![]() Having an innovative ingredient in your formula doesn’t mean it belongs on the front design. Not just for a quick glance but to the point of buyer consideration, where they open the door and grab your drink. In today’s competitive climate, packaging must go through a rigorous process to ensure your energy drink design captures the consumers’ attention. Decision makers and designers sitting around the table saying, “Wouldn’t it be cool if we shaped our drink like a dumbbell?” Yep, this concept exists but before you get excited and swipe this idea, recognize that if this type of packaging worked, you would already know about it. This led to a lot of subjectivity in packaging design. It seemed like you could package can or bottle packaging would work, as long as it fits the drink cooler organizer. Reflecting on the silver Xyience cans held by MMA athletes, Spike cans with a straightforward look, and redline energy drink with its squeezable plastic bottle. In the infancy phase of caffeinated beverages, it seemed like any type of packaging would work. For brands willing to embrace a challenge, unique marketing angles can still disrupt the market. With the high consumption comes opportunities in niche energy drink categories. The good news is that energy drink consumption continues to rise. In such a competitive landscape, energy drink marketing needs to be thought out, tested for performance, and well executed by the brand. Energy shots, energy slushies, spiked alcohol products, and energy-enhanced foods are just a few examples of stimulant competitors. It isn’t just energy drinks that a brand is competing against. But it isn’t all good news, competition is fierce and energy drink brands face more challenges than ever before. Commercial refrigerators with clear glass displays provide the right environment for colors, stimulating the desire for greater energy and focus. The energy drink industry now has secured itself becoming a required category for retailers of all sizes.
0 Comments
Leave a Reply. |