“ok.-” Energy Drink is a full-calorie energy drink that is made in Switzerland. Right off the bat, the most noticeable thing about this product is the choice of a 16.9 ounce can rather than the typical 16 ounce can. The result is that ok.- is taller than similar products and certainly offers a point of differentiation, albeit a small one. However, we can’t say the same thing about what’s inside the can -- it’s straight up “classic” energy drink flavor that can be found in many other products.
What this basically means is that there’s nothing unique about the experience of consuming this product over others. Functionally, the product is pretty straightforward, with B vitamins, caffeine (80mg per 8.4oz), and amino acids. Visually, the can has a very minimalist look, which is certainly a good approach to combatting the clutter that is the energy drink category. However, from a practical sense, it’s confusing that the product is “ok.-” as opposed to simply “ok.” (the minus seems unnecessary).
Lastly, making the product in Switzerland seems like something that only serves to reduce the margin on this product. There are plenty of places to produce energy drinks in US. Overall, a decent start for ok.-.
