Drink Bloom Energy

Oh great, just what the world needed, another Energy drink. Whoopie! Right on the heels of the recall of Cocaine. In fact, the other day I was reading in amNewYork that a guy was suing an energy drink company for causing an extended erection (how much you want to bet the stock in that drink rose immediately.)

A man has sued the maker of the health drink Boost Plus, claiming the vitamin-enriched beverage gave him an erection that would not subside and caused him to be hospitalized.

The lawsuit filed by Christopher Woods of New York said he bought the nutrition beverage made by the pharmaceutical company Novartis AG at a drugstore on June 5, 2004, and drank it.

Woods’ court papers say he woke up the next morning “with an erection that would not subside” and sought treatment that day for the condition, called severe priapism. *_{[via Forbes]}

So now in a completely saturated Energy Drink market you have a new one trying to sell itself as the woman’s feel-good energy drink. With taglines like “Spread Good Energy” and “Real fruit, antioxidants, calcium and full serving of optimism.” I’m already getting all warm and fuzzy on the inside. But what about an erection? Oh right, it’s for women.

Ad agency Maiden Lane in San Francisco is responsible for the campaign for Bloom Energy. They are targeting the campaign in print, outdoor and online. Online ads are running on iVillage, Daily Candy and CitySearch; outdoor ads can be found in transit shelters and shopping mall kiosks. Bloom Energy is targeted to women 25-40 years old and is owned by Del Monte Foods. Ads show women in a number of energetic activities. One ad has a group of women in yoga class; another shows a teacher interacting with her students; a third stars a mom adjusting her young daughter’s costume. Three women take the afternoon off and bike at the beach in the final ad.

The website is all flash and allows you to even look at the nutritional facts on each drink. The design is nice, very feminine. It even has links to blogs (something corporate sites RARELY ever do), I applaud them for that. But is all this enough to compete in the Energy Drink marketplace?

We’ll see.

Site stats:
PR 0
Alexa 5,754,454
Compete N/A

Screenshots after the jump.