Posted: Apr 30, 2012 at 9:53 AM
(Last Updated: May 17, 2012 at 11:04 AM)
Looking at the can for Bulletproof Energy Drink, we were fully expecting to find “classic” (aka Red Bull knockoff) flavor inside the can. However, that’s not the case, with a pleasant almond extract-like aroma to the drink and what we’d describe as “almond citrus” flavor. Granted, that’s probably not what was actually used to make this product, but that’s how our senses interpreted it. In comparing the sugar-free to the sugar sweetened formulation, there’s really very little difference, with the sugar free’s ace-k and sucralose blend working very well and sparing you from 125 extra calories per serving (2 servings per can). It has all of the standard energy drink ingredients, so for some consumers, this product is certainly going to be interchangeable with other energy drinks. From the visual and branding side of things, Bulletproof Energy is utilizing cause marketing by donating 5 cents from every can sold to foundations that support wounded American troops. However, the brand Bulletproof doesn’t exactly feel like an appropriate match for something like this, especially when considering the visual execution of the branding. To that end, we feel as though what they’ve created is cliche and more of the same when it comes to aggressive, male oriented energy drinks. That said, we think that this product will be perceived as an extreme value brand. Overall, there are some decent ideas here, but the execution still needs a lot of work.