Red Bull vs. SoBe Energy Drinks

by on August 29, 2004

in Food and Drink,Football,Pop Culture

Have I mentioned how much I love football? I do. A lot. This much [Fade in picture of me with arms outstreched to either side of my body]. I love football so much that I play it at least twice a week (touch football, that is). I’ve been playing with more or less the same group of guys for about three years now. We play pick up games every Saturday (usually three games, sometimes four).

Yesterday was a perfect day for playing, with the sky fairly clear and the temperature hovering in the mid-sixities. We’d played several games when someone spotted the Red Bull mobile. The Red Bull mobile is a modified pickup truck that wanders Minneapolis and St. Paul dispensing Red Bulls. It’s easy to spot because the truck has a huge can of Red Bull with the bottom resting in the cargo bay and the top resting on the back edge of the cab. In the cargo bay, on either side of the can, are refrigerated storage areas where they keep their supply of the energy drink.

So we were playing ball when we notice a pretty blonde girl and a nice looking guy walking toward our game. And of course, they are Red Bull employees come to give us each a complimentary cold can.

I’ve seen the Red Bull mobile around town but that’s the first time I’ve seen it in action. I gotta say that I was very impressed. Their target market is young male athletes, night owls, and college students and they nailed all three because a couple of the guys I play with probably fall into each category. Several of the guys I play with are regular Red Bull drinkers. And everyone was quite happy to get a free Red Bull.

But after enjoying a practical monopoly on the energy drink market, Red Bull is losing market share to, for my money anyway, better tasting and more effective competition (Fortune magazine calls Red Bull a "a caffeine-laced drink that tastes like cough syrup and promises to enhance athletic performance and concentration."

SoBe Adrenaline Rush

The drink does taste like cough syrup and I don’t think it works nearly as well at energizing than SoBe. SoBe has a diverse product line but I’m partial to SoBe Adrenaline Rush, a direct competitor to Red Bull. It tastes good and works longer. But don’t just take my word for it, I’ve turned three of my friends into SoBe-drinkin fools.

SoBe’s original can design displayed their sense of humor with the slogan "Get it up. Keep it up. Any questions?" Beneath that was a 1-800 number which I presume you were supposed to call and ask when it would go down.

Mmmm….I do love my SoBe but they do gotta work on both their distribution (like in bars) and their visibilty. Hey, they could always sponsor my touch football team.

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