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By David Zinczenko with Matt Goulding
Mar 11, 2011
It’s one of the greatest marketing tricks in the history of beverages: Turning a can of obesity-inducing sugar water into the coolest product in the supermarket. Here’s how it’s done.
1. Give your can of sugar water a hip-sounding name, like Monster, Rockstar, or Amp.
2. Promise that the product will do something exciting to your body, like boosting your energy and alertness, so you, too, can be a rock star—or at least stay up as late as one.
3. Make your product sound slightly dangerous. Anything will sound cooler when grown-ups hate it: Dr. Oz calls energy drinks “addictive” and “unhealthy.” Other experts point to thousands of caffeine overdoses among young people 19 and under.
But all the hoopla surrounding energy drinks is just hysteria, right? Sure, drinking them by the six-pack isn’t a good idea, but in moderation, a single can of cold, tangy, eyeball-popping energy fuel can’t be bad for you . . .
Or can it?
Read more: http://health.yahoo.net/experts/eatthis/are-energy-drinks-dangerous
Mar 11, 2011
It’s one of the greatest marketing tricks in the history of beverages: Turning a can of obesity-inducing sugar water into the coolest product in the supermarket. Here’s how it’s done.
1. Give your can of sugar water a hip-sounding name, like Monster, Rockstar, or Amp.
2. Promise that the product will do something exciting to your body, like boosting your energy and alertness, so you, too, can be a rock star—or at least stay up as late as one.
3. Make your product sound slightly dangerous. Anything will sound cooler when grown-ups hate it: Dr. Oz calls energy drinks “addictive” and “unhealthy.” Other experts point to thousands of caffeine overdoses among young people 19 and under.
But all the hoopla surrounding energy drinks is just hysteria, right? Sure, drinking them by the six-pack isn’t a good idea, but in moderation, a single can of cold, tangy, eyeball-popping energy fuel can’t be bad for you . . .
Or can it?
Read more: http://health.yahoo.net/experts/eatthis/are-energy-drinks-dangerous