5 Hour Energy vs Red Bull and the Rest Energy Drink Guys

Wednesday, September 14th, 2011 at 8:04 pm

No matter how unhealthy energy drinks are I love them. Red Bull is my favorite. It always gives me the kick that I need when I need.

Being the first energy drink on the market they have occupied the top spot in terms of selling.

Monster energy drinks decided to offer bigger size to capture the cheapskates in the market. What happened is that these 2 brands dominate the market.

There are a few other brands but they are small fries compared to Red Bull and Monster.

However, something interesting has been happening in the last few months, maybe an year. A new energy drink is making big strides and it’s name is 5 Hour Energy.

I personally don’t like their ads and have never bought it, but it is everywhere – gas stations, stores like Walgreen’s and it is usually next to the cash register.

It helps that 5 Hour Energy comes only in a small bottle which is a big advantage, because you can put it in your pocket or handbag and have one when you need it.

The benefit of the drink is the same as all the other ones – you get a kick when you are tired. However, what makes them different is the way they market it to distinguish themselves from the other energy drinks.

They don’t try to build brand or at least not in the beginning they were not trying, they were just making customers an irresistible offer – 5 hours energy.

Their ads looked like infomercials – guys falling asleep on their desks, unable to finish their presentations before the deadline and lately guys who can’t wake up in the morning.

Compare that to the cute and Vague – Red Bull Gives You Wings. It sound ok, but there is no promise compared to 5 Hour Energy. And their strategy seems to be working because according to 2009 article they have 75% of the market of small sized energy drinks.

My point is that being specific pays off, being clever and cute – might work but also might not. And the last evidence that what 5 Energy does is working is that all big boys in that business came up with small packages of their drinks as well.