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BURN ENERGY DRINK SET TO IGNITE THE SPARK


Just when we thought the energy drinks category couldn’t get more exciting in South Africa, Coca-Cola is set to launch an attack on novice brands that seem to be favored by the low-income earners in the country. Coca-Cola Beverage SA, already distributing two highly competitive brands that are head-to-head with RedBull Energy, is yet to introduce Burn Energy Drink that is set to kick novice players like Dragon & Score Energy Drinks off the beverage shelves.

While some of us could perceive Burn Energy Drink as entirely new brand, a simple Google-Search reveals the brand has been in the market since 2011 and has a grand foot-print in the UK and countries like Netherlands and Brazil.  The brand will invade a niche currently dominated by Dragon, Score, Reboost, Refreshhh and Elite Energy Drinks to name but a few.

Consumers will be met with the shock of their lives when they initially confuse Burn with MoFaya Energy Drink, an underdog co-founded by Sibusiso Leope, A South African musical genius, philanthropist, and pro-black entrepreneur popular known as DJ Sbu. While the initial assumption could be that Burn Energy replicated the MoFaya branding, a revelation that Burn was introduced in the market back in 2011 proves the opposite is truer.

Being inspired by how greatest of the ancient ideas were born around fire; the brand seeks to inspire artists, musician and athletes to light up the fire within them, hence: Burn. With the majority of energy drinks, primarily RedBull and Monster, using sport, music and adrenalin as the ideal that centers their approach in marketing and promotions, we are eager to see how The Coca-Cola Company will penetrate Burn Energy Drink into the hearts of South African. Also how the niche leaders are to respond to this attack.

Keep your eyes on the retail shelf. You’ve got the power.
  

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