The 1863 Drink that Started Energy Drinks (and Influencer Marketing)

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Part of this video is sponsored by Magic spoon imagine a drink so powerful it not only captivated an entire era but also had presidents and queens under its spell and it’s all thanks to its secret ingredient cocaine this isn’t Fiction it’s the story of the 19th Century’s most infamous beverage a French

Pharmacist’s wild invention combining red wine and cocoa leaves only to come up with the original energy drink that took the World by storm today it might seem like a bizarre chapter of history but impact echoes in the aisles of every supermarket and the pages of marketing playbooks this is the story of Van

Mariani the cocaine infused tonic that sparked a cultural revolution inspired the creation of Coca-Cola and changed the face of marketing Forever by launching the very first influencer marketing campaign around 150 years ago it’s the 19th century the age of steam engines and industrialization with the Advent of the globalized world all kinds

Of discoveries from colonized lands UND distant continents become more well-known and increasingly accessible in Europe almost like a little gold rush for new stuff one of those newcomers to the European scene the legendary Koka plant from South America a Botanical curiosity with almost magical properties so this famous Italian scientist makes

The long journey to research Koka and he goes nuts over what he finds he Likens kca’s kick to the buzz you get from a really strong coffee only much much better he Dives deep into the plant’s medicinal effects and let’s just say his study attracts some serious attention it

Doesn’t even take a year until Koka is the new darling of the medical community celebrated as the ultimate cure all in the 1860s one day this research paper lands in the hands of Angelo Mariani a Corsican pharmacist from a rich family who’s trying his luck in Paris looking

For a good business opportunity Angelo has a light bulb moment why not whip up a tonic wine with this stuff and if you’re wondering what on Earth atonic wiess think of it as the ancient answer to Red Bull we’re talking about an idea that dates back to at least the Greeks

And Romans who would Infuse wine with medicinal herbs and spices those mixes were celebrated not just for their taste but more so for their supposed health benefits Angelo’s idea is simple he wants to create a tonic wine unlike any other by combining it with the energizing punch of cocoa leaves look I

Know how ridiculous this idea sounds today but let’s cut our guys some slack he did not have the full scoop on cocaine as we do in 2024 Angelo just wanted to have some fun and fun he would have you see what he also didn’t know is that mixing cocaine and alcohol

Metabolizes into a new psychoactive ingredient through your liver which makes for an even more euphoric and potent Buzz so yeah he tries his new mix and let’s just say he quickly realizes he’s on to something here Angelo gets to work and starts a production spiking Bordeaux wine with coca leaves a splash

Of Brandy for that extra kick and fortification as well as a Sprinkle of sugar for Taste if voila the world’s first true energy drink is born little did he know that this drink would spark not one but two revolutions which will dive into right after a quick message

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Angelo Mariani just started producing coca wine on mass remember Koka was the medical community’s latest Obsession and Mariani’s mix immediately hits the spot with this Crow I mean imagine the scene the world is on the brink of steampowered industrial frenzy and here comes Mariani with the Ultimate Energy

Booster for a while the Acclaim is so unanimous it’s almost as as if the entire medical profession has given van Mariani a stamp of approval and a standing ovation Mariani’s bank account is ballooning and let’s be honest the guy who just invented the world’s first cocaine wine isn’t going to quietly Fade

Into Obscurity our Buddy Angelo cranks it up a notch and starts throwing parties that paris’s Elite wouldn’t dare Miss we’re talking lavish bashes thrown by the master of Mixology himself where Van Mariani flows like water some of the most famous individuals from the entire Western world would travel across

Countries just to attend his epic parties and it turns out Angelo is not just a wizard of wine he is incredibly good at making friends and building relationships so as his fiestas become legendary they catapult van marani as well as his founder to Celebrity Status and for a good two decades Angelo is

Riding High raking in the cash and basking in the glow of success but as they say all good things must come to an end the battle to save V marani is on and Angelo is not going down without a fight so V marani becomes the 19th century equivalent of a viral sensation

Turning heads and filling glasses but Fame will always draw followers and soon the market was brimming with wannab bees and copycats despite the flood of competitors V marani was still rigning supreme but our Buddy Angelo was really starting to feel the heat you see this drama unfolds amid the dawn of Modern

Advertising a time when Billboards and newspaper ads start painting the town Angelo’s old school handshake and smile marketing strategy was good but the new kids are playing a different game and their flashy tactics are starting to turn heads sensing a shift Angelo decides it’s time to unleash the full

Force of his marketing prowess turns out this pharmacist has a knack for advertising that would make even Don Draper do a double take initially playing around with with more common marketing strategies Angelo eventually realizes he’s been sitting on a gold mine all along personal connections and the admiration of some of the era’s

Biggest icons something only he and V marani had if the creme loves my wine won’t the world want a sip Mariani wondered and in a massive Outreach campaign Angelo has boxes of his finest van Mariani sent out to some of his most famous friends carefully fishing for a

Written line or two of Praise about his product is it cool if I Splash your endorsement across an ad he may have casually mentioned to his friends a move that in today’s world would be met with negotiations and contracts but back then celebrities of course knew the weight

Their words carried but the concept of systematically leveraging their endorsements in a calculated marketing campaign that was revolutionary why not do him a favor right he generously hosts all these amazing Parisian parties it’s all about camarad and friendship and maybe some free cocaine wine but and the success of Angelo’s

Strategy was staggering as his marketing manager back then said in an interview we have over 4,000 portraits with autographed letters of celebrities to draw from with the royal families of England and Russia at the head of the list from the greatest living artists and sculptors of the world we have

Received unsolicited as personal endorsement more than 160 original sketches it is is hardly possible I think to conceive of more interesting matter to run a marketing campaign in other words they just struck marketing gold an advertisers dream now you might wonder who were those people publicly endorsing cocaine wine think Thomas

Edison jul Van Queen Victoria US President ulyses Grant and not one but actually two popes I’m telling you Mariani was a very well-connected man the stigma we associate with cocaine these days was was non-existent these endorsements were worn as Badges of Honor this collection of testimonials wasn’t just for show Angelo went Allin

Plastering newspapers and magazines across the world with these golden letters and check this out these are actually original prints from the 19th century from that very campaign turns out if you look hard enough you can still buy a little piece of marketing history online Mariani also commissioned

Famous artists to come up with flashy advertisements like this one which in today’s world we would just just call a brand collaborating with a Creator except we’re still in the late 1800s here which blows my mind but the actual cherry on top is that Angelo marketing Brilliance transformed these celebrity

Endorsement campaigns into actual cultural phenomena fans began collecting van Mariani testimonials prompting Angelo to publish lavish expensive collector’s albums and sell the stunning artwork he received as posters let me once more quote his marketing manager I don’t think think that it’s possible to reach very much higher in the art of

Advertising than to be able to sell your own advertisements Angelo Mariani didn’t just create a product he crafted a cultural icon blurring the liance between art and advertising in a way that was DEC at least a century ahead of his time and just as I thought wow this

Is already a pretty good story guys the tale of V marani is about to take an even more astonishing twist this is n’t just the story of the world’s buzziest beverage it’s actually the opening scene to an entire industry Revolution Let’s rewind to those van Mariani copycats we

Mentioned earlier among them was a little known chemist from Georgia USA named John pton he wanted to be a little more creative than simply producing a knockoff so he decided to throw some Cola nut extract into the mix which would add a whole bunch of caffeine and

For the record yes we are now talking about caffeinated cocaine wine those were the good days while van Mariani enjoyed its Global Spotlight pton carved out his own niche in the market with this potent Brew both were having a good ride but as we all know every party must

Come to an end enter the temperance movement in the United States a growing force in society worried over the nation’s Health morality and social order this movement was on a downright crusade to outlaw alcohol eventually succeeding and leading to Prohibition a nationwide ban on booze in the United

States lasting over a decade so as the 20th century dawned it was clear alcohol’s days were numbered in the United States and to make matters worse the health hazards of cocaine began to come to light not exactly great news for our friends Angelo Mariani and John pton Mariani battled against these legal and

Societal changes up until his death in 1914 which actually happens to be the year cocaine was banned in the United States it didn’t even matter that that much to be honest cocaine had already gone out of fashion by then and with that V marani quietly disappeared from

The shelves but our other friend Mr pton well he hadn’t made his fortune yet so he was looking for a new futureproof recipe decades before prohibition is even enforced he ditches the alcohol and then eventually the cocaine but not before branding his creation Coca Cola in a stroke of marketing genius pton

Positions Coca-Cola as the temperance drink aligning perfectly with the times I guess you have a pretty good idea of what happens next Coca-Cola didn’t just survive it thrived becoming the most iconic soft drink in the world and Paving the way for the energy drinks that line shelves today so next time

You’re grabbing a monster a Red Bull or you’re scrolling through Instagram where all these influencers are recommending such drinks remember it all began with a crazy Visionary who back in the 19th century thought cocaine wine and celebrity endorsements were the f future if you enjoy videos like this you should

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