Anti-energy drink, Drank set to release in New York City

Yesterday we discussed how snack foods seem to be jumping on the energy drink bandwagon.  Today we stumbled upon a product that’s actually anti-energy.

In a world full of Red Bull, Starbucks, and Dunkin’ Donuts, which is constantly pumping caffeine through the veins of its consumers, a new anti-energy drink has made its way onto the market.

The product, called Drank, is a carbonated grape drink which uses melatonin, valerian roots, and rose hips to promote relaxation. Drank is currently only available in southern states but is set to release in New York City soon. The drink is targeted at the hip hop community and is supposedly modeled after “purple drank,", a drink linked to recreational drug use in the south in which the main ingredient is prescription-strength cough syrup.  The drink was engineered to encourage people to adopt a stress-free state of mind.

Drank boasts a slogan that tells consumers, “Slow your roll.” After much thought, consideration and research I can only conclude that, in nicer terms than what I found, this means to relax and chill out.

So, will people be drinking Drank?  First of all, it may be daring to rival the booming industry of caffeinated drinks. If one considers the target audience of caffeinated beverages, Drank is truly its opposite in every form. Still, perhaps it can succeed in the south by coinciding with its laid back lifestyle and providing a much healthier alternative to the traditional “purple drank.”

Success in New York City, on the other hand, may be much more questionable. In a city that never sleeps, how can a drink that puts one to sleep be successful? Maybe a stress-free state of mind is exactly what the city needs.

Will you be drinking drank?

Comments

[David Daniels]

Find the weakness in your competitors strength. Perfect! No differentiation problems here. Can we get Drank in Phoenix?

[nick inglis]

i know that vitamin water tried this with their b-relaxed drink, not sure how that fared.

[Chris]

That is phenomenal!