US-based Jones Soda (JSDA) has announced its plans to re-launch its WhoopAss Energy Drink with a new edgy packaging.
Besides packaging, WhoopAss features functional new ingredients that boost energy and provide muscle recovery, as well as an updated flavor profile and color – to compete the America’s $5.4b energy drink industry.
Replacing the current Japanese-anime inspired packaging, the new WhoopAss comes in a tall, all-black 16oz aluminum can featuring a gritty red and grey Iron Cross graphic.
A historic symbol that represents strength and courage, the Iron Cross is a popular symbol among the skate, surf and mixed martial arts culture, which are key demographics for WhoopAss.
Jones’ popular ‘Little Guy’ mascot from the original still carries over and makes a subtle appearance on the back of the new WhoopAss can.