Energy Drinks: Blow

Patterns, our series of reports on observations in package design for consumer products is quite popular. In fact, the most popular report we’ve published is about Energy Drinks. The Energy Drinks report has been downloaded thousands of times and viewed online many thousands more.

Our report on Energy Drinks documents our experienced observations on how the makers, marketers and designers of these drinks use visual cues to communicate and attract buyers.

The Patterns reports online also allow comments to be posted by viewers. The vast majority of such comments on Energy Drinks are not much about design and more to do with health concerns over abuse, misuse and risks associated with consumption of such beverages.

There’s no doubt that the energy drink market is building a high. As every week passes, our web server logs prove so. Search keywords on “energy drinks” grow ever larger and larger.

Imagine our surprise to see the energy drink bonanza taken to a new high with the introduction of Blow Energy Drink.

According to story on Fox 5 New York:

It’s a powdered energy drink that looks like cocaine and is even marketed and packaged that way. It even comes with a mirror and a fake credit card. The company says it’s all in good fun and is supposed to be provocative but harmless. Some people, including a former DEA agent, that Fox 5 talked to think it is pretty outrageous.

This is a new, low-blow for marketing ethics. How will the marketplace at-large respond to such an approach?

There are 12 comments so far | Post a comment

Susan | Oct 17, 2007

Tea, coffee, cola, energy drinks and chocolate share the same nerve toxin (stimulant), caffeine. Caffeine, which is readily released into the blood, triggers a powerful immune response that helps the body to counteract and eliminate this irritant. The toxic irritant stimulates the adrenal glands, and to some extent, the body’s many cells, to release the stress hormones adrenaline and cortisol into the blood stream.

If consumption of stimulants continues on a regular basis, however, this natural defense response of the body becomes overused and ineffective. The almost constant secretion of stress hormones, which are highly toxic compounds in and of themselves, eventually alters the blood chemistry and causes damage to the immune system, endocrine, and nervous systems. Future defense responses are weakened, and the body becomes more prone to infections and other ailments.

The boost in energy experienced after drinking a cup of coffee is not a direct result of the caffeine it contains, but of the immune system’s attempt to get rid of it (caffeine) An overexcited and suppressed immune system fails to provide the “energizing” adrenaline and cortisol boost needed to free the body from the acidic nerve toxin, caffeine. At this stage, people say that they are “used” to a stimulant, such as coffee. So they tend to increase intake to feels the “benefits.”

Since the body cells have to sacrifice some of their own water for the removal of the nerve toxin caffeine, regular consumption of coffee, tea, or colas causes them to become dehydrated. For every cup of tea or coffee you drink, the body has to mobilize 2-3 cups of water just to remove the stimulants, a luxury it cannot afford. This applies to soft drinks, medicinal drugs, and any other stimulants, As a rule, all stimulants have a strong dehydrating effect on the bile, blood, and digestive juices.

Get the real scoop on caffeine at www.CaffeineAwareness.org
Test your caffeine smarts with the caffeine quiz.

And if you drink decaf you wont want to miss this special free report on the Dangers of Decaf available at www.soyfee.com

R.BIRD | Oct 17, 2007

Thanks, Susan, for such an insightful and well-written briefing on how caffeine works.

I’m going to quote this, too, under our Patterns report on Energy Drinks.

R.BIRD | Nov 5, 2007

Tea can be the ultimate energy-drink alternative.

We have noticed a recent increase in search keywords for “energy drink alternatives” and correlated hits on our Tea Patterns report.

Anonymous | Nov 7, 2007

I am dumbfounded that this company would use a very addictive drug as a marketing stunt. I live in the midwest and already this so called drink is showing up in middle schools. these are impressionable 11, 12 and 13 year olds. Provocative and fun I think not…irresponsible and disgusting is more like it. I hope that it gets pulled from the shelf and every parent out there is aware of this company trying to make cocaine look sexy with an energy drink powder what have you. AND we thought candy cigarettes were the low…how far will we go to sell something!

i love it! | Feb 7, 2008

Blow Energy Mix is only supposed to be sold to people 18 and older…it is clearly labeled that way on the packaging and if stores are selling it to minors then they are to blame… cigs, beer ..ect are only for adults and only adults can buy them… blame to stores selling it to minors NOT the company!

Parent | Mar 4, 2008

This is truely a sign of how low we have let ourselves become in this country. We have allowed so many things to come out in the sake of freedom but BLOW energy drink, come on first we tell kids dont do drugs but here you can buy this and pretent you are. This product lead to curiosity for the real Blow and you have to be blind not see it.

Anonymous | Apr 7, 2008

DAD OF 3 I think this product is clearly the dumbest idea someone could come up with and i hope is taken off the shelf as fast as it was put on.

Don't Be Surprised | Apr 8, 2008

There is definitely a market that will identify and embrace what we’re talking about here. It’s in the music and part of culture (music, movies, etc.) I hope you wouldn’t be shocked to see bong hits on Facebook profile pages or glorification of a drug mafia lifestyle on Rap City, because it’s all there.

Thinker | Apr 11, 2008

This caffeinated powder will not convince any educated person that cocaine is safe or worthwhile. If kids want this drink let them have it. I would rather see honest education about drugs than censorship of ideas or products.

sarge | Apr 16, 2008

Hip… Cool… - It may be “legal”, but call it what you will, it is a thinly veiled marketing campaign aimed at adolecents and very young adults. For most of those it will just be a novelty, but for a few of the more impressional and easily pursuaded, it will probably desensitize their outlook. After watching Logan Golan in a few interviews, it is apparent he has no moral or ethical concerns. I feel sorry for him even if he laughing all the way to the bank. He must realize that even IF ONLY ONE life is poorly altered by his product, he must live with it. I stongly beleive in the free market, but some protection from this type of marketing would be for the good of all society.

unconcerned parent | May 4, 2008

i would not be concernef about this product, i went out and found some. tried drinking it (it tasted HORRIBLE and i can put up with some pretty bad tastes) that made me sick for two days and then (SOLEY because I was wondering if the makers “inteded this) i snorted a TINY BIT burns so bad that no kid or adult is gonnas want this stuff. the company will sell out soon. i believe so y dose it matter?

ambrosia | May 7, 2008

im a parent in canada, from what i’m understanding, the drink is waiting for an approval. i agree with all the concerned parents everywhere. What the hell are ppl thinking making a drink like this! Do they not have morals. This drink is just going to cause more problems in life with ppl. Don’t approve it!!!!