Here to stay or just a fad beverage?
Eric D. Jackson
Dr. Edward Paul Sakiewicz
The energy drink, Red Bull, slogan is “It Gives You Wings”, now marketers are reversing the influx of energy slogan with Drank™’s “Slow Your Roll.” A new beverage claiming to be the opposite of an energy drink is raising eyebrows because it is modeled after an illegal drink. It is modeled after illegal cocktail called syrup, which is made with prescription cough syrup and Sprite (Drank™. (2009), 1st para). Has the buzz of the effect from drinking the beverage, made this drink popular and demanding or is it here to stay? Marketing planning begins with formulating an offering to meet target customers’ needs or wants (Kotler & Keller, 2009 p. 318).
Table of contents
Table of Contents3
Research Questions 9
Drank™, a lightly carbonated grape flavored beverage is a unique addition to the New Age beverage category designed to have an extreme calming effect to relax the mind, body and soul. Drank™ combines the natural calming effects of melatonin, valerian root and rose hips, and has quickly captured the attention of the public as the new go-to beverage for people looking to relax without resorting to medication, sleep aids or alcohol. The product is sold in prominent purple 16 ounce cans bearing the popular slogan "slow your roll(TM)." With a slogan of "slow your roll(TM), Drank™ is the antithesis of the herd of energy drinks crowding the functional beverage sector. Since launching in select markets in early 2008, Drank™ has quickly become the go-to beverage for people looking to relax their mind and body (Drank™. (2009), 6th para). Literature Review
Innovative Beverage Group Holdings, Inc. is a Nevada-based corporation headquartered in Houston, Texas that engages in the distribution and wholesale of products in the New Age beverage category (Innovative Beverage Group Holdings, Inc. (2009), 7th para). The Company recently launched its first proprietary product Drank™. Dubbed the world's first extreme relaxation beverage, Drank™ was created to induce a natural calming and soothing effect when consumed (Innovative Beverage Group Holdings, Inc. (2009), 7th para). Drank™ is a lightly carbonated grape flavored beverage formulated with natural calming agents including melatonin, rose hips, and valerian root. Drank™ is sold in prominent purple, signature 16 ounce cans bearing the slogan "slow your roll" and is available in convenience and grocery outlets in a growing number of regions throughout the United States (Innovative Beverage Group Holdings, Inc. (2009), 7th para). Innovative Beverage Group began operations as a distributor for well known national brands of beverage products including Jolt, Rock Star, Crystal Geyser, Sweet Leaf tea, Arizona Ice tea, and Volvic Water. Although the Company continues to distribute many of these well known brands in the greater Houston area, the expansion of Innovative's proprietary product division has become foremost in their business model (Innovative Beverage Group Holdings, Inc. (2009), 7th para). Recent corporate strategies have been focused on the marketing and distribution of Drank™ to accommodate the growing demand for the product (Innovative Beverage Group Holdings, Inc. (2009), 7th para). Innovative Beverage Group is also currently working to add additional proprietary products to its line that will complement Drank™ and provide consumers with an array of new and unique concepts in the New Age beverage category (Innovative Beverage Group Holdings, Inc. (2009), 7th para).
The ingredients and benefits are “Melatonin: This brain hormone naturally controls the human sleep cycle. Melatonin, therefore, tells our bodies when it is...