Piranha is an example of how a mass market retailer can influence a company's brand strategy. Following a request to develop an energy drink to compete with Red Bull, EAS went from a napkin sketch to on-shelf in only 16 weeks. While the product line has been a consistant seller, it has always been a stretch to justify it's existance as an EAS brand. Never the less, it has at the very least, placed EAS in the minds of young consumers.