Taylor Lorenz’s Power User The True Story Behind Four Loko
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Aug 20, 2025 Jaisen Freeman, CEO and co-founder of Four Loko, shares the wild journey of one of America's most iconic beverages. He reveals how the drink's unique blend of alcohol and caffeine skyrocketed to fame through early internet culture marketing. Jaisen discusses the brand's encounters with government crackdowns and public backlash, and how they turned controversy into a thriving business. He also explores Four Loko's evolution to stay relevant with Gen Z, maintaining its authenticity while innovating for the future.
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Humble College Origins
- Jaisen Freeman and two friends started Four Loko at Ohio State around 2006–2007 as a pre-mixed Red Bull-and-vodka idea.
- They named it for its four original ingredients and designed a bright camo can to stand out.
Virality Fueled By Peer Authenticity
- Freeman credits timing and direct peer-to-peer marketing on early Facebook and YouTube for rapid virality.
- Marketing to themselves let them appear authentic to youthful consumers and scale quickly.
Let Creators Shape Your Brand
- Let creators lead and keep brand standards flexible to match authentic usage.
- Support creators and adapt their voice rather than prescribing how they should present the brand.