To be fair, Coke remains the dominant soft drink, and was rated the world’s most valuable brand in 2012 by Interbrand. Kickstart is yet another competitor.Īs Pepsi continues to innovate, Coca-Cola might be getting left in the dust. As I’ve written previously, Monster’s competition has been increasing. However, Monster shareholders should be concerned about the general trend Kickstart represents. Someone thinking of purchasing a java-flavored Monster isn’t likely to opt for a fruit punch- or original-Mountain-Dew-flavored Kickstart. Kickstart only comes in two flavors, both of which are a derivative of the original Mountain Dew. At the time of this writing, Monster’s website lists over 30 different flavors. Furthermore, Monster has embraced a sort of shotgun strategy when it comes to its varieties. Thus, many of Monster’s fans likely won’t care for Kickstart's reduced caffeine. The bigger size cans allowed it to compete against market leader Red Bull from a value standpoint. Monster was one of the first brands to popularize the 16 oz can.
That said, it doesn’t appear to be a major threat for the time being. Kickstart is only a few weeks old, so it isn’t clear yet as to whether or not Kickstart could eat away at Monster’s sales.
Should Monster shareholders fear Kickstart? exchanges, Monster is the only pure energy drink play available to investors. Further, the marketing behind energy drinks has never tied them to a particular time of day Kickstart has been hailed as a morning alternative to coffee.Īs major brands like Red Bull and Rockstar remain off U.S. That’s more than regular Mountain Dew, but far less than the 160 milligrams found in a can of Monster. A 16 oz can of Kickstart packs “only” 92 milligrams of caffeine. However, Kickstart isn’t wholly an energy drink.
Is kickstart an energy drink series#
Both have made partnerships with “extreme” sports athletes a focal point of their advertising efforts (Red Bull has gone so far as to create a series of air racing competitions). Browsing the official Kickstart website, one finds dozens of pictures of young people engaged in activities such as skateboarding, surfing and skiing - similar to the marketing campaigns from Monster and Red Bull. Kickstart is clearly part of the Mountain Dew umbrella, a fact that should support sales (in 2009, Beverage Digest ranked Mountain Dew the number four soft drink brand).Īt least from a marketing standpoint, Pepsi seems intent on going after the energy drink market with Kickstart. With Mountain Dew Kickstart, Pepsi looks to be trying a different strategy. Yet reviews of the updated Amp have been mixed, with BevReview claiming that Pepsi had “ruined” Amp’s flavor profile. Late in 2012, Pepsi relaunched Amp with an updated flavor.
In 2009, Mountain Dew was dropped from the label, making Amp its own brand.Īlthough Amp is top-five-selling energy drink, it has always lagged far behind market leaders Red Bull and Monster Beverage. Back then, the drink was labeled under Pepsi’s popular Mountain Dew brand (“Amp from Mountain Dew”). Pepsi’s primary energy drink is called Amp, which was originally launched in 2001. The company looks to be trying once again, this time with Mountain Dew Kickstart.
Is kickstart an energy drink crack#
Pepsi, despite its extensive success in the soft drink world, has never been able to crack into the growing energy drink market.
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