Nazis, Caffeine, Energy Drinks, and Starbucks
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Nazis, Caffeine, Energy Drinks, and Starbucks
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Starbucks didn't enter the energy drink market. They were already in it.
Reilly Newman and Scott Saunders break down the caffeine arms race (Starbucks, McDonald's, Panera, Celsius, Red Bull, Dutch Bros, and more ) as they make the case that brand equity determines which brands belong in a new category and which ones are just chasing a trend.
They trace caffeine's strange history from a WWII substance once considered toxic and alien to the fuel of modern life, and how a single shift in consumer perception turned it into one of the most contested brand battlegrounds in food and beverage.
The real lesson isn't about energy drinks. It's about brand equity and what it actually gives your brand permission to do. Every market shift creates the same temptation to chase the behavior change rather than ask whether your brand belongs there. The brands that get this right extend naturally. The brands that get it wrong just look like they're reaching.