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Beverage Marketing News Fax
Pit Bull Takes A Big Bite Out Of The Energy Drinks MarketBy Richard Davis (Adds details, byline, to previous story) LOS ANGLES, Calif.--(BEVERAGE MARKETING)--Thursday, February 23, 2006 It's a dog-eat-dog world out there, and energy drinks are no exception to the rule, love them or hate them, consumers are begging for more energizing beverages. One start-up energy drink firm; East LA-based Hip Hop Beverage Corporation has unveiled something to take the bite out of that vicious junk-yard dog in all of us, it's called Pit Bull Energy Drink. The 'macho' testosterone-charged street savvy beverage takes its name from the descendants of the lean muscular bulldogs used in 19th century England for bull baiting and dogfighting, a pit bull is willing to fight with little or no provocation, even owner's have been mauled by their own loving pets. Pit bulls have a high tolerance for pain, making it possible for them to fight on to the point of total exhaustion. Hotel heiress and professional celebrity Paris Hilton's silly pet Chihuahua "Tinkerbell", may be top dog in the news but the controversial pit bull surely comes in second. Like it's name sake Pit Bull Energy Drink has become highly voguish amongst fashionable, affluent, young, urban consumers. California Governor Arnold Schwarzenegger, a former bodybuilder and pit bull owner himself, recently signed a bill allowing California cities and counties to pass ordinances for specific breeds aimed at banning the pit bull. However, pit bull bans involve a category problem, too, because pit bulls, as it happens, aren't a single breed. The name refers to dogs belonging to a number of related breeds, such as the American Staffordshire terrier, the Staffordshire bull terrier, and the American pit bull, all of which sport a square lean muscular body, a short snout, and a sleek, short-haired coat. The bull terrier is the same breed as the Target store mascot and the Anheuser-Busch Spuds MacKenzie dog, the original party animal, who made his debut in a Bud Light beer commercial during the Super Bowl in 1987. Like the Taco Bell dog, he became a marketing sensation almost as fast as you can say, "This Spuds' for you." Every time you turned on the boob tube, there was Spuds with his entourage of beautiful women lounging by the pool, water skiing or riding a nifty skateboard. So far the so-called "killer" dog's image is good for advertisers, and no doubt that Pit Bull Energy Drink is more bark than bite, an attitude in a can, it taste smooth, so you can ignore the "BEWARE of DOG" sign, who says you can't teach an old energy drink new tricks. Pit Bull comes in stylish 8.4 oz. and 16 oz. cans with mean looking junk-yard dog graphic behind a secure chain-link fence. For Hip Hop Beverage Corporation, their "dog food" is the Pit Bull Energy Bar a highly successful line extension. Yes "pit bull-type" dogs are not exactly the candidate for a PETA poster, but when your selling premium energy drinks, you need a tough name that will bite the bullet and not roll-over and play dead in the c-stores or end up in the preverbal dog house. Pit Bull Energy Drink and Energy Bars are available at retailers and on US Military bases. To find out who, let the dogs out bark on over to http://www.hiphopbev.com or http://www.pitbullenergybar.com.CONTACT:THE HIP HOP BEVERAGE CORPORATIONRamon Castillo, 800/686-3697ramon@hiphopbev.comhttp://www.hiphopbev.comhttp://www.pitbullenergybar.com
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