The Energy Drinks Battlefield

BusinessWeek: How do you convince teens to buy your highly caffeinated, $2-a-can soft drink, when hundreds of other brands are jockeying for shelf space? Skip normal TV ads, for starters. In a field continually littered with new entries, each trying to out-extreme the other, small energy-drink companies are pursuing increasingly audacious marketing tactics.
Bridge jumping, a rocket launch, and even skydiving without parachutes have become the norm in this guerrilla-marketing street fight — all in the attempt to garner attention and enough of a following to dominate a niche within a niche. A game of one-upmanship has broken out, which extends even to the brand names (Go Fast! recently lost its exclamatory supremacy to newcomer Crunk!!!).
Energy Drinks Build Their Buzz [BusinessWeek]
Via Trylon Communications, Inc.