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The message is clear for “Sheets.” It is different, faster, and more fun than many of the energy products out there, and their ties with celebs from all walks of life make it a brand that appeals to everyone. Its promotions have given it brand recognition in the marketplace against heavily marketed mainstays, much in the way Vitamin Water’s irreverent viral campaigns helped given them a toehold at launch. Will “Sheets” succeed on the commercial level? Remains to be seen, as the consumer they are going after has a short memory and a tendency to fly to the next hot trend. However from a launch standpoint, “Sheets” has hit all the right chords—fun, viral, easy to understand, and well placed in the consumer landscape.

You may not care for energy products, but you should care, or give a “sheet” for the way the product is being brought to market in such a crowded and fickle landscape. Smart play by smart businesspeople.

Learn more about Sheets Energy Stips at www.sheetsbrand.com and on Facebook at www.facebook.com/TakeaSheet.

Joe Favorito has over 24 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.

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