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HOW AN $86 BILLION MARKET WAS BUILT BEFORE ANYONE ASKED IF IT WAS SAFE
Red Bull Has Been Legal Since 1987
Marketed To Teenagers From The Beginning
The Cardiac Event Data Existed Before The First Sponsorship Deal
The FDA Has Never Classified Energy Drinks As A Drug
Every Word Of The Above Is True
None Of It Was Hidden
THIS NEWSLETTER IS FOR INFORMATIONAL PURPOSES ONLY. NOTHING IN THIS CONTENT CONSTITUTES MEDICAL, PSYCHOLOGICAL, OR PROFESSIONAL ADVICE. ALWAYS CONSULT A QUALIFIED HEALTHCARE PROFESSIONAL BEFORE MAKING ANY HEALTH RELATED DECISIONS.
A Quick Shoutout To Our Sponsor: CYCLING FROG
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OKAY BACK FROM THE ENERGY AISLE 🥤
👇🏻
HOW THE INDUSTRY BUILT ITSELF AROUND ADOLESCENTS 🎯
Red Bull Launched In Austria In 1987 And In The United States In 1997
Its Marketing Was Not Aimed At Tired Professionals
It Was Aimed At Young Men Who Wanted To Feel Dangerous
The Tagline Was Not "Helps You Concentrate"
It Was "Gives You Wings"
The Associations Built Into The Brand Were Extreme Sports, Risk Culture, And Youth
Monster Beverage Corporation Entered The Market In 2002 With A 16 Ounce Can
That Immediately Signaled Something Different From A Coffee Cup
The Can Was Black
The Logo Was Claw Marks
The Implied Consumer Was Not A Commuter
The Branding Succeeded By Not Framing The Product As A Caffeine Delivery Mechanism
An Energy Drink Is A Lifestyle Product
It Sits In Sporting Events, Gaming Tournaments, Music Festivals, And School Vending Machines
It Is Not In The Pharmacy
It Is Not Near The Medications
It Is With The Sodas, Which Means It Is Already Coded As A Food
The 86 Billion Dollar Global Energy Drink Market Was Built On The Decision To Sell Caffeine
To People Without The Word Drug Appearing Anywhere On The Packaging
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THE CARDIAC DATA THEY HAD BEFORE THE MARKET EXISTED 💊
Caffeine Affects The Cardiovascular System
At Moderate Doses In Adults With No Underlying Conditions
This Is Generally Manageable
In Adolescents, In People With Undiagnosed Heart Conditions, And In People Consuming Multiple Cans In A Short Period
It Is Not
The FDA Received Reports Of Deaths Linked To Energy Drink Consumption Beginning In The Mid 2000s
Between 2004 And 2012, Monster Energy Drinks Were Cited In 17 Deaths
Reported Through The FDA's Adverse Event Monitoring System
The Company Disputed The Causal Link In Each Case
The American Academy Of Pediatrics Stated In 2011
That Energy Drinks Were Not Appropriate For Children Or Adolescents
The FDA Does Not Regulate Energy Drinks As Drugs
It Regulates Them As Food
Specifically As Dietary Supplements
A Category That Requires No Pre Market Safety Approval
A Pharmaceutical Company Must Prove Safety Before Sale
An Energy Drink Company Must Prove Nothing
Caffeine In A Pill Requires A Label That States The Caffeine Content And Includes Warnings
Caffeine In A 16 Ounce Can With A Claw Mark Logo Requires Neither
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THE TARGET THAT NEVER CHANGED ⚡
The Energy Drink Industry Has Consistently Sponsored High School Level Athletics
Gaming Tournaments, And Youth Oriented Music Events
Monster's Ambassador List Has Included Athletes As Young As Fifteen
The Category Of Youth Marketing In This Industry Is Not A Departure From The Strategy
It Is The Strategy
Adolescent Brains Are More Sensitive To Stimulants Than Adult Brains
The Developing Prefrontal Cortex
The Ongoing Maturation Of The Cardiovascular System
The Tendency Toward Binge Consumption Rather Than Habitual Moderation
These Are Not Factors The Industry Publishes Alongside Its Partnership Announcements
The Dependency Pattern That Starts In Adolescence Is The Longest Running Customer Relationship Possible
A Fourteen Year Old Who Develops A Caffeine Dependency Has
On A Long Enough Timeline, Sixty Years Of Consumption Ahead Of Them
The Coffeehouse Industry Understood This And Sold To Adults
The Energy Drink Industry Understood This And Targeted Younger
Nothing About This Was Accidental
The Ingredients List, The Serving Size, The Can Size
The Placement In Vending Machines On School Grounds
These Are Decisions Made In Boardrooms Where The Demographic Data Was Present
