Energy drinks “Christian” conquer the influencer market, using the image of Jesus for marketing. Brands combine religious elements with pop culture and celebrity imagery, using them in promotional campaigns.
In an editorial for The Guardian, Lydia Bugg describes the emergence of a new trend in the drinks industry, where more energy brands and similar products are associated with celebrities, influencers and, more recently, religious symbols. She notes that “every celebrity and influencer seems to be chasing the same prize. We’re deep into the age of the celebrity drink.”
Several brands have appeared on the market that use Christian references or the image of Jesus for promotion. Among them is Yahweh, who justifies his mission in an Instagram clip by saying: “God put it on our hearts to preach the gospel specifically through an energy drink.”
The editorial notes, however, that this direction is accompanied by discussions regarding the motivation behind the project, including allegations related to its commercial purpose.
As for the product itself, the author relates her own experience with the Yahweh drink, describing its taste and effect without considering it convincing from the point of view of “mission” assumed by the brand. She writes: “If evangelism is the goal, Blessed Berry, with its heavy, medicinal notes, may not be the strongest missionary.”
Also worth mentioning is the Agape brand, which includes several flavors and a distinct presentation strategy. One of the reactions cited in the material describes the Blessed Berry flavor as follows: “It’s really good. I’m not a big fan of berry flavor so probably not the best to start with, but it’s kind of like Welch’s Grape, but less heavy”.
Lydia Bugg also notes that not all experiences with Agape products are consistent, noting that one user featured in the footage later appears to be consuming a different brand of energy drink.
Another brand analyzed is 4gvn (n. ed. – from Forgivenin translation forgiven), described by a different branding concept, without visual representations of Jesus on the packaging.
Finally, the article presents other examples from the same market area, such as Praise Energy, whose mascot is an animated lion, and Heir Lion, a brand with a similar visual identity but different in execution.
“Are these brands helping to increase the visibility of Christianity, or are they just turning Jesus into an uncopyrighted Mickey Mouse? After all, he already has near-universal brand recognition anyway. So maybe the real question isn’t whether these drinks are good for Christianity, but whether Christianity is good for energy drink sales.”concludes Lydia Bugg.
