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WhoopAss energy drink to sport a new edgy pack for re-launch

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.