Mas + Isn’t Another HBO Max Rebrand; It’s a New Sports Drink from Lionel Messi

Published

Filed under

The sports beverage space just got a little more crowded, and you can thank soccer megastar Lionel Messi. 

Mas + by Messi is a new sports drinky-drink that promises to be the “next-generation hydration beverage” in four flavors—Miami Punch, Orange d’Or, Berry Copa Cruch, and Limon Lime League. Each flavor ties into Messi’s own lengthy list of achievements and milestones in his career. With no artificial sweeteners, colors, or caffeine, Mas + by Messi comes loaded with electrolytes and vitamins, i.e., all the stuff you’d expect on the sidelines of a soccer match (minus a soccer mom’s orange slices and Kudos bars).

The bottles and cans, designed by Denomination, feature a flavor-dependant monochromatic color scheme with the Mas + name running down the container. Copy calls out a trio of “re” words—replenish, refresh, revive—and assures fellow Ronaldo haters “positive hydration.” Some folks are already complaining about the packaging and saying that it’s a Prime dupe, to which I would only add “gee whiz, bright colors, and a name running down the bottle? I’ve never heard of such sorcery.”