I bring this up, because it’s an example of when branding has caused me to pass on buying a product I otherwise liked.
Tab Energy is the best tasting diet energy drink I’ve had. Period. To me it had a pomegranate flavor, but I’ve heard it described as “jolly rancher” and “watermelon”.
It’s expensive, even within the it’s-so-over-priced-you-should-just-take-some-pills-and-juice-instead1 energy drink market. But the real shame, for me, is the fabulous branding. It’s not just gender issues, there’s nothing about the lifestyle the advertising promotes that I can embrace. Judge harshly for yourself,
So I’ve never put a pack of it in my shopping cart. Very rarely I’ve picked up single servings from convince stores — unlike the boxes, the cans don’t have “You go, Girl!” and “Shop till you drop!” printed on the front. I haven’t had a Tab Energy in over a year and a half.
1Caffeine pills and B-vitiman supplements are an order of magnitude cheaper.
Does it matter? If you avoid a product just because of branding, isn’t that the same as buying into because of branding? Branding isn’t always bad; it’s a legitimate marketing tool (Apple has been carefully branded), but sometimes it’s beside the point. Marlboro was a cigarette originally intended for women, then rebranded as a “safe” cigarette. Finally, after thirty years, it was branded as a “man’s” cigarette. Still no big payoff, then–inspiration–cowboys smoked Marlboros! That was fifty years ago. That’s how an ordinary fag named for wimpy British nobility came to be the symbol of American machismo. But of course it’s been the same tobacco mix the whole time. Same thing with Tab. Marketing decided females 18-24 was a growing niche with no strong competition. But it’s the same drink. Are you embarrassed to be buying a girly soft drink? Just wear a wedding ring, carry a “list,” pick up some Tampons to complete the ruse and at the checkout stand, mention casually but clearly that it’s for your wife.
ernie
Comment by Ernie — April 25, 2009 @ 11:26 am
Well there are many drinks I have gotten just for the packaging. I like sampling new drinks, and as I see it, strange packaging is part of the fun. I think this may have been how I first tried the Tab Energy — I honestly can’t remember when or how I had it first.
The wedding ring and tampons is a clever idea, but then I’ll look like I have a dumb bimbo wife. If I ever really get a strong craving for Tab Energy, I think I’ll just casually mention that it’s for my mistress.
Comment by Vincent Gable — April 25, 2009 @ 12:24 pm