The L.A. Times reports that “anti-energy” drinks are the latest buzz in SoCal. One major sleeper is Mary Jane’s Soda, a laid-back brew that’s laced with kava (a South Pacific root reputed to have sedating properties) rather than cannabis. http://www.latimes.com/business/la-fi-kava29-2009dec29,0,6531543.story?track=rss
The J. Walter Thompson agency predicts that “slow-down” or “anti-energy” drinks will be a major trend in 2010. Presumably they’ll neutralize all that Red Bull students have quaffed in 2009. An interesting example of how marketers create action and reaction: Launch the poison, then sell the antidote.