A Slow Cow in a room of fast bulls
January 20. 2010
The world of today is about working longer and faster to get ahead and the energy drink category has answered a huge calling. The popularity of Brands like Red Bull are based on a beverage with the ability to give you amazing energy boosts or “wings” as they call it. During a long drive in Quebec, entrepreneur Lino Fleury asked himself “What do people drink if they want to relax?”. The ability to wind down and relax the mind and body is essential to keeping ourselves healthy (mentally and physically) and to not burn out. Fleury says “I came to think that there is no beverage to help people slow down when they are stressed. Energy drinks are full of caffeine and they tend to increase anxiety, not reduce it”.
Introducing Slow Cow the drink that relaxes and helps in the improvement of concentration, memory and learning capacity without causing sleeplessness. Made up of 8 natural plants, amino acids and vitamins, this beverage promises many benefits including: relaxation, improved brain capacity and concentration, increase cerebral levels of dopamine, insomnia treatment, reducing nervousness and a decrease in fatigue during exercise.
The biggest and smartest aspect to Slow Cow is the brand strategy they have adopted to catapult them into the media. They have packaged and branded the drink to look like the calmer, little brother of Red Bull (right down to the use of bovine imagery in the logo and the 8 oz can). This mirrored, polar opposite strategy has created an opportunity for Slow Cow to be directly compared to Red Bull, instantly creating additional media attention and a new category within a category that is rapidly growing.
Every business and category out there has competitors. Sometimes it takes looking at everything that your competitors aren’t to see what it is you might need to become.
