"We think of it kind of like a Coke Zero," Redcon1 founder Aaron Singerman told Marketing Dive. "People are going to drink it and go, 'Wow, this tastes great,' and they're not even thinking about the energy factor."
The original Jolt can is delightfully '80s, featuring a juddering all-caps logo; a red, yellow, and blue color scheme; and catchy slogans like 'Join the Jolt revolt.'
Unfortunately, Jolt's rebirth as an energy drink feels like a major missed opportunity from a branding perspective. Redcon1 opted for a more modern, desaturated can color that looks almost pink.
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