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What is 'Rich Energy'?


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#1551 scheivlak

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Posted 03 April 2019 - 21:51

Ferrari will need to take a pay cut larger.

And here I was reading "Ferrari will need to take a pay cut lager"



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#1552 pdac

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Posted 04 April 2019 - 00:18

I think Mike Ashley is involved in the long winded failsafe backer with the wonga, at least if it all goes tits up, there is nearly 1bn floating about.

 

Well, if Debenhams is anything to go by, the guy does seem to want to (as Alan Sugar would put it) piss his money up the wall. Maybe he just can't imagine the size of the trouser back pockets needed to hold £1bn or two in fifties.



#1553 Maxioos

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Posted 04 April 2019 - 06:10

There isn't anything that came public about the court cases did it?

#1554 Peat

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Posted 04 April 2019 - 06:53

Looks more like some virtual/digital whatever it is.

 

Can't even find an actual company location, no warehouse location via maps .

 

Do they even have an actual website showing their 'range of activities'

 

Funnily enough, the Walker Logistics warehouses are up the road from me, I pass them fairly regularly on my bike rides!
http://www.walkerlogistics.com/us/

 

It's a fairly big facility, certainly not a 'Big Yellow' type setup. https://goo.gl/maps/n5KcjKBvvfB2 (They are on both sides of the road)


Edited by Peat, 04 April 2019 - 06:55.


#1555 Rinehart

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Posted 04 April 2019 - 09:48

Around the time of the Haas launch, The Beard said everyone on social media should shut up as they have 90 million cans.

Based on evidence, most people thought, "Jimmy Hill". 

I suspect a production order of 90m was closer to the truth than 90m in physical condition. 

Perhaps the timing of the logistics deal with Walker ties in with mass production quantities of the product starting to fall off the production line. So maybe we will start to see RW widely sold soon.

I guess 90m cans might generate £125mn in revenues and I've no idea what the costs are but I think energy drinks are high margin and I've heard a bit of gossip regarding redbull, so it could be as much as 50%... so that would be £62.5m...

Even if we halved that and consider the figure will then be massively eroded by the repayment terms of the loaned funds/stakeholder deals... Still there should be a few coins left over...

Maybe the plan was speculative to borrow, advertise like mad, create massive demand, then produce a product to meet that generated demand... the theory is about to be tested. 

But I'm not sure that sticking a logo on a midfield F1 car constitutes advertising like mad in this day and age. I'm not seeing much activation of the sponsorship. It feels to me that The Beard had his heart set on F1 sponsorship, rather than this being a strategic decision.

Sure the logo will reach a lot of eyeballs but this is not the same as generating brand awareness and driving purchase, especially when the product isn't available when you first see it... As an example, does anyone know what Acronis is... it's quite prominently displayed on the Torro Rosso... 

Either way it's quite possibly make or break time... if those 90m cans don't sell, there are going to be a few serious people without a seat when the music stops... 

Intrigued.

 

Edit: Corrected numbers, anybody want a Rich Energy branded calculator?


Edited by Rinehart, 04 April 2019 - 13:19.


#1556 RA2

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Posted 04 April 2019 - 09:57

 

I guess 90m cans might generate £1.25bn in revenues and I've no idea what the costs are but I think energy drinks are high margin and I've heard a bit of gossip regarding redbull, so it could be as much as 50%... so that would be £625m...

 

 

 

I think you meant 125 million pounds as revenue ans 62.5 million pounds as profit


Edited by RA2, 04 April 2019 - 09:57.


#1557 P123

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Posted 04 April 2019 - 10:41

I guess 90m cans might generate £1.25bn in revenues


That's Rich!

#1558 7MGTEsup

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Posted 04 April 2019 - 11:12

 

I guess 90m cans might generate £1.25bn in revenues and I've no idea what the costs are but I think energy drinks are high margin and I've heard a bit of gossip regarding redbull, so it could be as much as 50%... 

 

Wow they're not going to sell many cans if they're £13.90 each.... and that would be more in the region of 2000% mark up


Edited by 7MGTEsup, 04 April 2019 - 11:12.


#1559 danmills

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Posted 04 April 2019 - 11:59

This is where the Rich scribbles mix up how different a US and UK billion are.... and come up with their own  :rotfl:

 

US 1bn = one thousand million

UK 1bn = one million million

Rich Energy 1bn = one hundred million


Edited by danmills, 04 April 2019 - 12:01.


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#1560 Brackets

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Posted 04 April 2019 - 12:03

Diet-rich

 

You just won the internet.



#1561 milestone 11

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Posted 04 April 2019 - 12:34

 

I guess 90m cans might generate £1.25bn in revenues and I've no idea what the costs are but I think energy drinks are high margin and I've heard a bit of gossip regarding redbull, so it could be as much as 50%... so that would be £625m...

 

.. As an example, does anyone know what Acronis is... it's quite prominently displayed on the Torro Rosso... 

 

That should be 125m and 62.5m.

Acronis is a software company, one of its products, True Image, (A hard disc copy) works exceptionally well.



#1562 Rinehart

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Posted 04 April 2019 - 13:17

Not sure we need 100 replies all pointing out the same error. Point made! Will edit the text. Please continue...  



#1563 Alburaq

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Posted 04 April 2019 - 13:18

rick-rb-1-725x400.jpg

https://f1i.auto-moto.com/


Edited by Alburaq, 04 April 2019 - 13:19.


#1564 Maxioos

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Posted 04 April 2019 - 13:34

rick-rb-1-725x400.jpg
https://f1i.auto-moto.com/


That's premium, even own CEO isn't allowed to drink it and forced to take regular RB.

#1565 CoolBreeze

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Posted 04 April 2019 - 13:39

Just how stupid can this fella be..



#1566 Maxioos

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Posted 04 April 2019 - 13:44

Just how stupid can this fella be..


It's like a apple store with Windows PC at the employees desks.

#1567 Silberpfeil

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Posted 04 April 2019 - 13:47

Just how stupid can this fella be..

That’s a photoshop that originated on Twitter a couple of weeks ago.

Here’s the link to the original tweet: https://twitter.com/...4614487041?s=21

Edited by Silberpfeil, 04 April 2019 - 13:47.


#1568 Afterburner

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Posted 04 April 2019 - 13:56

That’s a photoshop that originated on Twitter a couple of weeks ago.

Here’s the link to the original tweet: https://twitter.com/...4614487041?s=21

“Don’t believe everything you read on the internet.” ~Abraham Lincoln

#1569 Maxioos

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Posted 04 April 2019 - 14:09

Not sure we need 100 replies all pointing out the same error. Point made! Will edit the text. Please continue...


There is something else. There where shop owners reading here, what is the profit margin on energy drinks for sellers? 30% or higher/lower.

By online sale, they can keep everything, but by selling in shops, selling price isn't close to price Rich Energy gets.

These all need part of the revenue.
Product related:
Making and delivering cans.
Making product and filling the cans.
Distributor towards distribution centres.
Distribution centres distributing towards selling points.
Selling points profit margin.
Tax.

Other cost company related:
Housing company
Salaries
Insurances
Promotion
Travelling
Legal fees
Promotion gear

How more you produce, how higher the profit (lower cost) per can will get, I would not be surprised "first" distributions of around 90 million cans would be around even and no profit at all.

For sure in producing the cans and product will be much more expensive a can by "low" amount then when in much higher amounts. I have made lots of that kind of calculations in the past when I had to buy promotion stuff work related. 5 T shirts is € 65,- (€ 13 a piece) or 15 for € 124,- (€ 8,27 a piece) how higher the amount buying, how lower the price a piece gets.

I still have not seen any proof of 90 million cans made/sold. Nothing. That they made couple (100.000?) cans is a fact. But even if 90 million sold, if they would have made a profit of it, that would be a achievement on it's own, but I doubt it highly.

#1570 Maxioos

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Posted 04 April 2019 - 14:10

“Don’t believe everything you read on the internet.” ~Abraham Lincoln

That’s a photoshop that originated on Twitter a couple of weeks ago.
Here’s the link to the original tweet: https://twitter.com/...4614487041?s=21


Nice one!

#1571 TheWilliamzer

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Posted 04 April 2019 - 14:15

Is £1m of assets value enough for a drink company to produce 90 million cans? 



#1572 RSRally

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Posted 04 April 2019 - 15:12

There is something else. There where shop owners reading here, what is the profit margin on energy drinks for sellers? 30% or higher/lower.


A case of 24 Red Bull 250ml costs me around £17+vat, a case of 24 of the cheap energy drink brands (whose production cost probably isn't all that different) is around £4.50.

#1573 pdac

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Posted 04 April 2019 - 16:49

This is where the Rich scribbles mix up how different a US and UK billion are.... and come up with their own  :rotfl:

 

US 1bn = one thousand million

UK 1bn = one million million

Rich Energy 1bn = one hundred million

 

That may be the dictionary definition (and mine too) but, in practice, the UK has more or less adopted the US definition. When the UK government say they are spending £1bn on something, it means they are spending £1000m.



#1574 loki

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Posted 04 April 2019 - 21:34

That’s a photoshop that originated on Twitter a couple of weeks ago.

Here’s the link to the original tweet: https://twitter.com/...4614487041?s=21

What that tells me is that Rich Energy is so elusive they had to take a shot of him drinking a Red Bull then Photoshop in a Rich Energy can for the promotional tweet.

 

Makes sense to me...

 

:drunk:  :wave:

 

I gotta say the doctoring of the original shot with a Red Bull can is pretty funny.  I wonder if whomever made that was aware of the extent to which Rich Energy has been using content that's been Photoshopped.  Turnabout is fair play I guess.



#1575 Barge

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Posted 04 April 2019 - 23:49

IF (big if) the figure of 90,000.000 cans is to believed (and it definitely shouldn't be) the mathematics of it all are very interesting.

90 million cans works out at 3,750,000 cases (24 cans to a case)

3,750,000 cases would cost approx £18,750,000 (roughly £5 per case-plus or minus) to produce and ship.

Trade price to end-users is approx £12 per case-and retailers always want at least 100% mark-up-ask any corner shop-so they can sell a case at plus or minus £25.

Forget all other silly prices being bandied about, no-one (except end users) will buy a case for £25 at trade prices-unless they've got more money than sense.

So there is a profit of approx £7.50 per case for RE.

Which, in theory, before any overheads, would amount to £28,125,000.

 

Maxioos correctly laid out some of the overheads as :

 

Distributor costs : even at a modest 50p per case for both storage and delivery, that would work out (3,750,000 x .50p) at £1,875,000,

Salaries : very little as there seems to be no more than a handful of full-time employees, so say approx £100,000 per annum.

Insurances : no idea what a company would pay per year-but can it be in excess of £50,000?

Travelling : not sure if HAAS would pay for all of it but the whole season could be in excess of £100,000 if every trip is 1st class.

Legal fees: Well, we all know what predatory animals lawyers can be, so should we say £100,000 per annum. MINIMUM.

Promotion : judging by the comedic amateurish approach (can held up in air in front of an expensive looking building) I'd say about £50-but of course eventually if the company EVER grows, a six figure sum wouldn't be extraordinary. But that certainly and evidently isn't happening right now.

Rent : Apart from paying rent at Big Yellow, there seems to be no property/assets owned so rented offices in SW London could be up £50,000 per annum or more, dependent on size.

Then there's the elephant in the room. VAT. (Value added tax to non Brits).

HMRC (Her Majesties Revenue & Customs) are currently applying 20% duty on profit so on a sum of £25,950,000 = £5,190,000 VAT owned. 

Which I doubt has been paid yet, and, if plans to be 'tax-efficient' by being based in the Isle of Man come to fruition, never will be.

 

But hold on there. Haven't we forgotten something? Of course. Sponsorship money for HAAS. It was reported that Red Bull were paying £220,000,000 for last years sponsorship but of course that was for everything-wages, car development etc. and two teams. 

Based on the cut rate attitude that RE seems to adopt so readily, I'd hazard a guess at one quarter of that. which is about £50,000,000.

 

So even the extravagant claim of 90,000,000 cans just doesn't stack up. There seems to be absolutely no retail presence in the UK-and very little in foreign countries. Unless you call a delivery van and one shop fridge in Australia and a quarter of a truck-load in the the US, presence.



#1576 RA2

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Posted 05 April 2019 - 05:10

 

Based on the cut rate attitude that RE seems to adopt so readily, I'd hazard a guess at one quarter of that. which is about £50,000,000.

 

 

The sponsorship package with Haas would not be £50,000,000. it will be more like £5,000,000.



#1577 Rinehart

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Posted 05 April 2019 - 08:39

IF (big if) the figure of 90,000.000 cans is to believed (and it definitely shouldn't be) the mathematics of it all are very interesting.

90 million cans works out at 3,750,000 cases (24 cans to a case)

3,750,000 cases would cost approx £18,750,000 (roughly £5 per case-plus or minus) to produce and ship.

Trade price to end-users is approx £12 per case-and retailers always want at least 100% mark-up-ask any corner shop-so they can sell a case at plus or minus £25.

Forget all other silly prices being bandied about, no-one (except end users) will buy a case for £25 at trade prices-unless they've got more money than sense.

So there is a profit of approx £7.50 per case for RE.

Which, in theory, before any overheads, would amount to £28,125,000.

 

Maxioos correctly laid out some of the overheads as :

 

Distributor costs : even at a modest 50p per case for both storage and delivery, that would work out (3,750,000 x .50p) at £1,875,000,

Salaries : very little as there seems to be no more than a handful of full-time employees, so say approx £100,000 per annum.

Insurances : no idea what a company would pay per year-but can it be in excess of £50,000?

Travelling : not sure if HAAS would pay for all of it but the whole season could be in excess of £100,000 if every trip is 1st class.

Legal fees: Well, we all know what predatory animals lawyers can be, so should we say £100,000 per annum. MINIMUM.

Promotion : judging by the comedic amateurish approach (can held up in air in front of an expensive looking building) I'd say about £50-but of course eventually if the company EVER grows, a six figure sum wouldn't be extraordinary. But that certainly and evidently isn't happening right now.

Rent : Apart from paying rent at Big Yellow, there seems to be no property/assets owned so rented offices in SW London could be up £50,000 per annum or more, dependent on size.

Then there's the elephant in the room. VAT. (Value added tax to non Brits).

HMRC (Her Majesties Revenue & Customs) are currently applying 20% duty on profit so on a sum of £25,950,000 = £5,190,000 VAT owned. 

Which I doubt has been paid yet, and, if plans to be 'tax-efficient' by being based in the Isle of Man come to fruition, never will be.

 

But hold on there. Haven't we forgotten something? Of course. Sponsorship money for HAAS. It was reported that Red Bull were paying £220,000,000 for last years sponsorship but of course that was for everything-wages, car development etc. and two teams. 

Based on the cut rate attitude that RE seems to adopt so readily, I'd hazard a guess at one quarter of that. which is about £50,000,000.

 

So even the extravagant claim of 90,000,000 cans just doesn't stack up. There seems to be absolutely no retail presence in the UK-and very little in foreign countries. Unless you call a delivery van and one shop fridge in Australia and a quarter of a truck-load in the the US, presence.

So what we're saying is that the sale of 90m cans wholesale won't cover the costs of production, distribution, overheads, tax, marketing and then the huge Haas sponsorship (which itself is likely greater than the gross sales income on its own), not to mention profit. Ok fine, but this is a start up. The question is this is high stakes of speculative funding... He's probably needed to borrow somewhere in the region of £50m to get this up and running... 



#1578 danmills

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Posted 05 April 2019 - 08:53

The astronomical amount of cans already made is quite obviously a lie. They couldn't even give away that many cans, let alone sell them. Think about it, the few places it is available are promo events and sports events. Even people in Melbourne, their flagship biggest sponsor deal event to date, struggled to get hold of it. Too many factors point to this quantity most likely being an absolute fib.

 

They are probably now backpeddling and rushing around trying to make orders and sort distribution lines on the basis of these new orders coming in. They will make them once the orders are there. 

 

Otherwise, there is no way that goodness knows how many millions was thrown in to make them and hope it takes off. No way. Demands first, then proper the canning process.

 

You can't send a train out without a track. They are building the demand first.

 

If they signed a supermarket deal, sure, they might have made that many.

 

But they are flogging a crate or three to little country pubs or hipster joints up and down the country, the odd lavish bar that might take a sack barrow of them on a trial basis. Probably from the same van. And definitely not 90 million units.


Edited by danmills, 05 April 2019 - 09:05.


#1579 Maxioos

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Posted 05 April 2019 - 08:55

So what we're saying is that the sale of 90m cans wholesale won't cover the costs of production, distribution, overheads, tax, marketing and then the huge Haas sponsorship (which itself is likely greater than the gross sales income on its own), not to mention profit. Ok fine, but this is a start up. The question is this is high stakes of speculative funding... He's probably needed to borrow somewhere in the region of £50m to get this up and running... 

 

lol, that's exactly the amount i calculated in December.

 

https://forums.autos...ergy/?p=8610391

 

But for that money, even if only came available after/during/with the sponsorship deal, we should have seem much, much more effect imo. It could and should just be WW distributed atm. after 6 month, that's just doable. 



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#1580 StraightEdge

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Posted 05 April 2019 - 13:26

Get to know Toby Sowery. Why? Look at how many times the logo and name appear on the video

https://youtu.be/x9M82Jp-x_c?t=195



#1581 Rinehart

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Posted 05 April 2019 - 13:31

The astronomical amount of cans already made is quite obviously a lie. They couldn't even give away that many cans, let alone sell them. Think about it, the few places it is available are promo events and sports events. Even people in Melbourne, their flagship biggest sponsor deal event to date, struggled to get hold of it. Too many factors point to this quantity most likely being an absolute fib.

 

They are probably now backpeddling and rushing around trying to make orders and sort distribution lines on the basis of these new orders coming in. They will make them once the orders are there. 

 

Otherwise, there is no way that goodness knows how many millions was thrown in to make them and hope it takes off. No way. Demands first, then proper the canning process.

 

You can't send a train out without a track. They are building the demand first.

 

If they signed a supermarket deal, sure, they might have made that many.

 

But they are flogging a crate or three to little country pubs or hipster joints up and down the country, the odd lavish bar that might take a sack barrow of them on a trial basis. Probably from the same van. And definitely not 90 million units.

Yup, I agree that appears to be the strategy, as I've been saying all along. But what I've also been saying is if you build demand but there is no product to fulfil it initially, and that honeymoon period lags, I suspect a lot of those newly acquired potential customers will fall away through impatience, distrust and otherwise onto the next shiny new thing. This is a dangerous game being played out here. Surely nobody would lend a man the money for global sponsorship without also lending the money for production of said product, or at the very least ensuring its there. If a significant number of cans aren't at the very least in production right now, then my slight faith in this mission ever succeeding has just spun off into the sand trap! 



#1582 Peat

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Posted 08 April 2019 - 18:00

Dreadful news.

Jordan King will be sponsored by Rich Energy at the 500.



#1583 Maxioos

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Posted 08 April 2019 - 18:52

Dreadful news.
Jordan King will be sponsored by Rich Energy at the 500.


They have more sponsor deals than cans in shops.

#1584 pdac

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Posted 08 April 2019 - 19:19

They have more sponsor deals than cans in shops.

 

 

Fixed.



#1585 Anja

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Posted 08 April 2019 - 19:42

Dreadful news.

Jordan King will be sponsored by Rich Energy at the 500.

 

Why dreadful? I find the whole story pretty entertaining and welcome this new twist. It's not like the presence of some Rich Energy logos will somehow tarnish Indy's name and legacy. 


Edited by Anja, 08 April 2019 - 19:45.


#1586 New Britain

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Posted 08 April 2019 - 21:30

The sponsorship package with Haas would not be £50,000,000. it will be more like £5,000,000.

Would have to be more than £5m, to get a complete livery change plus team naming rights. I believe that Martini were paying Williams about $15m/season, and supposedly BWT something similar to make another team turn themselves pink.



#1587 Myrvold

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Posted 08 April 2019 - 21:42

Would have to be more than £5m, to get a complete livery change plus team naming rights. I believe that Martini were paying Williams about $15m/season, and supposedly BWT something similar to make another team turn themselves pink.

It would be way closer to 5 than 50.
When it was talk about Rich sponsoring Williams the reports said they wanted slightly more than they had from Martini, it was said around 20 mill. Rich Energy is said to have done the deal with Haas for half that price, which is why they went with Haas, and not Williams. Even though Rich Energy is marketing itself as "British".

Regardless of currency, it is said that they pay 10 mill-ish for the title sponsorship.



#1588 danmills

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Posted 08 April 2019 - 22:41

Installments. Performance based installments.

Wait for Monaco. If Grosjean is still driving like a fairy, heads will roll and beards will be largely unkempt and patchy.

#1589 Tsarwash

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Posted 08 April 2019 - 23:15

So I saw a print advert for Rich energy in a magazine yesterday, and I thought that I would have to share it with you all, as it is obviously of the highest glamour and prestige you can imagine. It is the back cover of a free, A5, Camra magazine for the mid Gloucestershire area. :) Here is a link to the online PDF, (You have to scroll all the way down.) You can see the sort of quality magazine that it is. 

http://www.glouceste.../spring2019.pdf



#1590 pdac

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Posted 09 April 2019 - 00:05

So I saw a print advert for Rich energy in a magazine yesterday, and I thought that I would have to share it with you all, as it is obviously of the highest glamour and prestige you can imagine. It is the back cover of a free, A5, Camra magazine for the mid Gloucestershire area. :) Here is a link to the online PDF, (You have to scroll all the way down.) You can see the sort of quality magazine that it is. 

http://www.glouceste.../spring2019.pdf

 

Ooohh!  Yet another typeface being used. How many is that now?

 

Edit: And the logos at the top of the ad look vertically compressed compared to the ones on the cans. Really good attention to detail these people have.


Edited by pdac, 09 April 2019 - 00:08.


#1591 Barge

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Posted 09 April 2019 - 01:22

Here's another place that RE will be getting a cheap plug. I've been watching BBC4 TV's 'Britain's Youngest Football Manager' series which captures the lows and lows of West Ham United Ladies football team. As avid readers of this on-going and never-ending article must know, they are one of the many sporting inepts sponsored by RE. This week they were featured being knocked out of the FA Ladies Cup by lower-leagued Manchester United's plucky little footballerettes. The whole series is a lesson in 'How not to do it' as ex-porn peddler David Sullivan's inept and mono-syllabic son tries to grasp the harsh realities of managing to complete a sentence let alone managing a Ladies football team. It is a must-watch for the comedic value alone but also I've been watching it hoping to catch a glimpse of the bearded one in his never ending and risible attempts at self-promotion. It must be hard, being CEO of a 'World Beating Premium Energy Drinks Company', whist at the same time sponsoring a unit of footballers who are, at best, low to middling in competence. Anyways, the show gave a glimpse of next weeks exciting and not to be missed episode where a few of the 'ladettes' from the team were at the launch of the new Haas car at The Royal Automobile Club in Piccadilly. Can't wait. 



#1592 RA2

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Posted 09 April 2019 - 07:05

Rich Energy would have been better if they had used gold rather than black

 

1000thgpofficialf1poster.jpg



#1593 RSRally

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Posted 09 April 2019 - 09:02

I doubt they've borrowed money to set up RE, not from conventional sources anyway.

I'm beginning to believe the 'four sterling billionaires' story. There must be a significant amount of money behind them to fund all these sponsorship deals, and the beard's lifestyle (he's in LA this week), helicopter chartering seems to be genuine, RE branded superbikes are in production (all from Twitter)

What we can be fairly certain of is that the money to fund all this isn't coming from sales of the drink.. so question is how long will the investors give it until the firm needs to turn a profit?

#1594 New Britain

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Posted 09 April 2019 - 09:35

It would be way closer to 5 than 50.
When it was talk about Rich sponsoring Williams the reports said they wanted slightly more than they had from Martini, it was said around 20 mill. Rich Energy is said to have done the deal with Haas for half that price, which is why they went with Haas, and not Williams. Even though Rich Energy is marketing itself as "British".

Regardless of currency, it is said that they pay 10 mill-ish for the title sponsorship.

I think you are talking in dollars and the post to which I was replying was in sterling, but yes, it should be in that range. My point was just that in F1 you can't buy a title sponsorship plus control of livery for only £5m (or at least not yet you can't).



#1595 Silberpfeil

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Posted 09 April 2019 - 11:04

So I saw a print advert for Rich energy in a magazine yesterday, and I thought that I would have to share it with you all, as it is obviously of the highest glamour and prestige you can imagine. It is the back cover of a free, A5, Camra magazine for the mid Gloucestershire area. :) Here is a link to the online PDF, (You have to scroll all the way down.) You can see the sort of quality magazine that it is.
http://www.glouceste.../spring2019.pdf


To echo pdac, what the ever-loving fork is that typeface?

Also, the black background with what I think is supposed to be droplets of water looks absolutely terrible and actually makes the page look like it has water damage. I remember back in school, in 8th or 9th grade we had to do a project that required us to design and present our own fictitious product, complete with a sales pitch and an advert. What we turned in looked considerably better than what is the best Rich Energy are apparently able to manage. Ironically, we landed on a zero sugar energy drink, as that was the time when Coke Zero was relatively fresh (two or three years) on the market and the energy drink craze started to grip the impressionable youths.

#1596 Tsarwash

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Posted 09 April 2019 - 12:40

It must be hard, being CEO of a 'World Beating Premium Energy Drinks Company', whist at the same time sponsoring a unit of footballers who are, at best, low to middling in competence.

I think the funniest thing about the advert that I saw was that somebody thought a local Camra magazine was the place to start advertising a 'premium energy drink'. The advert must only have cost a hundred quid or two, but the majority of Camra enthusiasts have an extremely low opinion of any alcohol that is not cask ale, or at a push, this new fangled 'American style' Craft ale. Just go to a Camra hangout and ask them what they think of Red Bull or vodka, and see what sort of replies you get. Cheap marketing but utterly without guidance or target. It smacks of somebody who thinks that all advertising works no matter where you place it. 



#1597 midgrid

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Posted 09 April 2019 - 12:42

So I saw a print advert for Rich energy in a magazine yesterday, and I thought that I would have to share it with you all, as it is obviously of the highest glamour and prestige you can imagine. It is the back cover of a free, A5, Camra magazine for the mid Gloucestershire area. :) Here is a link to the online PDF, (You have to scroll all the way down.) You can see the sort of quality magazine that it is. 

http://www.glouceste.../spring2019.pdf

 

CAMRA supporters obviously being renowned for their love of energy drinks.

 

Edit: Yes, you took the words out of my mouth just above! :lol:



#1598 7MGTEsup

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Posted 09 April 2019 - 13:01

CAMRA supporters obviously being renowned for their love of energy drinks.

 

 

Maybe they should be advertising in the back of comic books to try and get kids hooked at an early age? Although I don't think many kids could afford the "premium" product. 

 

Or maybe they should pay to have a skin in the next round of Fortnite updates?



#1599 Tsarwash

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Posted 09 April 2019 - 13:19

Maybe they should be advertising in the back of comic books to try and get kids hooked at an early age? Although I don't think many kids could afford the "premium" product. 

 

Or maybe they should pay to have a skin in the next round of Fortnite updates?

Obviously now you are entering the topic of the ethics of advertising itself, which is probably a topic for the Paddock Club. But the first rule of advertising or marketing is to spend time researching your potential customers and place your advert somewhere where the most potential (actual) customers will see it. Don't bother putting adverts for walk-in bathtubs into computer games magazines, and don't bother putting Fortnite adverts in the Readers Digest.  



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#1600 DanardiF1

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Posted 09 April 2019 - 14:19

I emailed the Advertising Standards Agency last month about Rich Energy's 'British' credentials regarding manufacturing etc, which we have discovered to be false in this wonderful thread. I got a reply today (these things take time of course) from them explaining that they agree and they think the advertising Rich has on its website to be in breach of its codes!

 

 

Thank you for your recent enquiry about. You challenged whether the claim regarding the cans being made in the UK was misleading.  

 

We’ve assessed the ad you highlighted and, from the information we have, we think it likely to have breached the Advertising Codes (“the Codes”) that we administer. We are writing to let you know that we have taken steps to address this. 

 

We have explained your concerns to the advertiser and provided guidance to them on the areas that require attention, together with advice on how to ensure that their advertising complies with the Codes.

 

It will be interesting to see what further comes of this, certainly Rich should need to change their website content in order to reflect the truth rather than their brand ideal.