If their anything like the company I work for they won't bother with this type of marketing because they already have budgets and business plans made for the next year. Although I wouldn't be surprised if they jump on the bandwagon if BNPD becomes big hit with this strategy. But by then we'll already have a foothold. I think BNPD holds the inside track in the race right now in its special niche in the energy drink business.
If the other companies are already established they may wait to see how it goes first. I wouldn't worry about the college deal as much as the genaral idea of BT and LP haveing somone take the whole idea of the product and mass producing before us.
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