I think there is so much that will come out of what Hangover Joe's is doing behind the seen for the launch of Hangover 3. I believe Hangover Joe's will continue to grow and have distribution. If you look where they are now compared to 5hr in their first year there is no comparison to what has been achieved. Hangover Joe's is a company that has actually only been in the market place for a year with The Hangover brand. They are in there first year and have done more than 5hr did in their first year and that is a fact. You people don't see the vision, of this company nor do you maybe understand the beverage space. I don't think this needs to be in the hangover movie to reach share of mind. This needs to be in the stores, the movie is the branding. The product is the functional side AKA its a functional lifestyle brand. I think you will see as time goes by and as they own more market share both domestic and internationally they will focus more on Hangover Joe's as the brand. There is a thing in the beverage world called share of mind. This is huge to what Hangover Joe's is doing and its brilliant on there part. Share of mind marketing is aimed at establishing a brand firmly in place as the first brand people in a market think of when they need what the brand offers. This type of marketing requires connecting to your customers emotionally in order to compel them to champion the brand and be loyal buyers. Hangover Joe's is creating Share of Mind there is no doubt and if you read the beverage magazine you will see they have done this and are leading the way its so critical. The movie only works for placement the product itself as it is the functional side and the share of mind that continues to move the brand forward in the beverage space with the consumer. I will set back as I have watched brands over the years. I have been in the beverage business over 20 years and I can tell you this is a winner. It's in its infancy and your correct it is not 5hr or Red Bull or Vitamin Water but its being built in a very similar manner. This company is only really a year old. This is why you see the comparison here on this board and in the major trade magazine. They are creating Share of Mind as I explained above this is huge, these guys get it. The brand is less than a year old and its in 30,000 plus stores and in Canada, Australia & New Zealand. This is one hell of an accomplishment by any standard. I predict more investment in this brand and more growth, they have the beverage worlds attention that is no doubt. I will stand by and watch and will see who is correct on this brand. I look for big development and news before the release of Hangover 3 both on the distribution front and on the promotional side. This company is very tight lipped and they don't run around releasing information about what stores their in and distributors etc. I think that it is also smart as they are dominating a category and their building massive street promotion and they are also leading in social media. Something that shows this is Hangover Joe's has more followers on twitter than 5hr even though 5hr is a house hold name and spends millions on TV. They are also close to them on facebook in numbers like 10K apart last time I looked. They key is there nothing cool about 5hr and HJOE plays better in social media to the share of mind audience they are creating as explained above this is so key. 5hr spends millions on TV but that does not translate to social media. I mean what Hangover Joe's has done via social media is huge for a start up company. Imagine where this company will be 7-8 years down the road like 5hr etc. It's going to take millions of more dollars and its going to be maybe a few years till you even see it get close to turning a profit. This as I have said before is not a sprint its a marathon. They are building a real brand the Hangover Joe's brand and there building a real category based on a functional lifestyle product called recovery. These are the facts.
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