exposure? Can the drink experts on this board please give me an idea of what independents do in the form of aggressive marketing? Please don't list things such as:

    Gorilla Marketing
    Sponsorships
    Sampling/Give-Aways
    Radio
    Web Adds
    Special Events

    These are things that I am told are standard and not considered aggressive. I appreciate your help in advance!

    Lauren@Daredevil

  • #2
    Monster had a contest to see how many Monsters you could chug before you puke....that's pretty agressive LOL

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    • #3
      Love it...LOL! Don't we all wish it was just that easy!!!

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      • #4
        I did that on the radio here in San Francisco. Well, it wasnt a contest. While on the morning radio show, I was able to speak about Jones Soda Companys Whoop Ass Energy Drink. The morning show brought in one of their side kicks, who also happens to be mentaly retarded. They had me feed him drink after drink. I think after downing 6 Whoop Ass Energy Drinks, the guy finally puked them up.

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        • #5
          Very Bad idea !

          Marketing should leave a positive message. People throwing up your product is not a good idea. It is also dangerous.

          Try this instead.... promote a video contest on youtube... the best video wins 500 bucks cash and a year supply of the ED.

          Be original.

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          • #6
            Focus!

            Lauren-You guys are doing the right thing. I know you are focusing on Orange County and the outlying areas. You guys are running some good deals that get the product in the hands of the end user. Get the attention of the store owner/manager....make sure that they are making money, then get the attention of the consumer. Remember, You are not getting new users, you are taking away some other brand's customer. Buy 1 get 1, 2 for $3.00 etc...these type of programs get end users buying your drink.
            Make sure to get ROI (Return on Investment) If you are doing a "buy 1 get 1 free" make sure the store manager is going to give you at least 4 to 6 slots at eye level. Use POS! Make a deal with the store to get your name plasterd all over. If you give him free cases-always get something in return. Use Posters, Window clings, Suc Cup racks etc..
            Daredevil is a really great product...now you need to get it in the hands of the end users, so they can see for themselves!

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            • #7
              Be Careful

              I don't know if you guys know but in New York some radio show had a similar contest, not with ED but with water and some woman died from drinking too much water. The guys on the radio got fired and the radio station is being sued. Be careful- the last thing this industry needs is someone dying from too much ED

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              • #8
                Originally posted by cain View Post
                I don't know if you guys know but in New York some radio show had a similar contest, not with ED but with water and some woman died from drinking too much water. The guys on the radio got fired and the radio station is being sued. Be careful- the last thing this industry needs is someone dying from too much ED
                I second that....I heard it from a friend that works at a local station here in Phoenix, they used to do Jackass stuff for prizes but after that, it all stopped. I think clear channel will not allow it anymore at all, anywhere.
                CJ <br />Business relations

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                • #9
                  Unless the same thing recently happened in New York, that just happened here in Sacramento. Some young mother was trying to win a Nintendo Wii for her two kids, and dided from drinking too much water. Even when she complained to them that she was in pain, they said dont worry about it.

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                  • #10
                    Originally posted by Ron Swedelson View Post
                    Unless the same thing recently happened in New York, that just happened here in Sacramento. Some young mother was trying to win a Nintendo Wii for her two kids, and dided from drinking too much water. Even when she complained to them that she was in pain, they said dont worry about it.
                    This one I have heard, I wasn't sure which town it was in so I didn't speak up earlier in the thread. I just remembered that it was in Ca. somewhere and it was for a nintendo. I heard it about a month ago give or take 2 weeks.
                    If what you did yesterday still looks big, you haven't done much today.

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                    • #11
                      Wow...I hope the radio station and water company have a large insurance policy. We are trying to stay away from overly risky behavior. With a name like "Daredevil ED" we have to be careful what we ask our consumers to do. Most are ready to show us what they've got at the drop of a hat. The name has sparked interest in the reckless natured crowd. We want to be considered main stream even though we have 240 mgs of caffeine per 16 oz. We are not looking to be a part of the new extreme energy category any time soon. We like the live on the edge mentality...not the jump off the edge mentality. LOL Any way...I think I understand the concept you all have tried to explain. It seems to be understood as creative marketing minus serious risk. Thanks!

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                      • #12
                        cool ! straight to the point ...product....DD.!!!

                        DD..i happen to think you have an interesting product and target market..but with 240mgs of caffeine you are borderline ...extreme ed status for this category not sports nutrition !!

                        I was actually curious if you have a warning label that describes how much caffeine per 16oz serving to a perspective consumer !! it is understandable if you don't, because there are others RS to name 1 off the top of my head that don't either !! If you don't, i believe in the near future you will have to produce a label with it !!

                        GOOD LUCK WITH YOUR PRODUCT & TARGET MARKET...IT IS COOL 2 SEE A DIFFERENT PRODUCT OUT THAT HAS NO READING INTO THE MIND TYPE OF MESSAGE !! WITH DAREDEVIL YOU KNOW WHO THE PRODUCT IS INTENDED FOR !!!

                        i like to see how many cases you sell after the warning label with the caffeine consumption is placed on the product ?

                        Do you think it will ultimately hurt your sales in the end ?
                        **I AM HOPING NOT for you...but likely it will because now ofcourse the consumer will be educated in what he or she is about to consume...AT THAT POINT IT LEAVES THE POWER & DECISION 2 THE CONSUMER !! before it was let me try a DD it sounds cool and all..but now its like wow it has 240mgs of caffeine and i had a ed before...i don't know if i should drink this now ...maybe later perhaps !!! actually i have a long ride ahead of me & thereafter i am going to GET DROPPED OUT OF AN AIRPLANE AND LAND IN A POOL OF RED BULL ...i think before the drop i'll have a DD!!

                        CLIMAX
                        Lenny

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                        • #13
                          Warning Label

                          The Daredevil Energy warning reads:

                          Consume responsibly - Limit 3 cans per day. Not recommended for children, pregnant women or people sensitive to caffeine.

                          We also state that each can contains 2 servings. Each serving contains 120 mgs. of caffeine.

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                          • #14
                            Limit.....3 Cans Per Day...at Least Your Giving The Consumer The Option But...

                            Originally posted by Daredevil View Post
                            The Daredevil Energy warning reads:

                            Consume responsibly - Limit 3 cans per day. Not recommended for children, pregnant women or people sensitive to caffeine.

                            We also state that each can contains 2 servings. Each serving contains 120 mgs. of caffeine.
                            DD... you realize that is 240@3=720mg of caffeine - if they did go that route !!

                            heres the question...If you have a daughter or son 19-28 we will say, WOULD YOU FEEL COMFORTABLE WITH YOUR DAUGHTER/SON SAYING MOM I JUST PICKED UP 3 DD'S I AM GOING TO CONSUME 1- BREAKFAST, 2-LUNCH, 3-DINNER IS THAT OK ?

                            i understand that you are somewhat indemnifying DD for the mention of "CONSUME RESPONSIBILY" but you are still saying to the consumer THAT IS OK TO DRINK 3 .. !! even though i stress the POWER IS IN THE CONSUMERS HAND !!

                            IF YOU SAID LIMIT 1 CAN PER DAY (240MG CAFFEINE) THAN I WOULD AGREE !! because you know who's drink is 250mg Caffeine & does state (limit 1 can per day-consume 1/2 of the bottle first) so i just want you to know i am comparing it to a sports nutrition drink WHICH I KNOW DAREDEVIL IS NOT !!

                            Any educated young human being would understand that this is alot of caffeine to consume in one day & the sugar.wow !!!..now you are in THE EXTREME CATEGORY !! ESSENTIALLY THATS EQUALLED 2 - (9) RED-BULLS !! THATS DANGEROUS !!!

                            CLIMAX
                            L
                            Last edited by climaxenergydrink; 03-15-2007, 02:52 PM.

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                            • #15
                              Originally posted by climaxenergydrink View Post

                              i like to see how many cases you sell after the warning label with the caffeine consumption is placed on the product ?

                              Do you think it will ultimately hurt your sales in the end ?
                              **I AM HOPING NOT for you...but likely it will because now ofcourse the consumer will be educated in what he or she is about to consume...CLIMAX
                              Lenny
                              I think that disclosing the amount of caffeine in a drink will actually help sales for most ED's. Consumers who are drinking ED's may make decisions on what to buy based on the time of consumption but in the end it will balance out. i.e. Morning High caffeine, late afternoon lower amount.

                              I remember when ICE beers came out with the standard 5.5% alcohol volume many people based their decision on that alone because of less consumption for the same desired effect.

                              The weak brands may well be pushed to the side because now the mind will have a definitve number to go by when judging one brand against the next. i.e. Brand A has 75mgs and brand B has 100mgs. The consumer although they like brand A will buy brand B for the quantatative measurement of 25mgs more per can. That to me is a direct reflection of the ED consumer....more is better for most.(not all)
                              Whether you think can or think you can\'t, you\'re probably right!

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