Many including startup blog predicted the death of Mother Energy Drink before it was launched. By the way this was Coca Cola Australia’s 4th attempt to get a share of the energy soft drink market. Other attempts included Lift Plus, Burn and Sprite recharge. All of which bombed.
As predicted ‘Mother’ should have been called ‘Dog’. So they’ve burried the old stock on hand and Coke have re-launched Mother with an all new fix all flavour. Which has lead to the following badvertising:
[youtube=http://www.youtube.com/watch?v=HvgIopzPflI]
Memo to Coke Marketing team: Taste has nothing to do with it. Half of Red Bull’s consumers even admit they don’t like the taste. Consumers know the same people developed the flavour profile of this launch too, and yes they know it’s made by Coke.
The energy space is already occupied in the minds of consumers. The market is already dominated by two powerful brands with strong identities & distribution depth. Save your money on advertising and put it towards buying Red Bull gloablly or V for the Asia Pacific market – because this category is already game set match. The two horse race which all categories become has been run and won.
One more thing – this spot is so contrived, your target market would be laughing at you.
Kind regards – Startup Blog.
Note to start ups – if you’re launching a me too, without a price, distribution or technology advantage – best to re-think the launch plans. If Coke can’t do it – why can you?
“Taste has nothing to do with it.”
You’re an idiot.
Hey Jackson,
Do you know what Mother’s market share is….?
Do you know what their price per litre is vs other energy drinks….?
Do you know they are practically giving it away to the trade to keep it on shelf?
Do you know the facts that 50% of Red Bull’s (clear Global Category leader) hard core loyal drinkers hate the taste of it…. ?
Maybe you could add some value to the blog, and qualify some of your opinions, rather than just shooting off half ass, uneducated, unqualified comments.
And if Mother still exists in Australia in 2 years, give me a call and I’ll take you to dinner and you can teach me all about marketing Mr Expert.
Steve.
Hey Steve,
You’re right.
I’m no marketing expert.
Your skills and expertise on the matter are obviously far more advanced than mine, what with your fancy free WordPress blog and condescending words of advice to one of the biggest businesses in the world. Please, continue posting such wonderful examples of insight and industry know-how; I’m sure Coke needs it.
Hey Jackson,
Firstly, I’m a shareholder in Coke, and they are a great distribution business. The best. But when it comes to energy drinks. Failure is the only word that comes to mind….. So it turns out they do need the advice.
Here’s a list for you: Sprite re-charge, Lift plus, Burn and now Mother, just in Australia. The reason for this has nothing to do with Budget, Technology or Distribution.
They fail in this category Marketing – Strategy, execution and pricing. Plus they ignored the first law in marketing which is first to market, first to mind. For the amount of money they have invested in failed launches they could have acquired V – which has a 40%+ market share with change to spare. Hence the advice.
Steve.
Hi Steve,
Are you going to the CCA shareholders meeting with a banner ” dead mother F^#^*#@”? V energy drink is now a 500ml size, great strategy to help kill the mother brand or prolong the slow death. Hey I will buy you dinner if your prediction is on the money, since your shares will be a little lower.
Hi,
Can I ask about Mother’s position in the marketplace at the moment?
I am doing a marketing exercise about it but nothing has been done T.T
thanks for helping