Jones Whoop Ass Energy
Last Updated: 10/1/2010 12:57 PM
One of the more interesting brands in the Jones Soda arsenal is WhoopAss which, for over a decade, had existed as what we’d consider the textbook definition of a novelty product. Now, in 2010, they’ve given the product a major overhaul, with the novelty aspects of the product shown the door (or at least the back of the can in the case of their former cartoon mascot). In their place, Jones WhoopAss is now a serious looking product that delivers loads of functionality, great taste, and top notch execution. The sugar sweetened formulation has a grape-pomegranate flavor, with a tart body that finishes with some bite. While there are similar tasting drinks out there, Jones done a very nice job with their take, especially with added juice and cane sugar giving the product a clean and crisp flavor. From a functional perspective, they’ve made an effort to make the new WhoopAss more than a me-too product. The product includes the regular requirements, including 100mg of caffeine, 1000mg of taurine, and B vitamins, but it’s also fortified with yerba mate, green tea polyphenols and catechins, and additional amino acids (L-arginine, L-carnitine, and L-lysine). Aside from giving you an immediate jolt of energy, the product’s formulation was design to aid in recovery, which is a function that is likely in demand with the brand’s target demographic. And demographic shift is probably the biggest potential change for this product, with its freshly designed look likely moving it off the book shelf as a novelty keepsake and into the hands of consumers who are actually going to drink the product (an important thing for any beverage brand). Plus, the new iron cross logo is visually appealing and eye catching and the WhoopAss name feels more subtle and tasteful, with a skew towards performance instead of novelty. Overall, we really like what Jones has done with this product – a big step forward.
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