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2007-01-25
by Leslie Bradshaw

 

Fan-Fallout From The New Jimi Hendrix Energy Drink, “Liquid Experience”




In show business, the saying goes something like “there’s no such thing as bad press.”

Does this same adage hold true for marketing?

If it does, then Beverage Concepts is in luck, because they have had nothing BUT bad press since yesterday’s announcement to put Hendrix-alum-inspired “Liquid Experience” on the market in April.

Quoted in almost every story is another rock legend, Michael “Flea” Balzary, of RHCP: “To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising is very disappointing to me.” That can’t be good for business

It gets better… dovetailing on the cause-oriented marketing, a “portion” of the profits going toward a yet-to-be-named music education foundation. Join GAP, Yoplait, et al. on the “portion of the sale goes to charity” bandwagon.

In the post-Red Bull age of energy drinks, the trademark debacle surrounding the drink “Cocaine“, and the use of deceased, party-hard rockers to cash in… the launch of this product makes sense. Just not sure how successful it will ultimately be. Stay tuned.



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