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Posts Tagged ‘Monster’

More Bad PR for Energy Drinks: Red Bull Sued for Wrongful Death

imagesIt’s been a bad PR year for energy drinks. Around this time last year, amped-up beverage Monster was tied to five deaths in the US, and Five Hour Energy was cited by the FDA as being involved in 13. Now, Red Bull has found itself on the receiving end of an $85 million wrongful death lawsuit.

The suit was filed by the family of a 33-year-old Brooklyn man who collapsed while playing basketball after drinking Red Bull in 2011. He died of a heart attack, and the medics who arrived at the scene pointed to his consumption of the energy drink in their report. The man’s family says that he was otherwise healthy, and believe the beverage to be the cause of his untimely death.

According to AdAge, a Red Bull spokeswoman declined to comment on the case, but did spare a moment to point out that Red Bull is available in more than 165 countries because health authorities have concluded it is safe to consume, and added that about 35 billion cans have been consumed since Red Bull was created more than 25 years ago.


The thing is, health authorities are not, in fact, so secure in the assertion that such drinks are safe; Read more

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Adventures in Marketing: Wrigley’s Caffeinated ‘Energy Gum’

Wrigley's Alert Energy Caffeine GumDo you love caffeine but don’t want to get hooked on the Colombian bean or risk your health by chugging Monster and 5-Hour Energy? Well then Wrigley’s has the product for you: Alert Energy Gum! We always thought that the indisputable way to make anything more fun was to “add alcohol”, but that rule apparently now applies to caffeine as well.

This chewable jolt is hardly your grandma’s Doublemint or Juicy Fruit–it seems that brands like those just weren’t exciting enough for the demanding, limited-attention-span Millennial set, so Wrigley’s just had to give them more of what they love most: drugs! The company claims that Alert is designed for “consumers 25 and older who want a portable energy product that will let them control their caffeine consumption”, but we know better. (Also: this product is sadly not related to Stay Alert chewing gum, which is marketed specifically to members of the U.S. military.)

While those big drink brands face lawsuits and the city of Chicago considers banning drinks with more than 180 mg of caffeine per serving, energy addicts can just get their chew on as long as they don’t mind the “bitter, medicinal taste”. Our favorite part of the campaign rollout has to be this quote (from a company representative, no less):

“The taste expectations are different for someone who wants to chew gum for energy than for someone who chews gum for flavor. If you come at this as a piece of gum that you chew for enjoyment it’s not going to deliver on that.”

OK, so maybe it’s really not for the kids! But now we finally have a new twist on that classic “walking and chewing gum” question: can one chew Alert and drink Four Loko at the same time?