Verve energy drink turning college students into sales force

Kylie Lacey's picture

School is back in session and dorm room refrigerators are once again stocked with energy drink favorites like Red Bull and Monster.

But in recent years, a third brand, Verve, is trying to elbow its way into student life.

The brainchild of Benson K. Boreyko, the founder and CEO of Vemma, a nine-year old multilevel marketing company, Verve is two years into a marketing plan that focuses on young people selling the caffeine-rich drinks.

While Vemma is far from the first company in the $30 billion direct-selling industry to enlist college students to hawk their product, its marketing strategy of trashing college as a pathway to success may be.

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