QF Energy Drink
Australian QF Energy Drink
Wimmer Marketing Pty Ltd have dabbled into the energy drink category with an energy drink named QF Energy, unfortunately I only discovered it on a visit to the local supermarket yesterday, no tip offs received. I wonder why??
QF Energy has a comic book inspired design, I think it is uninspiring and boring. The taste did nothing for my taste buds, in actual fact it was not enjoyable to drink at all. The cheap grape like flavour will suit the unsophisticated pallet of the average Australian. To be honest I am disappointed, I expected better from one of the most experienced and oldest beverage companies in Australia. The style is seedy looking and has nothing original about it, the only point of difference is the Queensland grape like soft drink flavour. Maybe thats why the can is purple! What happened to the innovation spirit in the product formulation, nothing but a "me too" carbon copy of brands like Red Eye Energy drink.
As for the brand connecting to the consumer, well what can I say read the extract from the website.
You are QF.
QF Energy is all about you.
It’s about what you want, when you want it.
It’s about where you want to be.
It’s who you want to be.
You don’t want to come second. You want to come first.
QF Energy. Always comes first.
How does it come first? Nothing worse than insulting the intelligence of the consumer.
What ingredients in this energy drink will get you over the line in first place? Does it help if I am from Queensland?
Take a look at how Red Bull markets itself, they specifically state they have a unique superior formulation than the competitors! So does the QF brand want the consumer to second guess themselves to first place?
QF Energy is made in Queensland and I am assuming the Q stands for Queensland and the F stands for Failure.
I am not sure how long this energy drink will last outside of Queensland, but I am betting sales will actually fall off in other states as it has no relation or inspiration for the consumer to emotionally connect, relate to it and make sense of it.
QF Energy is one of those trivial annoying regional brand names that get under your skin. QF Energy needs to get a talented designer to give it a fresh makeover and a unique reformulation is also required from the experienced team at Wimmers..
In conclusion, it is ugly, has no clear brand identity, and lacks innovative or unique ingredients. I give it a F for Fail.
UPDATE:
I listened to the radio ad found on the website and what a shock, it has sexual connotations! One guess what QF stands for!
Research:
Whois Result for qfenergy.com @ whois.tucows.com
Registrant:
The Trustee for NATIONAL BEVERAGE DISTRIBUTION UNIT TRUST
2/18 Nevilles Street
Underwood, QLD 4119
AU
Domain name: QFENERGY.COM
Administrative Contact:
White, Gary sales@wimmers.com.au
2/18 Nevilles Street
Underwood, QLD 4119
AU
+61.732993300 Fax: +61.732993022
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