Last month, market research firm Nielsen outlined its new platform of 12 criteria for new product success during an “Innovation Revelation” webinar. In addition to outlining the dozen steps, Vicki Gardner, senior vice president of product innovation North America for the New York-based company, noted that traditionally successful product launches often offer benefits previously unavailable in the marketplace.
Centered on an otherwise empty wall in the lobby of the Farmington Hills, Mich., headquarters of Living Essentials LLC is a homemade wooden plaque for “2010 Runner-Up Worst Ad in America.” The plaque commemorates the company’s award from The Consumerist website for 5-Hour Energy’s “2:30 Feeling” TV ad. At the bottom, the plaque concedes, “We couldn’t even win this one.”
Sales of energy drinks have taken on the energy of its products compared to a year ago. The energy drinks category increased 15.7 percent for $6.9 billion in sales, according to SymphonyIRI Group, Chicago, for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart.