Wednesday, February 28, 2007
Jimi Hendrix-Inspired Drink Line? What Was Someone Thinking?
I received a press release today that fit so perfectly into Weird Food News that I thought I should mention something. Some company called Beverage Concepts has "tapped" (not my pun) a branding company and a PR firm "to launch The Liquid Experience, a highly anticipated health- and energy-drink line featuring the name and imagery of legendary rock icon, Jimi Hendrix."
So who was anticipating this outside of the companies involved? And what is the concept here? Drink one and you see a Purple Haze? Drink a second and you start playing a guitar backwards? ("Doctor, will I be able to play the guitar?" "I don't see why not." "That's funny, I wasn't able to before.") A few too many and you OD?
Here's a statement from the guy who came up with the name The Liquid Experience:
So who was anticipating this outside of the companies involved? And what is the concept here? Drink one and you see a Purple Haze? Drink a second and you start playing a guitar backwards? ("Doctor, will I be able to play the guitar?" "I don't see why not." "That's funny, I wasn't able to before.") A few too many and you OD?
Here's a statement from the guy who came up with the name The Liquid Experience:
And to find a way to cash in on his name? Oh, how could I be so cynical?"After 40 years, Jimi's music still breaks down barriers and brings people together. Our goal for The Liquid Experience line is to acknowledge and honor his legacy by creating an authentic look and feel that accurately reflects his artistry and generous spirit."
