Why Are Christian Energy Drinks Raising Concerns?
Perhaps it’s just the mama in me, the piece of me that reads all the ingredient labels, but when I see an advertisement for an energy drink, even a Christian-branded one, my first thought is, “In the name of Jesus, put that thing down! It’s gonna give you a heart attack!”
Nonetheless, with my crunchy, motherly woes put aside, The Guardian recently released an article highlighting the new trend of Christian branding on energy drinks. Some energy drink companies depict Jesus’ face on their cans. Others give each flavor a religious twist, like “Gospel Gummy.”
The writer of this piece, who identifies as agnostic and writes with clear skepticism toward Christianity, is often less than respectful toward both the branding strategy and Jesus Himself. However, the writer makes an important observation… and though I don’t appreciate the sarcasm in his tone, I believe his observation deserves careful consideration: it seems Christians are now using Jesus as “an uncopyrighted Mickey Mouse.”
This raises an important question: Is Christian branding okay? Christian branding is not automatically wrong, but it should be evaluated by whether it honors Christ, serves people, and reflects the gospel rather than merely using Jesus to sell a product. Is it morally acceptable? And furthermore, is the gospel truly being shared when we place a dollar sign on a Canva-curated photo of Jesus and don’t give a penny of the proceeds to any sort of charity?
Profit is not automatically wrong, but using Jesus primarily as a sales tool should make Christians pause. When questions like this leave believers sitting on the fence, what are we to do? I have three considerations that I believe each Christian should reflect upon when addressing the issue of Christian branding and discerning if the branding strategies are pure:
How Can Christians Recognize the Roots of a Brand?
Of course, businesses must make a profit—we can’t assume a Christian-branded company is evil or abusing the religion because they desire to make a profit. A profit is necessary to provide an acceptable product and sustain the company’s workers and their families. But it’s important—necessary, rather—to address why a particular energy drink company began. Companies, products, and their brands are all born from one common theme: a dream. When deciding if a Christian branding strategy is honorable, it’s important to recognize why the company or product in question was created.
This doesn’t mean the product must be for religious purposes only; was it created with the righteous intention of elevating what is good, pure, and lovely? As Philippians 4:8 says,
“Finally, brothers and sisters, whatever is true, whatever is noble, whatever is right, whatever is pure, whatever is lovely, whatever is admirable—if anything is excellent or praiseworthy—think about such things.”
Consider a Christian clothing brand designed to offer young women trendy yet modest options. This is a noble, pure thing! Consider if a certain Christian coffee shop were opened to provide people with a place where they feel comfortable hosting Bible studies and inviting nonbelievers for the sake of connection. This is lovely and admirable! When the roots of a company or product are firmly planted in bringing God’s goodness to earth, those brands should be supported and even celebrated.
“Have your roots planted deep in Christ. Grow in Him. Get your strength from Him. Let Him make you strong in the faith as you have been taught. Your life should be full of thanks to Him.” - Colossians 2:7
What Do Jesus' Words Teach about Profit and Generosity?
Whenever I’m confused or feel unsettled regarding a certain question of my faith, I’ve learned to pick up my Bible and read the words in red. Sometimes, the Old Testament can feel weighty and confusing, if I’m honest. But when I read the gospels, specifically the words Jesus found most pertinent to share while on earth, I’m never left without a sense of direction. Maybe I still don’t have a concrete answer (because Jesus certainly had no reason to preach about energy drinks millennia ago), but His God-ordained wisdom never leaves a searching believer without encouragement, sustenance, and a gentle but firm prodding towards the straight and narrow.
When I consider one of the energy drink companies that The Guardian writer called out, noting how high their prices were and how little they donated their proceeds (if at all), my heart brought me to the acts of Jesus while He was on earth. He was always, always giving, and it was always to the ones for whom the world offers the least. Mark 10:17-27 records a conversation that Jesus had with a rich young ruler. The young man approaches Jesus, longs to know how to receive eternal life, and immediately explains that he has obeyed all Ten Commandments, not faltering on any.
But “Looking at him, Jesus showed love to him and said to him, ‘One thing you lack: go and sell all you possess and give to the poor, and you will have treasure in heaven; and come, follow Me.’”
Following Jesus isn’t about what you don’t do, like not killing, not stealing, not lying, etc. Rather, it’s about what you do: giving to the least of these and following Jesus. After all, when your heart is set on serving others and loving Jesus, the “don’ts” will follow as natural byproducts of your love and obedience to the Lord. When a Christian brand isn’t pouring out God’s love in some sacrificial capacity, it’s important to prayerfully consider the company's motives and respectfully, lovingly ask its leadership about the company’s roots.
How Should Christians Examine Their Hearts before Criticizing a Brand?
When Paul says, “Therefore, my beloved, as you have always obeyed, so now, not only as in my presence but much more in my absence, work out your own salvation with fear and trembling” (Philippians 2:12), he’s encouraging the believer to consistently keep their heart in check, to always wrestle with the flesh and discern the motives of the heart. This is why so many Christian companies have a board of directors, godly men and women who create a team of accountability. This ensures godly leadership, the right use of funds, and a reputable, honorable product.
Consider your heart as you discern whether or not a particular Christian brand is truly Christian at its core. If you’re pouncing on an opportunity to be a keyboard warrior or to dismantle a particular person in that company’s leadership, it will be much harder to truly listen to the Spirit. If judgment, vengeance, or bitterness are plaguing your thoughts, they will quickly plague your words and actions, which means that, regardless of the intentions of a particular Christian company or product, you certainly won’t be sharing Christ, at least not in an honorable, just light.
“The good person out of the good treasure of his heart produces good, and the evil person out of his evil treasure produces evil, for out of the abundance of the heart his mouth speaks.” - Luke 6:45
How Can Christians Discern Whether a Brand Honors Christ?
Truthfully, the mere idea of an energy drink with Jesus’ face on it makes me feel a bit uncomfortable, simply because I’ve never seen any true physical, let alone spiritual, benefits from such a product. However, I’ve found that I’m most free from a heart of judgment when I place my questions in God’s hands. When I do the necessary research on a company, look to Christ’s words in the gospels, and check my own heart, I can more easily decipher when Christian branding is worth supporting or sustaining.
Frequently Asked Questions about Christian Branding
- Is Christian branding wrong?
Christian branding is not automatically wrong, but it should be evaluated by whether it honors Christ, serves others, and reflects the gospel rather than merely using faith to sell a product. - Can Christian companies make a profit?
Yes. Making a profit is not sinful, but Christian companies should examine whether their products, leadership, marketing, and use of money reflect integrity, generosity, and love for neighbor. - How can I tell if a Christian brand is trustworthy?
Look at the company’s purpose, leadership accountability, financial transparency, treatment of customers, generosity, and whether its branding points people to Christ or mainly uses Jesus for attention. - Is it disrespectful to put Jesus on a product?
It can be. Christians should ask whether the product treats Jesus with reverence or reduces His image, name, or message to a marketing tool. - How should Christians respond to questionable Christian branding?
Christians should research carefully, pray for discernment, avoid a judgmental spirit, and raise concerns with humility rather than outrage.
For Further Reading
- Do Christian Brands Beat Christian Character?
- Can Christian Merchandise Really Be Misleading?
- What Energy Drinks Reveal About Stress and Relief
- What Is Biblical Discernment and Why Is it Important?
- What Is the Importance of Integrity?
Photo Credit: Instagram @drinkagapeenergy
