If you want to get a whiff of the seamier edge of corporate philanthropy, check out the new charitable marketing scheme by 5-Hour Energy®. The company has undertaken an advertising blitz to explain that when people buy special red, white, and blue bottles of their new cherry-flavored energy drink, a portion of the sales will go to a nonprofit called the Special Operations Warrior Foundation.
I confess that I’m not a big fan of 5-Hour Energy. Like me, you’ve probably seen the product near the cash registers at gas stations: little not-quite-two-ounce bottles of foul-tasting caffeinated syrup that, for $2.99 apiece, give you the oomph you need to get through an afternoon at the office or a long nighttime drive to Altoona. I’m not a caffeine guy, but when I partake, I go for coffee. It tastes better than 5-hour Energy, contains vastly fewer chemicals, and doesn’t come in plastic bottles that end up on the side of the road. Continue reading