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August 18, 2009

Beverage Product Naming: Need to Relax?

Forget "energy" drinks, now consumers want "relaxation" drinks.

I have already covered the trend towards relaxed names like "drank," which some say can mellow you out as much as marijuana. But now this trend is really picking up.

blue-cow-drink.gifWe have names like "Vacation in a Bottle," "Superliminal Purple Stuff Pro-Relaxation Formula," and "Purple Stuff," as well as "Blue Cow," which is much more relaxing than "Red Bull."

This type of beverage naming is directed towards those consumers looking to chill out. The idea is to create a relaxation drink that would appeal to non-relaxed surfers, water skiers and, believe it or not, cage fighters.

Tim Lucas, chief marketing officer of Funktional Beverages, explains this unique combination by saying, "We're about not being nervous as we jump out of a plane."

Although, if you're not into jumping out of a plane you can grab some iChill or ViB.

Relaxation drinks have been slowly gaining traction since the beginning of the year when Brandfreak declared energy drinks "so 2007."

Maybe the economy has created enough stress for consumers to find a way to relax by any means necessary.

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Posted by William Lozito at August 18, 2009 9:43 AM
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