Interview with the people behind Blow energy 03/02/08
Question 1. Who are you ,what is the name of your company and how many people work for your company?
Logan Gola, founder. Between 5-10 full time employees
Question 2. How did you and come up with the idea for Blow? Surely there is some interesting story involved.
Lots of research in college. Seriously, I am a passionate consumer of energy products. I liked the idea of a convenient powder energy drink mix. 1) lightweight=cheaper shipping. 2) Consume some now, save some for later. 3) The only powders on the market were ZipFizz & EmergenC: both were made for minivan-driving soccer moms and both tasted like ass. Nothing was targeted towards the ultra-hip party crowd. All energy drinks actually start as a powder so it was logical (to me at least) to package the powder in a vial and call it Blow.
Question 3. Who came up with the Blow package design and label?
I conceptualized the design and we hired amazing graphics artists to enhance my ideas. We have a hella talented Creative Director named Eric who really took it to the next level for us.
Question 4. Where you worried about the backlash or looking forward to it?
A little bit of both really. We clearly couldn't spend the millions each month that our competition spends so we needed to use "Shock Marketing" to get the brand out there. I dramatically underestimated the resistance we encountered by many retailers due to the controversy but I also underestimated the passion that consumers have demonstrated for the brand.
Question 5. Do you plan on adding any other flavors ?
Blow has a unique flavor that people enjoy, at this point we have one flavor that is really difficult to describe but it tastes great with water and alcohol. I don't see us adding new flavors of Blow any time in the near future but expect to differentiate with some really aggressive branding.
Question 6. What is your opinion of the DARE program in general? I ask since they are vocally against you.
I generally respect their efforts. I've always said that Blow is a great opportunity to initiate a dialogue about drug abuse and I'm happy this gives them a platform to speak out. They have every right to denounce us. However it is the consumers freedom of choice that should decide the future of Blow.
Question 7. Can you just eat blow powder right out of the tube?
There is actually a party we held at the Hard Rock casino in Las Vegas where all these hot chicks were pouring it right out of the tube into their mouths (and elsewhere). The local news was there and some of the PG rated stuff made it on the news that night. I recommend mixing it in a beverage as its pretty concentrated but its a matter of personal taste.
Question 8. Who is your products main competition? Energy drinks, Energy shots; Starbucks?
Wow, I believe any caffeinated beverage is our competition. I most admire RockStar as they were the "Bad Boys" when they came out....obviously Blow makes them look like Boy Scout Juice in comparison now. Realistically, we are such a niche product with very unique retailers that we've created our own category.
Questions 9. Who is your target market? Extreme sports? Night life? Office workers, military personnel/law enforcement, shift workers?
The Ultra-Hip Party Crowd. Our target market is over 18 and are regarded as trendsetters and influencers.
Question 10. Do you feel all the controversy has helped sell Blow? You have to love all the free publicity right?
It has helped expose the brand Blow internationally and that's great. However with that, we take a lot of hits. I've had death threats and we receive a huge amount of hate mail from the bible belt of America.
Question 11. Where do you stand on the whole energy drink mixed with alcohol controversy that is out there right now?
I think it distracts from the bigger issue of drunk driving regardless of whether you mixed Blow with your Vodka or cranberry juice. The message MADD should stay focused on is don't drink and drive...period.
Question 12. What do you think of the fact that Cocaine energy drink has solved it’s problems with the FDA. Worried about the competition or just happy they won out?
I spoke to Jamey their founder yesterday. I love the name and the initial path they took. We knew they were going to have issues and I hope the best for them. I encourage their fight and are happy to see them back on the market.
Question 13. What if the favorite drink you have heard of that uses Blow? I made a vodka Blowtini myself for the review. I prefer the Lindsey Blowhan myself lol.
You nailed both of my favorites....Blow also tastes great in a glass of Cristal champagne.
Question 12.Tell all the Energy drink junkies out there why they should use and support Blow. Give us your best sales pitch.
If you use the ED's for energy..you are going to love Blow for it's power. Our formulation rocks and the fact that our ingredients are super fresh is a tremendous advantage (the active ingredients in ED's degrade the moment they are mixed with liquid...so the cans you're drinking aren't "fresh" compared to ours). I'm limited to what I can say because of legal reasons concerning claims, but when you try Blow you will know what I'm talking about. Blow tastes great and is super convenient. Ever tried to smuggle in a 6 pack of Monster into a concert or club? Our vials are small and convenient so you can take them anywhere you want. You can measure out what you need and save the rest for later. People are also surprised to learn that we are sugar-free, calorie-free, carb-free and packed with B vitamins. I'm not saying we're exactly good for you...but if you are a true energy fiend it's good to know that stuff. Finally Blow is a unique lifestyle product and using it makes a statement. For one, your basically screaming "F*uck You" to the masses and authority, our competition screams "Me Too: I'm a conformist and drink the same ED as everyone else".With Blow, you're demonstrating your right to choose which products you consume, not succumbing to brands that are chosen for you by someone else that thinks they know what is in your best interest.
Make sure you read my review of Blow energy drink powder