Marketing A Potent Energy Drink – A Dream or Nightmare?
Would you sacrifice potential fame and fortune if the wrong product came across your desk?
Thinking about it leaves me perplexed. Would I pass up the opportunity to market a “dream product” if I knew in advance that it could actually be dangerous? Would I? Would you?
If Four Loko came to me a few months ago and asked if Creative Intelligence could effectively market their 12% alcohol-high-energy drink – I would have jumped across the table, high-fived the owners and exclaimed that we’d reduce our fee in return for a piece of Four Loko. I would have been on a marketer’s high; the wow, we’re going to have a blast, sweep the awards shows and most important, create a monster social media story that will explode across the web in a Nano second. Fame, fortune and fun – in one campaign!
But, in case you haven’t heard – the negative press – a single can of Four Loko packs enough wallop to both spin your head and keep you awake all night. In other words, the explosive mixture of caffeine, alcohol and other “natural ingredients” leaves many feeling as if they’ve downed a six-pack and multiple cups of coffee. The stimulation from the caffeine often clouds and masks the affects of the alcohol. Obviously, that can be very dangerous concoction. What’s more, many people don’t realize it at first, but they really can’t handle an entire can.
Many authorities are now trying to ban the drink. What’s the right thing to do – it’s an important question for all of us to ponder – because more situations like this will always be knocking door
