I have very little sense of brand loyalty for major products.
Consequentially, when someone attempts to bring down the one product that I cherish with all of my heart and soul, there will be hell to pay for the guilty party.
Having graduated college with a marketing degree, I realize that advertising agencies conjure up more manipulative BS than the Bush Administration in order to coax the uninformed and unsuspecting consumer into purchasing a terrible product. This realization has given me a skeptical outlook towards most brands.
There is one brand that I live and die for even in the face of this skepticism. If you consider yourself my true friend or loved one, then you know the extent to my undying devotion to the glorious beverage that is Sparks, the hybrid malt beverage/energy drink.
Generally, either one or two cans of the orange-labeled godsend kick off nearly all of my nights out on the town. I initially drank only Sparks Plus (7% alcohol content by volume), but the slight taste differential converted me over to normal Sparks (6%). Under extreme circumstances, i.e. 7-11 is all out of either normal or plus, I’ll resort to Sparks Lite.
My Sparks worship began when I was a competitive long-distance runner in college. A 70-80 mile per week training regime left me exhausted throughout most of the day and night, which meant that going out on weekends was a laborious task. I wasn’t interested in all-night benders, just the enjoyment of a few drinks and socializing among friends. Constant fatigue made this desire pretty difficult to fulfill.
One magical night in DC, scottbrundage.com introduced me to the life-changing elixir produced by the Miller Brewing Company. Among my friends, Scott Brundage holds the record for the number of Sparks consumed in one night: 6.5*. After downing my first Sparks, I was finally able to keep my eyes open while out at the bar. I felt free, as if I was just released from carbonite imprisonment in Jabba the Hut’s lair – minus being blind. I’ve been a ‘Sparkoholic’ ever since.
You can imagine my outrage upon discovering that a number of State Attorneys General have recently banded together to discredit the product’s integrity. (article here)
The evil pack of Attorneys General (AGs) concede that the marketing of Sparks (http://www.sparks.com) and other such beverages is directed towards children. “Non-alcoholic energy drinks are very popular with today’s youth,” Oregon Attorney General Hardy Myers stated. “Beverage companies are unconscionably appealing to young drinkers”.
Miller spokesperson Julia Green argued that Sparks is “marketed at the 27 year old anti-consumer”. The AGs must find Green’s assertion incomprehensible, most likely due to the fact that they were business-formal-attired yuppies upon entering college.
Believe it or not AGs, but 30 is the new 20. There’s a certain demographic of mid-to-late 20 year olds that enjoys interests such as reading comic books, listening to indie music, and consuming energy drinks. Although seemingly immature, the activities have actually been upgraded from their traditional status to accommodate an older generation. Walk into a comic book store and flip through some of the issues lining the walls. You’d be surprised at the mature level of content included in some of the books, most of which would go right over a child’s head.
Speaking as a member of the demographic that has been mistaken for a group of 13 year olds, my friends and I can appreciate a creative, humorous marketing campaign such as the one found on the Sparks website. Although the site comes off as appealing to children, it actually targets 20-something year olds that act like children. There’s a big difference between the two, which the AGs should come to recognize.
Besides claiming that Sparks is being marketed to toddlers, the evil AGs criticized the beverage’s labeled versus actual alcohol content. After lab tests, a sample of Sparks labeled as having 6% alcohol by volume was actually found to have an earth-shattering 6.97% alcohol by volume. (GASP!)
For comparative purposes, each of the AGs leading the Sparks witch hunt should be required to consume one straight shot of Bacardi 151. The shot might help to enlighten them on the insignificance of .97% alcohol by volume compared to the strength of other alcoholic products on the market.
Joking aside, I do appreciate a concern for correct product labeling, but using this .97% is straight-up petty. What does an arguably harmless production flaw have to do with Sparks’s “appeal to children”?
Lets face the facts AGs, high school jocks have been getting drunk and committing misdemeanors for decades. As much as you’d like to blame Sparks for recent occurrences, please refrain from doing so. If anything, blame football and lacrosse for creating slightly brain dead heaps of muscle.
Chuckblog loves you more than the orange Sparks tongue. Come back and tell all your friends!
*Scott Brundage is the perfect example of a Sparks abuser – please refrain from following his poor example. It’s incredible that his heart is still beating after 6.5 Sparks though, so I had to throw it out there. Props Bruno!





