Brawndo!

Thirrsty?  Need some energy?  You need some Brawndo – The Thirst Mutilator!  Thanks to Hammer for letting me know about this product:

 

Okay, now that you’ve watched the commercial, you should know that Brawndo is a REAL product!   And, they’ve given us a fantastic example of the way successful viral video marketing works.

I found the story on r2morrow’s blog.  As the blog explains:

“If you know anything about Mike Judge’s film “Idiocracy” you can appreciate how amazing it is that this product exists in real life. One of the ongoing jokes in the movie is about a product called Brawndo, an electrolyte-laden energy drink that flows out of drinking fountains and has completely replaced water, even for watering plants. To quote the movie and the back of the can, “Brawndo’s got what plants crave! Brawndo’s got electrolytes. And that’s what plants crave. They crave elecrolytes. And that’s why plants crave Brawndo. Not water, like from the toilet.”

Introducing the latest marketing craze:  REVERSE Product Placement!  There was no Brawndo until Redux, the manufacturer of the Cocaine energy drink, picked up the idea and ran with it.   I could not find any sales numbers for the drink yet, likely still a novelty product appealing to only those familiar with the movie.  However, with more than 450,000 views on YouTube so far, it might just catch on.

The point of my blog is to give you another example of how entertaining, creative, and innovative campaigns virally spread your marketing message nearly FREE.  But, you’ve got to come up with something different!  This was not a 15, 30, or 60 second commercial.  It’s just a funny video that nearly half-a-million people CHOSE to watch.  How many potential consumers would CHOOSE to watch or listen to the last commercial you wrote?  How much money would you need to spend placing media to reach 450,000 motivated consumers?

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