I’ve declared in the past that CPG brands must pivot from linear thinking to advancing a truly circular economy. Yet, I’m 100% sure I wasn’t envisioning this strategic transition in the same way as the sports drinks brand Release. Where does “the world's first fully reusable energy drink” source its “upcycled functional ingredients”? At the same place it became a top-selling beverage brand…Amazon. Confused? Well…whether Amazon delivery drivers simply have trouble finding public restrooms or they are indeed being pushed to unrealistic productivity standards, those smiling trucks are usually filled with water bottles of urine. So, prankster turned CPG entrepreneur Oobah Bulter decided that “material” would be perfect for a sustainable sports drink. After that, he added some slick branding and Amazon marketplace strategies…and the algorithm did the rest of the work.

FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS