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Imagine you are based in Austria, homeland of Red Bull, and you want to launch your own energy drink – what would you do?
Of course, you have to create a different product. Of course, you will have less money than your big competitor. Some guys accepted the challenge and sell their Scallen Energy since 2007. The drink is not so well-known but Full Force Energy made the test: Is this underdog worth trying?
First of all, the can’s design is not very spectacular. It is nice, it is green, but it does not look like this drink would be waiting for me to deliver a kick of pure energy. The logo is interesting, though; is this really a ram’s backside?!
What is more important than the design is the taste. The can promises a “power.energy.drink”. To be honest, I could not feel or taste the power. Scallen tastes like a typical energy drink. Nonetheless, it tastes pretty good. Scallen is not too sweet and not too artificial (if there is something like a “non-artificial-tasting” energy drink). The official Full Force Energy Taste&Kick test came to the result that taste and kick match the design: Not spectacular, but smooth and interesting.
A good energy drink does not only sell a portion of caffeine and other ingredients, it should sell an image. Scallen tried to create this image with some bizarre marketing activities.
Example 1: The official Scallen Wallpaper…
Yeah… somewhat between Britney Spears and a female orc. I doubt that it helps to sell the drink, but at least they tried to be sexy.
Example 2: The “iTQi Superior Taste Award“. Scallen is proud to have received this – for me so far unknown – award.
The mention of the iTQI Superior Taste Award is not much more than a marketing gag. There are three types of this award that can be granted: 3 Stars for “exceptional products”, 2 Stars for “remarkable products” and 1 star for “Notable tasting products”. To be honest: 1 Star does not seem very convincing to me.
The last example for awkward marketing is the exotic distribution strategy. Although I believe that Scallen did market research and that they have spotted some places with good chances to sell their product, I have no idea why they picked exactly the following countries:
Austria (of course)
Germany (it makes sense to sell your drink to your neighbours)
Guinea
Moldavia
Russia
Taiwan
All in all, Scallen is interesting enough to try it out. It tastes good and it looks OK. I appreciate the company’s culture to develope their own style in marketing and I hope for some crazy ideas in the future.
Maybe do you have some ideas for Scallen advertising? Tell us, leave a comment! For some input, visit the official Scallen Energy website scallen-energy.com .
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Комментарии 1
E foarte bun energizant ... eu in fiecare zi beu 9mm ... recomand