news19

news19

Beverage Marketing News Fax
FUZE Beverage LLC Goes Fast And Furious With NOS Energy DrinkBy Richard Davis(Adds details, byline, to previous story)Bowling Green, KY--(BEVERAGE MARKETING)--Saturday, February 26, 2005FUZE Beverage LLC, the smart age beverage company that is currently in the liquid fast lane has gone looking for automotive performance enthusiasts for their launch party like the ones portrayed in the 2002 hit movie: The Fast and The Furious, which featured Red Bull chugging actor Vin Diesel as Dominic Toretto. Toretto was an undercover cop who infiltrated the world of street racing in an effort to stop a string of big rig high-jackings. From cool cars to hot babes this flick is soup-upped on high speed automotive action and the adrenaline rush of NOS. For those who didn't catch it at the theater or on DVD, NOS is the acronym for the company known as Nitrous Oxide Systems. Yes, AKA laughing gas, is used to give fast cars that extra blast of speed. funny thing, its the same stuff they put in canned whipped cream and what 1930s dentist used to dull tooth pain during extraction's before the advent of Novocain, its what allows Viagra to work, the nitric oxide pathway, a key signaling molecule for testosterone. Now, NOS is the name of a high performance energy drink targeted toward the go fast enthusiast. "NOS High Performance Energy Drink is the latest licensed co-branding effort with FUZE Beverage for Holley's Nitrous Oxide Systems (NOS) brand," says Bill Tichenor, Holley's Marketing Manager. FYI: the use of nitrous oxide (N20) as a performance enhancement has been traced back to World War II, where it was employed to give Allied aircraft that emergency 'boost' in both airspeed and altitude capabilities. Back in 1978 Nitrous Oxide Systems, Inc., was founded for the commercial use of (N20) in high performance racing. Now a part of Holley, known for their world famous carburetors, NOS is the buy word in the industry. With the energy drink craze racing across the United States, FUZE Beverage was looking for a hip way to market their new high octane drink. Since NOS is contained in a very recognizable blue bottle with the catchy slogan "Throttle in a Bottle", FUZE marketing decided to approach Holley with the idea of licensing the NOS trademark and bottle design as part of their new formula. FUZE, knowing that NOS is for high performance racing, knew that using the NOS design would be the perfect fit for the demographic of energy drink consumers. It is instant accepted branding unlike other energy drinks that need to create a brand as well as awareness. The jury is still out on whether the NOS curved arrow logo on an energy drink will be as popular as the Nike Swoosh on say perhaps an apparel branded isotonic sports drink. Who knows, it could be the next Red Bull, but with more bang for your buck in the 16 oz. can. It could quickly take the number one spot at the top of the most recognizable brand in energy drinks. NOS could face a cool reception, according to some experts, who say FUZE has a lot of distribution to garner before the energy drink will fly off the shelves, beyond the local NAPA auto parts store. But with Holley's automotive distribution network to back it and FUZE soon closing the deal on national distribution, it would be premature to tow it off the energy drink junk yard, just yet. Save some spray for the return trip, NOS energy drink looks like a sure fire winner like NASCAR's bottled water in the 2nd tier automotive sector. FUZE strongly recommends turning on your radar detector before downing a can, and to go easy on the NOS, while in traffic; they are not paying for any unauthorized speeding tickets. CONTACT:FUZE Beverage LLC.Bill Meissner, 201/461-6640bmeissner@fuzebev.comhttp://www.drinknos.com
Powered by MSN TV