HER (healthy energy revitalizer)
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|Country of origin||United States|
|Variants||Regular, No Carbs/No Sugar|
her (healthy.energy.revitalizer) is a pink lemonade flavored energy drink developed in 2005. Her comes in pink and white 8.4 fl oz cans in two varieties: regular and no carbs/no sugar.
HER, or healthy.energy.revitalizer, is the first active lifestyle beverage formulated with women in mind. The goal of HER is to provide sustained energy without the crash or jitters normally associated with drinks of this nature. HER has less caffeine than most energy drinks and positions itself as an ideal replacement for coffee and sodas. HER is also specially fortified with B vitamins, calcium, ginseng, taurine and antioxidants. Although HER is a drink marketed towards women, it is also popular with men who make up approximately 35% of its consumer base. HER is not just an energy drink, and not just an enhanced water. HER is an active lifestyle beverage.
HER includes the following active ingredients of traditional energy drinks: Caffeine, Taurine, Glucuronolactone. It also contains energy catalysts, enzymatic cofactors and bone building components: Ginseng, Vitamin B12, Calcium.
The company is based in Los Angeles, California and the CEO is Brett Jacobson.
While her does employ traditional marketing techniques, it seems the company prefers to utilize more unique methods such as guerilla marketing, event, social media and retail.
Guerilla marketing has become a growing trend for companies looking for quick, cost-effective way to promote their company. On July 30, 2010 her employees and fans protested the incarceration of Lindsay Lohan. According to X17 online her energy drink used "her incarceration as a marketing ploy" by holding up "free her" signs. This humorous promotional tactic garnered free national media attention for the company.
Her also uses sampling programs at points of interest where their ideal customer may be found. Places where her has been previously sampled include: Runyon Canyon, farmers’ markets, colleges, local schools, and health/beauty boutiques. Her frequently works with college sororities by donating lemonade stands (her is pink lemonade flavored) where members sell cans of her in order to raise money for their chosen charities. Her is the only energy drink to have partnered with M.A.D.D. and regularly goes into schools to warn students against the dangers of drinking and driving.
Her often plays on its name when marketing the active lifestyle beverage. For example, in early 2011 her working in conjunction with Nuggets markets launched campaign that gave people a chance to win a 50 cc "Scoot-her". The opportunity to win a "Scoot-her" proved a big success for sales in the retail locations. They also launched a ROCK WITH HER campaign which helped promote local singer/songwriters.
HER is also active on Facebook and Twitter.
HER is currently distributed by a network of Tier 1 distributors such as: Anheuser-Busch, Miller Coors, Coca Cola, Haralambos, Southern Wine and Spirits, Superior Distributing, Spike Distributing and many others. HER is distributed throughout: California, Arizona, Nevada, Hawaii, Minnesota and Wisconsin.
HER is currently available in more than 3,000 retail stores and that number is growing. Her can be found in Vons, Target, Ralphs, Nugget, Pavilions, Gelsons, Safeway, Albertsons, Scolari's, Basha's and many others. Local retailers can be found on the Her Company Website.
It was previously available from a kiosk in The Americana in Glendale, CA in 2008 but was shut down due to the rent being too much. The four employees working for the kiosk never received their last paychecks, even after calling the CEO and the manager multiple times. The CEO claimed to have the paychecks available to pick up, yet failed to answer any calls from the employees who agreed to pick up the checks. The case was taken to the Department of Labor, and because the CEO failed to show up, the employees won the case, but the employees never received any type of income. It has been four years.
Driver Alex Lloyd represented HER in the 2009 Indy 500. The NHLR #06 car received a one-time exemption from the league and was renumbered #40202 in connection with Stand Up To Cancer’s text to donate program. Anyone that texted the word “stand” to 40202 would automatically donate $10.00 to the cancer research charity. The HER car became the highest official car number entry in motorsports history.
As a company HER has made giving back an important part of their business by giving 5% of net proceeds from the sale of HER to various charities. Although HER is a drink formulated with women in mind, and HER does give specifically to women's causes, their charitable reach spans further to include numerous other causes. HER's philanthropic work includes: Susan G. Komen For the Cure, The Make a Wave Project for Global Beach Clean Up, The Nicole Brown Foundation Against Domestic Violence, The Southern California Wildfire Victims Relief effort, MADD, Juvenile Diabetes Research Foundation, Adagio Health, Union Station Homeless Services, The John Kanzius Cancer Research Foundation, and many others. HER also works with numerous sororities to aid their respective charities.
- Hochman, Karen. "Her Energy Drink." The Nibble. March 2009. 14 Sep 2011 <http://www.thenibble.com/reviews/diet/beverages/her-energy.asp>
- X17 Video, 30 Jul 2010, 19 Sep 2011, <http://x17video.com/celebrity_video/lindsay_lohan/released_inmates_tell_stories.php>
- her Racing, 14 Sep 2011 <http://drinkher.com/racing/>
- her Charities, 14 Sep 2011 <http://drinkher.com/charities/>