Sometimes you encounter a piece of advertising drivel so moronic you generally start wondering “do they think I'm an idiot?”
Such is the case with the wellness-oriented food-and-drink brand ARIH, a line of items “inspired by BTS.” None of this is the fault of that seven-member k-pop group, who probably gave a thumbs up to the collaboration as they focused on more important things. Yet the ad copy...geez, even for modern marketing this is empty. “As a collaboration inspired by the members’ journey, navigating the vibrant space between the world stage and the moments of quiet in between, ARIH serves as a bridge.” This is about noodles and energy drinks. The only “journey” here is quenching thirst or hunger.
The ARIH brand has recently made a big push into the Japanese market, a wise move considering just how much the nation loves BTS. The initial items on sale are an instant “modern noodle,” probiotic soda, and a line of postbiotic energy drinks coming in a variety of flavors. To help me on my own “journey” (aka meeting assorted deadlines) I opted for the latter, picking up the “Blush Berry” flavor owing to boasting the same color associated with BTS fandom (purple) and the “Lemon Crest” varietal because I like citrus.
First, credit where it is due — even if the copy around it is eye rolling, these drinks indeed have zero calories, which is better than most other energy beverages. “Blush Berry” has a medicinal taste to it that grows worse as you empty the can, becoming harder to drink as you go. Yet the “Lemon Crest” creation is actually quite refreshing, with a nice lemon flavor that makes the entire drink nice. Forget any "stories" around this — it's just a brand featuring both good and bad items.
