"WhoopAss is a product with major potential, but it was ahead of its time when it launched in 1999, slipped to the backburner for Jones, and unfortunately stayed there without getting the proper attention and marketing backing it deserves," commented Bill Meissner, who took over as Jones CEO in April of this year. "Earlier in my career I played a key role in bringing a number of top selling energy drinks from initial concept to household name. This is my territory -- I know the energy drink space, I know what it takes to be successful, and I couldn't wait to get my hands on WhoopAss when I came to Jones. Right now the product only accounts for a small portion of our total sales, and we aim to gain share points in this category and make WhoopAss a major part of Jones' beverage portfolio."
WhoopAss Energy Drink product updates include:
Replacing the current Japanese-anime inspired packaging, the new WhoopAss comes in a tall, all-black 16-oz. aluminum can featuring a gritty red and grey Iron Cross graphic. A historic symbol that represents strength and courage, the Iron Cross is a popular symbol among the skate, surf and mixed martial arts culture, which are key demographics for WhoopAss. Jones' popular "Little Guy" mascot from the original still carries over and makes a subtle appearance on the back of the new WhoopAss can.
The updated WhoopAss contains the antioxidant power of 2.5 servings of vegetables, and will provide users with an energy boost while also promoting muscle recovery.
New Flavor and Color
The current bright yellow beverage has changed hues to a deep purple color. The flavor itself has gone from tart and sweet to an exotic, subtle fruit flavor with notes of dragon fruit.
The new product will retail for $2.39 per can MSRP. Jones will debut the new WhoopAss at the National Association of Convenience Stores (NACS) trade show Oct. 5-8 in Atlanta, and it will be readily available on convenience and grocery store shelves this November.
SOURCE: Jones Soda Co.