It’s no secret that the energy drink industry is a behemoth…and I’m talking about a behemoth worth nearly $42 BILLION in global annual revenue. A ton of companies are entering the extremely lucrative “energy” space and developing innovative new ways to deliver powerful jolts of energy to sleep deprived, party-hardy, excitement-seeking consumers. Recently I’ve seen these little energy strips—highly reminiscent of Listerine Pocket Pack Breath Strips—called “Sheets” pop up all over the internet, in NYC, and in Vitamin Shoppe’s/GNC’s everywhere.
What stands out about Sheets has nothing at all to do with what’s in them—they’re rather unspectacular, one Sheet has a really boring blend of 100mg caffeine (about as much caffeine as 1/2 of a cup of coffee), vitamin E, and the full spectrum of B vitamins—but rather the obscenely ridiculous, crude, and quite frankly really hilarious advertising campaign that accompanies them.
Pretty surprisingly, Sheets ad spots feature hypercelebrities such as LeBron James, Pitbull, Amar’e Stoudemire, Ray Rice, and Danilo Gallinari. That’s a really impressive, albeit expensive, lineup for a company in its infancy. We’ll see how far their basketball studs and absurd ads carry the brand.
Onto the ads…
Pitbull taking a Sheet
And my favorite…Danilo Gallinari taking a Sheet!
So I’m forced to ask ya, what’s the craziest place you’ve ever taken a Sheet!? And in all seriousness, if you actually have taken a Sheet before definitely share your experience…I’m curious if they’re actually somewhat effective. I think it’s a cool concept and a good alternative to coffee or Red Bull, but I’m definitely concerned with their safety. Seriously…I can see people popping Sheet after Sheet after Sheet—without realizing just how much caffeine they’re consuming—until their heart spontaneously combusts.
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