AMP Energy


AMP Energy
AMP Energy
AmpEnergyLogoGreen.jpg
Type Energy drink
Manufacturer PepsiCo, Inc.
Country of origin USA
Introduced 2001
Variants AMP Energy
Original, Sugar Free, Overdrive, Traction, Elevate, Relaunch, Black Tea, Green Tea, Lightning, Sugar Free Lightning
AMP Energy Juice
Orange, Mixed Berry
Related products Mountain Dew, Red Bull, Full Throttle
Website ampenergy.com
From left to right: AMP Energy (lemon-lime), Overdrive (cherry), Elevate (mixed berry), Traction (grape) and Relaunch (orange).

AMP Energy (or simply AMP) is an energy drink brand produced and owned by PepsiCo. At the time of its introduction in 2001,[1] AMP Energy was initially distributed under the Mountain Dew soft drink brand.[2] Since 2009, it has been produced and labeled under its own stand-alone trademark name.[3] The beverage is packaged in both 16-ounce and 24-ounce cans, and is sold in the United States and Canada.[4] As of 2009, AMP Energy was the number four energy drink brand in the U.S. in terms of overall retail sales.[5]

Contents

Flavors

The original formulation of AMP Energy was positioned as a flavor extension of the Mountain Dew brand, and in 2001 its label read "Amp Energy Drink from Mountain Dew".[6] In 2008 the label design was changed to contract the product name to a more concise "AMP Energy", with the Mountain Dew logo being shifted to the lower portion of the cans. According to beverage industry commentators at the time, this labeling update was enacted with the intent of "placing a stronger emphasis on the 'Amp Energy' brand and less on its Mountain Dew roots".[7] AMP Energy Original contains taurine, B-vitamins, guarana, ginseng and maltodextrin.[8] 8.4 fluid ounces of AMP contains 74 milligrams of caffeine.[9]

The AMP Energy product line has since expanded to a broader range of flavors and variants, which as of 2011 included AMP Energy (Original), Sugar Free, Overdrive (cherry), Relaunch (discontinued) (orange), Elevate (mixed berry), Traction (grape), Green Tea, Lightning (lemonade) and Sugar Free Lightning. There was also a limited edition flavor named Tradin Paints which was a Orange/Lime/Berry drink.[4] In February 2010 a new series of juices was launched under the name AMP Energy Juices, which are made with B-vitamins, taurine, ginseng and guarana. These juices are produced in two flavors: Orange and Mixed Berry, and are packaged in 12-ounce bottles. Also introduced at this time was AMP Energy Gum, which is made from a blend of B-vitamins, taurine and caffeine.[10]

Sponsorship

Since 2007, AMP Energy has sponsored NASCAR Sprint Cup Series driver Dale Earnhardt Jr and his No. 88 car.[11] In 2009, AMP Energy released Tradin’ Paint, a limited edition Dale Earnhardt Jr. themed energy drink which was a combination of three flavors: orange, lime and berry. The product was available in 16-ounce cans and featured the same paint scheme as Hendrick Motorsports’ No. 88 AMP Energy/National Guard Chevrolet car.[12]

PepsiCo has sponsored the Talladega Superspeedway race for multiple years, resulting in the race being titled the "AMP Energy 500" in 2008 and 2009, and the "AMP Energy Juice 500" in 2010. In October 2010, AMP Energy Juice produced a short film about Talladega Superspeedway titled “The Legend of Hallowdega” which starred David Arquette, was directed by Terry Gilliam and included appearances by Dale Earnhardt Jr. and Darrell Waltrip.[13]

AMP Energy sponsors a snowboard team which includes athletes Mason Aguirre, Keir Dillon, Kevin Pearce, Jack Mitrani, Luke Mitrani and Scotty Lago.[14] In 2009, AMP Energy joined Burton Snowboards to sponsor the 27th Annual US Open Snowboarding Championships at Stratton Mountain in Vermont Other snowboarding events in which AMP Energy is a primary sponsor include the Burton Am Series, Burton Demo Tour, Burton World Tour, and the Canadian Open Snowboarding Championships.[15]

A 2009 promotion involved graphic designers, musicians and artists creating custom AMP-branded refrigerators which were placed in designers' homes and retail stores that included Crooks and Castles, Rogue Status, Huf Clothing and Reed Space. Designers that participated in the promotion included Topher Chin, Steve Aoki, Omar Epps and Han Cholo. According to Women’s Wear Daily, this initiative was carried out “as part of Pepsi's bid to recast the image of its AMP Energy drink as the beverage of choice for the fashion, art and lifestyle crowd.”[16] In 2010, AMP Energy became the official energy drink of the World Extreme Cagefighting (WEC) series. It is also the sponsor of UFC athletes Urijah Faber, Chad Mendes and Joseph Benavidez.[17]

References

  1. ^ Hein, Kenneth (21 January 2008). "PepsiCo Positions Amp as Everyman's Drink". AdWeek. http://www.adweek.com/aw/content_display/news/client/e3i68f721fedbd4e22cb1133ba4ff3a9ec2. Retrieved 19 January 2011. 
  2. ^ Hein, Kenneth (January 2008). "PepsiCo Positions Amp as Everyman’s Drink". Adweek. 
  3. ^ Tanner, Steve. "Amp Energy with Green Tea". BevReview. doi:07 June 2009. http://www.bevreview.com/2009/06/07/amp-energy-with-green-tea/. Retrieved 14 January 2011. "While the triplets of flavors in 2008 reflected existing Pepsi/Dew tastes, the three in 2009 seem to be setting out on their own." 
  4. ^ a b "Drink". http://www.ampenergy.com/#/drink. Retrieved 15 December 2010. 
  5. ^ Hein, Kenneth (February 2009). "Monster Goes Small While Amp Goes Big". Brandweek. http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i6266a3e7e491921c7fc1807ad26b877b. 
  6. ^ Tanner, Steve. "Amp Energy by Mountain Dew". BevReview. doi:02 November 2005. http://www.bevreview.com/2005/11/02/review-amp/. Retrieved 14 January 2011. 
  7. ^ Tanner, Steve. "Review: Amp Energy Traction". BevReview. doi:12 March 2008. http://www.bevreview.com/2008/03/12/review-amp-energy-traction/. 
  8. ^ "Ingredients". http://www.bevnet.com/reviews/amp. Retrieved 15 December 2010. 
  9. ^ "Caffeine content for coffee, tea, soda and more". Mayo Clinic. http://www.mayoclinic.com/health/caffeine/AN01211. Retrieved 15 December 2010. 
  10. ^ "New AMP Energy Juice Launches Nationwide". http://www.bevnet.com/news/2010/2-25-2010-AMP_Energy_Juice_launches_nationwide. Retrieved 15 December 2010. 
  11. ^ Tanner, Steve. "Amp Energy Tradin' Paint". BevReview. doi:02 November 2005. http://www.bevreview.com/2007/09/25/news-mountain-dew-amp-to-sponsor-dale-earnhardt-jrs-88-car/. Retrieved 18 January 2011. 
  12. ^ "Limited Edition Energy Drink Inspired by NASCAR's Most Popular Driver Now on Store Shelves". 5 March 2009. http://www.bevnet.com/news/2009/5-5-2009-AMP_tradin_paint. Retrieved 15 December 2010. 
  13. ^ "AMP Energy and Terry Gilliam Present: THE LEGEND OF HALLOWDEGA to Premiere at the Talladega Superspeedway on October 31st" (Press release). PR Newswire. 8 October 2010. 
  14. ^ "AMP Energy Signs Keir Dillon and Kevin Pearce". Snowboard Magazine. 8 January 2009. http://www.snowboard-mag.com/node/33955. Retrieved 15 December 2010. 
  15. ^ "AMP Energy fuels a new relationship with Burton". ESPN. 20 February 2009. http://espn.go.com/action/news/story?id=3922312. Retrieved 15 December 2010. 
  16. ^ "Fashion Scoops". Women’s Wear Daily 197: 8. May 2009. 
  17. ^ "WEC Signs AMP as Official Energy Drink". 8 January 2010. http://mmapayout.com/2010/01/wec-signs-amp-as-official-energy-drink/. Retrieved 15 December 2010. 

External links


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