The estimated reading time for this post is 96 seconds
I was dubious when I first saw Rocket Fuel with a packaging and copywriting that brought me back to the early 1990s.
First a velvet rush like no other of caffeine rich smoothness, then a sustained hit of all natural Guarana
I presume this is to try and tap into a mind hack caffiene culture like they have in the US where Jolt cola and Penguin caffeineated mints are sold. Rocket Fuel type caffeine culture comes from gamers, hackers and coders. This has spawned a category of ‘stimulation’ drinks, that are small in volume like Asian pick me up products, notably Taisho Pharmaceutical Co., Ltd’s Lipovitan D or House Wellness Foods Corp’s new drink product C1000 Vitamin Lemon.
These stimulation drinks compete head on with hot coffee and energy drinks like Monster to provide altertness and sustained cognitive performance.
As a product Rocket Fuel in essence, is caffeine in two forms: coffee beans and guarana. I presume that one is a faster release than the other so you get more of a sustained caffeine buzz for your buck.
Unfortunately it looks like its an oversized bottle of amyl nitrate procured from a sex shop for giants. The font flame colour scheme is supposed to evoke the visual language of Lucozade.
So what’s it like?
Firstly, whilst the flavour isn’t for anyone who loves coffee as a drink. It would only compare favourably with coffee, if you liked to drink the likes of Nescafé Original or Maxwell House.
Secondly, the caffeine up seems to last appreciably longer than when I usually drink instant coffee. This might be psychological, but I feld that it had a more sustained effect than would otherwise be the case. You can get your fix via Amazon if you are that desperate to mainline caffeine. But if you care about your tastebuds go elsewhere.
More FMCG related content can be found here.