Positive Energy: Orange Juice

The tagline for Positive Energy is “juice with a boost” -- and that’s exactly what this is. The product, labeled as 100 percent juice and made with not from concentrate orange juice, contains added caffeine from organic green coffee beans (100 mg per bottle). While it's certainly a nice idea in concept, it’s one that has been tried before by both big and small companies (e.g. Monster’s Rumba) without success. One of the key issues is that there is a compromise in choosing this product. Specifically, it is neither the best tasting bottle of orange juice nor the most functional or enjoyable energy offering out there. We’d say the same for the entire line, which includes both juices and teas. That being said, this seems like a product that is going to appeal to a really small audience rather than a broad one. It also puts a lot of pressure on the packaging and branding to perform in such a way that consumers want to pick this product up. However, using a 10 oz. plastic bottle and a somewhat plain looking label makes an additional level of compromise. The product is both smaller than competing orange juices and less appealing from a design perspective. We’re really not trying to be overly negative, but we feel strongly that the packaging needs to be more appealing than it is. All in all, we feel as though there’s merit to an offering that features organic caffeine, but this doesn’t seem like the right delivery method.