The Fall of Cheetah Power Surge

Has anyone heard of the Canadian energy drink Cheetah Power Surge?  This energy drink uses all natural ingredients and no caffeine.  It had success getting product availability into grocery & drug stores like No Frills, Shoppers Drug Mart, and Sobeys.  It also secured a TV spot during CBC Hockey Night in Canada.  TV commercials during this time reach penetrate many Canadian households but certainly don’t come cheap.  See their TV spot below:

However, on recent trips to the grocery store I noticed that the product was being heavily discounted.  Feature pricing have dropped as low as $0.25 a can (tweet and image here), and the discount  level indicates that the regular retail was $1.49.  With most energy drinks like Red Bull, Monster, and Rockstar being at $2.99, this would appear to be a great deal and tons of product should be sold.  Still, as evidenced by the unopened trays and the amount of cases seen in the picture, the $0.25 rock bottom pricing didn’t really help move product either.  What went wrong with Cheetah Power Surge, and where are they now?

The second question is easier to answer than the first.  Cheetah Power Surge energy drinks are still available at their listed locations (I went into a Shoppers Drug Mart earlier in the week to check), but my guess is those cans are from the original shipment.  And once it is gone it will not return to store shelves.

Cheetah Power Surge in No Frills for $0.50

In terms of what went wrong, a google search reveals some level of insight.  This review site mentions that the energy drink contains high sodium content and leaves a bad aftertaste.  This  review site states that they do not feel any extra energy after consumption.  It appears that consumers were willing to try the product but it never met their expectations.  Based on these unpopular product reviews, Cheetah Power Surge had to rely more on it’s marketing and advertising to sell product.  When lowering the standard pricing from $2.99 to $1.99 didn’t work, it kept on cutting the price to stimulate sales.  Retailers also noticed its slow velocity and took the initiative to cut the pricing themselves, which is why you see the $0.25/can pricing.  Pricing anything at such marginal levels lends to the belief that there is something wrong with the product.  Even if these is nothing wrong with it, it conditions purchasers to expect low pricing and will only purchase your product again in the future if it’s priced just as low.

Cheetah Power Surge seems to have done it all wrong.  When consumer reviews and users sentenced the energy drink as subpar, the company launched additional flavors rather than re-formulate the product.  Aside from the regular (High Octane), Blueberry and Diet flavors, they expanded to include Green Apple and Mango flavors.  They continued advertising on a premium cost through Hockey Night in Canada to generate trial users.  They continued signing distribution agreements to gain availability in Canadian grocers.  All this has accelerated their demise because consumers do not like to feel tricked.  Increased availability meant more consumers bought it once to try the product, but they never returned because of the reasons listed above and from the review sites.

Cheetah Power Surge tried to outrun the problem of their product formulation by turning its attention to external factors.  In the end, this has led to $0.25 pricing and cases of product that has not left the grocery sales floor.  Unlike Full Throttle, consumers will not miss this energy drink when it disappears.

Kraft Launches Line Extension For MiO

From its March 2011 introduction, Kraft MiO has expanded beyond the traditional sweetener of adding flavors to plain water.  They bulked up the product line-up in 2012 with MiO Energy,  characterized by two new flavors (Green Thunder and Black Cherry) containing 60mg of caffeine per serving.  At the end of 2012, Kraft MiO revealed that they will be announcing something to supplement their product line-up of liquid flavor enhancers.  Turns out that announcement was for Kraft’s MiO Fit,  a line extension with electrolytes and B vitamins, and 18 servings in each bottle.  The MiO Fit will come in two flavors: Berry Blast and Arctic Grape.

When the MiO Energy launched, it extended the product line-up into the energy drinks spectrum to compete against Red Bull, Monster Energy and the likes.  With the MiO Fit, Kraft is serving notice to that they will be going up against Gatorade and Powerade in the sports drinks beverage segment.  How will the MiO Fit do relative to its direct and indirect competition?  Will its success come at the expense of other MiO products, competitive beverages, or from consumers that do not typically drink these types of beverages?

For the MiO Fit to succeed in the sports drink segment, another beverage manufacturer will be losing, though not necessarily in the same segment.  The MiO Fit does not grow the beverage industry, rather it transfers a shopper’s purchase dollars from another segment and/or another beverage manufacturer.  Beverages as a category include soft drinks, sports drinks, energy drinks, juices and so much more.  Therefore, people that end up buying the MiO Fit could be purchasing it instead of another sports drink, energy drink, or some other liquid refreshment.  The only beverage segment that wins will be bottled water, since the MiO Fit must be squeezed into water to take full effect.

In the short term, this certainly will lend extra attention to the sport drinks beverage segment.  There may be more discount activity or media promotions from Gatorade and Powerade to deter consumers from buying the MiO Fit.  Kraft will also be putting media support behind the MiO Fit to ensure consumers know there is a legitimate third sports drink option out there on the market.  For example, Kraft has invested significant funding to feature the MiO during this year’s Superbowl (read more here).  This has all the signs that some level of price or promotional activity may occur very soon to fight for your attention and your wallet dollars.  Certainly the winners here will be the consumers that drink sports drinks.

It is also important to note that the MiO Fit gives sports drinks another location in the grocery store to connect with consumers.  In addition to being stocked in the beverage aisles like Gatorade and Powerade, the MiO may be a product that can make it to the checkout counter.  With its small size and no need to be kept cold, it can very well make it closer to the last point of purchase and gain some impulse purchase dollars.  Meanwhile, the closest Gatorade or Powerade will get is the end of the checkout line beside candy, gum, and magazines since it has a dedicated cooler space.

Kraft’s deeper drive into beverages has certainly added many options to the marketplace.  Consumers that find plain water boring can now squeeze in some flavoring.  And when they find this flavoring boring, they can change it up for some MiO Energy or MiO Fit.  It’s very clear Kraft MiO is still very new to the market, and that there are many more extension opportunities.  They have not even expanded to offer their existing flavors in larger or smaller serving sizes.  And there are still other beverage segments where a MiO may change the landscape (ie tea or juices). So while Kraft introduced the MiO in 2011, there has already been extensions in 2012 and 2013.  Let’s keep an eye on what they may do during the year, and what they plan on launching come 2014.

7-Eleven and Red Bull’s Christmas Partnership

Earlier in 2012, Red Bull revealed that they would be launching three new energy drink flavors in March 2013: Cranberry, Lime and Blueberry (BevW’ire’s analysis on why these new flavors will be successful can be found here).  While those attending the NACS show in October were able to sample the  new flavors during the announcement, others have not been so lucky and would have to wait until March.  Fortunately, 7-Eleven and the energy drink manufacturer partnered to participate in an exclusive holiday program where the three new flavors (named the “Editions”) would be available nationwide in the U.S. convenience chain during Christmas.  Will this action set a precedent  where Red Bull launches their beverages in certain retailers exclusively for a short time period before releasing it to all grocery, convenience and merchandising retailers?

Based on 7-Eleven’s execution to support this exclusive arrangement  it looks like the collaborative effort has been beneficial for both partners.  7-Eleven not only provided the typical cooler barrel, cooler clings, shelf danglers, but also supported the launch with outdoor banners, social media activity, and free coffee promo offers.  With the strong support levels 7-Eleven provided, it would not be surprising to see Red Bull take part in exclusive arrangements again with 7-Eleven.  After all, 7-Eleven is the largest U.S. distributor for the energy drink, and the caffeinated beverage is one of the retailer’s top moving products.  This arrangement may not happen as easily with other retailers, since they would not have the same reach despite it being a fast moving product.  However, the answer may ultimately depend on whether both parties can benefit from this exclusive arrangement, and whether the energy drink was supported to the same extent.  It may stand a stronger chance being a convenience or petroleum-bar retailer than grocery customers since beverages are a larger part of their daily business.

Can this type of exclusive partnership happen in Canada?  While exclusive beverages are not uncommon, the number of retailers in Canada are much smaller than in the U.S.  The American retail system is much more fragmented than the Canadian retail landscape.  This means that foregoing business with one retailer would be more detrimental to the manufacturer in Canada than in the U.S.

As retailers and manufacturers continue to partner up in efforts to attract consumers to their locations, the probability of finding products offered exclusively can be quite high in the U.S., but not just yet in Canada.  Of course, if the same level of support was provided, there can be exceptions in the U.S. as well as Canada.

Dr Pepper Highlights Individuality in “/1″ Campaign

Starting today, Dr Pepper will be launching an extension to their previous T-shirt “I’m a Pepper” campaign.  The new campaign titled “/1″ highlights the character’s uniqueness and that they are indeed one of a kind – 1/1 – truly unrivaled in what they do.  Dr Pepper’s advertising agency conducted research to ensure that those numbers represented in the video are statistically accurate, and that these people are peerless in what they do (how many models-turned-boxers do you really know out there?).  Dr Pepper says that the characters featured are real-life people and while they may not be world famous, these individuals are renowned within their respective fields (boxing, roller derby, and air guitar).

It’s worthy to note that this campaign extends to focus on Diet Dr Pepper as well.  Traditionally their commercials and features have been separate, but they have chosen to include Diet Dr Pepper as well in this campaign.  Dr Pepper TEN likely was left off because the messaging of “Not For Women” is on solid footing right now.  As seen from the commercial below, Dr Pepper wants to highlight your individuality in choosing not just Dr Pepper, but also Diet Dr Pepper

So would you rate these commercials as successful?  Do they get your attention? Does it make you pick up a Dr Pepper when you are at the supermarket or convenience store, especially when Coke or Pepsi also also available for your purchase?

I think it does…with some caveats.  While the messaging is solid and connects with the viewer, it still has a strong chance to get lost among all the other commercials that are playing.  Not to mention that Coca-Cola and Pepsi have more money to spend on advertising;  the chances of you being bombarded with soda commercials are quite high and remembering Dr Pepper over a longer time period are quite low.

Dr Pepper’s series of commercial stands apart from how other soda companies have advertised their trademark beverages.  Coca-Cola talks about happiness when you drink their carbonated soft drinks (Open Happiness) and Pepsi advertises on living in the moment (Live For Now).  Dr Pepper turns the focus to you, on how you are special and different from everyone else out there.  In today’s society, everyone wants to be known for being themselves, so Dr Pepper has tapped into how individuals want to think which makes it easier for them to identify themselves with Dr Pepper.  In my opinion, this is a stronger message than being happy or living in the moment.

Still, it is a matter of whether this will translate to any form of wins for Dr Pepper.  Are consumers more likely to buy more Dr Pepper because of this commercial?  Will these purchases come at the expense of Coke, Pepsi, or some other non-Dr Pepper-owned beverage brand?  Keep in mind that Dr Pepper also has to compete with other beverage products, like Red Bull, Gatorade, Nestle Water and the like.  At the supermarket or convenience store’s point of purchase, some of these products will undoubtedly be on sale and make that decision to choose Dr Pepper even harder.  It may come down to whether you are willing to pay more to be unique.

So the next time you are purchasing a soft drink – any drink actually – will you choose Dr Pepper because it reminds you of your individuality?

Canadian Grocery Re-post: Gas Pump Vending Machines Coming Soon?

Recently, the American publication Vending Times reported on some interesting news that may increase sales for beverages and other food items as well (link here).  Vendgogh, a company that provides “gas island solutions” have come up with a concept where gas consumers can integrate their beverage and snacks purchases with their fuel purchase.  The gas pump machine that normally asks the customer which grade of gas they want to fill up and if they want a car wash, can now also be programmed to prompt about purchasing drinks and snacks.  As more and more fuel stations are fitted with technology to allow for payment at the pump, these same stations are seeing their basket size decrease with less opportunities to influence the fuel customer.  The National Association of Convenience Stores (NACS) indicates that about half of all gas customers do not go inside the store, and therefore gas stations have half as many opportunities to drive incremental sales.  The premise of this concept gives petroleum stations increased opportunities to convert pay-at-the-pump consumers without them ever having to enter the fuel station kiosk or store.

While fuel is the core of this channel’s business, growing the basket size is just as important here as in other channels.  Customers may prefer paying at the pump since it’s convenient and quick, but gas owners prefer the customer come inside since there’s many more opportunities to up-sell the customer.  Have you bought a beverage or lottery ticket as part of your fuel-up?  That likely is a result of suggestive selling by the store clerk.  Without the ability to add on beverages, snacks, lottery tickets, or cigarettes, the gas station is only getting base business.  And with so many gas stations around, the competition is fierce for the customer’s dollar.  Even the same chain will be competing with the next closest gas station in the chain for the same dollars.

Vendgogh’s beverage gas pump unit re-establishes the suggestive selling opportunity for the gas station.  By maintaining the customer’s convenience to pay at the pump, the fuel station also has the ability to up-sell beverages and snacks, which drive over 40% of a gas station’s in-store sales.  Beverage purchases drive about 25% of the in-store sales, so popular beverage options such as energy drinks, carbonated soft drinks, and bottled water can be expected to be filled in the vending unit.

Gas stations can always rely on one thing: customer trips.  There will always be motorists that need to refuel, and therefore provide gas stations with opportunities to influence their refuel purchase.  Having a machine to assist in growing the customer’s basket should be a welcome tool across the overall petroleum convenience channel.

Rockstar Energy To Launch Energy Waters

At the National Association of Convenience Stores (NACS) show earlier in October, Rockstar Energy revealed that they plan on launching a line of energy water.  While the timeline has not be revealed, the initial assortment listed on the sell sheet image include the following flavors:  Tropical Citrus, Blueberry Pomegranate Acai, Orange Tangerine.  BevNet has some more information and a quick video on Rockstar Energy’s new products from the show (link here).

This launch from Rockstar Energy pits them against Coca-Cola’s glaceau vitaminwater lineup, and PepsiCo’s SoBe Lifewater and Aquafina Plus lineups.  The question becomes how Rockstar Energy can differentiate themselves against these already established brands.  Despite their positioning as “energy water”, it will be difficult for them to be considered a dissimilar product from flavored water.  It is still an enhanced water beverage and may very well be shelved alongside Aquafina Plus or SoBe Lifewater (Rockstar Energy products are distributed by Pepsi).  And since consumers already have certain expectations for the price point, the new energy waters will have to be priced in a similar range.  There really isn’t that much room for differentiation given what we already know.

So with Product, Place, and Price (the 4 P’s of the Marketing Mix) already determined and largely out of their control, Promotion is the remaining lever Rockstar Energy can use to stand out.  Even then it is still a uphill battle.  In Canada, Aquafina Plus has constantly been on price promotions, to the point where there’s also expectations for feature price points.  In the U.S., many retailers had ran similar promotions but also drove unit sales with a “$10 for 10″ feature strategy.  How can Rockstar’s Energy Water stand out?  Featuring on price – especially for a new entrant – will only upset the market dynamics and reduce profitability.

One option may be co-promoting with their energy drinks, which has an established presence that is much stronger than that of Amped, Nos or Full Throttle (possibly only Amped and Nos in the future, read about Full Throttle’s de-emphasis here).  Leveraging on their stronger identity in energy drinks, they can offer consumers an alternative or additional Rockstar beverage when they are in-store.  Enhanced waters also do not carry the negative stigma that energy drinks have, so transitioning the “energy” equity from energy drinks to energy water may be a tactic to completely re-position themselves.

Another option would be to fully leverage their entertainment and sponsorship properties to feature this new product – in tandem with their energy drinks.  Offering samples of their energy water at their music and sporting events will increase their exposure to a captive audience.  Especially when their competitive products (vitaminwater, lifewater, aquafina plus) are shut out from these venues.  Especially when they offer a differentiated product than Red Bull and Monster Energy, should it be a multi-sponsor event.

While this is a very unique expansion from Rockstar Energy haloing off their “energy” brand association, it will be interesting to see how it can defend against the pressures of larger and more established brands.  This impending product launch has a chance to succeed, but only if they can carve out their own niche against glaceau, SoBe, and Aquafina Plus.