Question

Topic: Taglines/Names

Name A 24-hour Energy Drink

Posted by Anonymous on 8/31/2009 at 11:06 AM ET 1000 Points
A friend and client has come up with a formula for an energy drink he claims will provide a safe energy boost for up to 24 hours...kind of like those 5-Hour Energy drinks, only longer lasting and more effective.

As most creators of products do, he also has what he believes will be the ideal name for that drink, a name we disagree on for reasons too long to go into here.

So, ladies and gents, let the game begin. Your suggestions for naming that above described concoction will be greatly appreciated.

And if you've also come up with a tagline for your suggestion, all the better.

Have at it for the next week or so. At which point he and I will have a sit-down to evaluate which names we should then test using consumer panels.

On your mark, get set...Go!

Phil
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RESPONSES

  • Posted by Gary Bloomer on 8/31/2009 at 11:27 AM Accepted
    Dear Phil,

    How about these to kick things off:

    ReNueVin8: Fitter, Faster, Farther

    Sport1000: Go the Distance

    NRG PLUS: Go Way Beyond

    XLR8 PLUS: Achieve The Extraordinary

    PERFORMA XL: 24 Hours of Power

    SportsNRG Plus: Mark, Set, Go!

    PerformMax: The Edge You Need

    I hope these help, or that they spark other thoughts.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by SteveByrneMarketing on 8/31/2009 at 11:37 AM Accepted
    Phil,

    ".. safe energy boost for up to 24 hours...kind of like those 5-Hour Energy drinks, only longer lasting and more effective."

    Does this mean you're repositioning the 5-hour drinks as "shorter lasting and less effective"?

    If so, what does less effective mean?

    Steve
  • Posted by Jay Hamilton-Roth on 8/31/2009 at 12:22 PM Accepted
    Phil - here are a few more naming candidates:

    Energy 24/7
    Energy Day
    Purple Rhino (What's stronger than a Red Bull?)
    86400 Seconds (# of seconds/day)
    Round 'Yer Clock
    Fully Energized: Top Off Your Tank
    Full Of It
    Mega Energy
    Ultra Energy
    Secret Weapon
    Hummina
    24-Hour Energy Drink
    Laser: Focus Your Energy
  • Posted by SteveByrneMarketing on 8/31/2009 at 2:14 PM Accepted
    I like Jay’s “Purple Rhino” classic positioning.

    In thinking about the tagline, it seems “longer lasting” is so common it usually goes without notice. But to say “not just your 5 hour energy drink” with its specificity would be more memorable.

    so then ...

    “not just a 5k, but the marathon”

    For a name, what about “Marathon”?

    marathonenergydrink.com is available.

    hope this helps,

    Steve
  • Posted by Tracey on 8/31/2009 at 7:18 PM Accepted
    Just an idea off the top of my head... I'll try to think of more later.

    Zenergy (zen + energy)
  • Posted by Tracey on 8/31/2009 at 7:43 PM Member
    Would this be marketed to the sports/gym crowd or to the nightclub crowd, btw?

    A couple more ideas (more appropriate for the club crowd)

    VIP (vitality, invigorating, pure)
    Freak Tonique ... Unleash it.
    Party Pure
    Flo

    Maybe something involving a word like cure, remedy, dose, heal (like a spelling variation - e.g. kure or dos).
  • Posted on 8/31/2009 at 8:31 PM Accepted
    Phil, do you (or the client) have reason to believe that longer lasting is a meaningful benefit to your target audience? I'd challenge that assumption going-in, and find out from target consumers if they like the CONCEPT and why/why not. We might be solving the wrong problem; there could be a more meaningful benefit and/or a better way to frame the current benefit.

    I tested the concept on my panel of one, and the reaction was "That sounds dangerous." I think the implication is that there might be way too much caffeine in a drink that promised 24-hour effectiveness.

    You better suggest that the client do concept (or positioning) testing BEFORE you spend too much time/energy/effort (and his money) on a name.
  • Posted by Chris Blackman on 9/2/2009 at 10:28 AM Accepted
    Hi Phil

    Funny, I felt the same as Michael Goodman as I read the question, then read all the way down all the responses and found his.

    I keep seeing current affairs shows exposing the danger of over-caffeinated energy drinks and highlighting their danger especially to young, healthy and older tachycardic and arrhythmic consumers.

    Don't most consumers just want a quick but short burst of energy?

    I take it all back if longer lasting is a perceived benefit for the main segments. So long as the product is truly safe.

    Never mind the product name, how about the tagline:

    "Only two sleeps to Spring Break"

    ChrisB
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