Seasonal products are one of my favorite marketing tactics; not only because they are so effective, but because they send consumers into a frenzy. Just think about Valentine’s Day and the numerous chocolates, flowers and stuffed animals being purchased. 

Businesses thrive off of your relationships, seasons and societal expectations because they are selling more than just the product, and Red Bull is one of them. 

So, when Red Bull brought back its renowned Iced Vanilla Berry flavor for winter, myself and many others raced to the closest store to stock up; however, I was severely disappointed with the flavor. I enjoyed the first few moments of blueberry and vanilla, but was shocked by the sour punch of eucalyptus. I was tricked; it was not the icy blue drink I remembered.

Last year, the release of the new blue drink generated significant excitement for me and many others. The anticipation created by limited-time offerings made the experience even more enticing. The drink’s packaging promised refreshing flurries, smooth vanilla and sweet blueberries, all of which contributed to the hype surrounding the product.

This winter, despite the initial thrill, I felt disappointed. I remember the drink tasted better and sweeter, but since the formula remains unchanged, I realized my excitement heightened my experience of its flavor. 

While Red Bull is one of my favorite energy drink brands, the nutritional reality cannot go unnoticed. Each 8.4 ounce can contains 80 mg of caffeine, 26 grams of sugar, and 110 calories. As a collegiate wrestler, I try to watch the sugar and calories in my beverages. This drink, though good, was not worth it. 

However, there is a sugar-free version with ten calories and 80 mg of caffeine, which is more justifiable for me. Though, since it is sugar-free (using Sucralose + acesulfame-K) the taste is slightly sharper with a stronger note of eucalyptus. 

At the end of the day, the Iced Vanilla Berry Red Bull is a fitting example of how marketing can influence consumers’ experience of a product. The anticipation, the limited-time label and the aesthetic of the can all worked together to convince me I was purchasing something magical. 

As a student in marketing communications, I admire how effectively Red Bull has built a seasonal line which taps into consumer nostalgia to turn a simple drink into something more, but I will not be purchasing the drink again. It was not as wintery as I had hoped, and it was not worth the calories or sugar intake. 

Though this drink was not for me, I still enjoyed the excitement of the purchase and trying something out of the ordinary. Red Bull is already teasing consumers (me) with new flavors, which will be released in early March of this year. 

If you like seasonal drinks for the novelty, I suggest you try the Iced Vanilla Berry plus the other winter edition of the year: Fuji Apple Ginger. If you like to play it safe, however, and far from the “fresh notes” of eucalyptus, you may want to stick to your usual flavors.