The Fall
“Energy drinks are one of the top selling packaged beverages in the United States. In 2019, energy drinks accounted for 31 percent of the dollar sales of packaged beverages sold at U.S. convenience stores. Between 2018 and 2019, the sales volume of energy drinks grew by nearly nine percent.” Statista
“The statistic illustrates the sales growth of the leading energy drink brands in the United States in 2022. VPX Bang reported a sales growth of 3.2 percent in the U.S. compared to the previous year.” Statista
No matter the industry disrupting brand with a variety of popular flavors and growing popularity, the lawsuits and Owoc’s anticstook their toll.
The man with the self appointed title “Chief Science Officer” forced his employees to attend a work event without Covid safety protocols in March of 2020. The employees were required to attend or else take paid time off.
“Florida has hundreds of confirmed cases of coronavirus and nine deaths, and the state health department is asking residents to stay home and avoid crowds.
But that didn’t stop Vital Pharmaceuticals, maker of the colorfully marketed BANG Energy drink, from ordering more than 200 employees to assemble Wednesday for an obligatory all-hands strategy meeting at a warehouse in Broward County, which has more COVID-19 cases than any other county in Florida.” – Vice
Using social media influencers to get the brand from small upstart to number three was clearly clever and wildly successful marketing. Unlike Owoc’s forceful personality, the brand wanted influencers to use the products as they liked. Getting the name out there was the thing and it worked.
