Can doingwell’s new energy and focus drink win on TikTok Shop in the US? Here is what we found, and a 12-month plan to launch it.
POG is doingwell’s new energy and focus drink mix. It is in pre-sale now. One box is 10 sticks for $22. Each stick has 100mg of caffeine from organic green tea and yerba mate. It also has 200mg of L-theanine and 100mg of choline. The result is calm, steady energy with zero sugar.
POG itself is new. It has 20 five-star reviews on doingwell’s site, one sale on TikTok Shop and no Amazon listing yet. But the brand is not new. doingwell’s electrolyte mixes hold 4.6 to 4.7 stars on Amazon, and Mango is an Amazon’s Choice pick. Its TikTok shop has about 480 boxes sold at 4.8 stars. That is the proof POG can borrow.
| Topic | Detail |
|---|---|
| Product | POG Nootropic Energy + Focus Drink Mix. Passion fruit, orange and guava flavor |
| Pack and price | 10 sticks for $22. One pack size for now |
| What is in a stick | 100mg organic caffeine · 200mg L-theanine · 100mg choline |
| Label claims | Zero sugar. No stevia. Organic, vegan, gluten-free. Informed Sport certified |
| Best buyer | People who want energy without the jitters or the crash. Coffee and energy drink switchers |
| Fit for TikTok | Videos: High Creators: High Live selling: Medium-High |
A word on price. POG costs $2.20 per stick. Bloom’s energy sticks cost about $1. G FUEL costs less than $1 per serving. Brainista’s Yerba Hydration costs $3.25. So POG sits in the upper middle. It cannot be the cheap option.
Our call: a yes, with conditions. Go ahead. But win on the calm-energy story and the clean label, not on price.
The stick pack works on camera: tear, pour, mix, drink. The top sellers in this space use the same format. POG also has a payoff people can feel the same day: energy with no jitters and no crash. That gives creators a simple story to tell. “I swapped my afternoon coffee for this.”
| Product | TikTok price | Rating | Boxes sold | Sales | Creators |
|---|---|---|---|---|---|
| POG Focus Drink, 10 sticks | $22.00 | n/a | 1 | $22 | 0 |
| Mango electrolytes, 15 sticks | $25.00 | 4.8★ | 230 | $6.1K | 5 |
| Raspberry electrolytes, 30 sticks | $60.00 | 4.9★ | 104 | $5.6K | 9 |
| Coconut Lime electrolytes, 30 sticks | $50.00 | 4.8★ | 72 | $3.9K | 9 |
| Electrolyte sampler, 10 sticks | $22.00 | 4.7★ | 76 | $1.7K | 2 |
Source: FastMoss, shop “wearedoingwell”, TikTok Shop US, all-time totals as of September 18, 2026. The shop is live and well rated. POG is listed but has no reviews, no creators and no commission rate set. That is where the work starts.
We ran 16 searches on TikTok Shop US and looked at about 140 listings. We ranked them by units sold in the last 7 days. Then we cut what serves a different buyer: pre-workouts, NAD+ powders, brain capsules and gummies. What is left splits into two groups.
| Product | Brand | Price | 7-day units | 7-day sales | Total sales | Creators |
|---|---|---|---|---|---|---|
| 10-in-1 Mushroom Coffee (coffee swap) | Micro Ingredients | $22.80–37.00 | 1.0K | $24.9K | $5.4M | 4.9K |
| Energy Sticks, 10ct (natural caffeine, B vitamins) | Bloom Nutrition | $9.00–10.00 | 840 | $7.8K | $1.1M | 5.4K |
| Yerba Magic (yerba mate energy powder) | Brainista | $27.00–36.00 | 618 | $17.1K | $23.9M | 11.6K |
| Mushroom Blend Instant Coffee | RYZE Superfoods | $61.75 | 537 | $39.8K | $127.3K | 1.1K |
| Energy Formula 2.0, 40 servings | G FUEL | $27.00–29.30 | 494 | $18.0K | $251.1K | 823 |
| 2-in-1 Energy + Focus (organic caffeine, L-theanine) | Taste Salud | $30.89 | 481 | $15.6K | $697.9K | 2.5K |
| Superfocus sticks (lion’s mane, alpha-GPC) | Nello | $39.95 | 379 | $14.6K | $3.6M | 8.2K |
| Focus, 15 packets (Cognizin plus electrolytes) | FINNSUL | $28.50–30.00 | 371 | $8.9K | $38.1K | 879 |
| Drink Mix Sticks (energy from green tea) | Singles To Go | $20.12 | 307 | $7.8K | $617.0K | 3.1K |
| Mushroom Coffee Powder | RYZE Superfoods | $52.09–115.77 | 288 | $13.2K | $2.9M | 27.3K |
| Product | Brand | Price | 7-day units | 7-day sales | Total sales | Creators |
|---|---|---|---|---|---|---|
| Sparkling Energy Drink, 2 packs | Bloom Nutrition | $41.80 | 3.3K | $187.9K | $916.7K | 1.5K |
| Energy & Focus Gum, Peppermint (caffeine, L-theanine) | Neuro Gum | $25.65–30.55 | 2.5K | $59.5K | $22.5M | 28.6K |
| Energy Drink (sugar free, natural caffeine) | Bum Energy | $21.50–22.80 | 2.4K | $64.8K | $1.8M | 2.2K |
| Focus Pouches | Ultra Pouches | $43.00–111.00 | 1.6K | $67.6K | $1.8M | 2.3K |
| Energy Drinks, 16oz cans | GHOST | $29.14–32.38 | 1.5K | $52.1K | $1.0M | 2.6K |
| MAC Energy by Ryan Garcia | MAC Energy | $22.56 | 1.1K | $33.7K | $206.7K | 898 |
| Energy & Focus Gum, Variety Pack | Neuro Gum | $22.32 | 956 | $25.2K | $746.0K | 4.1K |
| Energy Drink, 12 cans (zero sugar) | Update | $26.09 | 870 | $26.5K | $137.3K | 791 |
| Energy Drink, 12 cans | Bucked Up | $45.94–51.99 | 761 | $34.4K | $962.2K | 1.4K |
| Smart Energy Sparkling (natural caffeine) | C4 Energy | $19.90 | 739 | $14.8K | $29.3K | 258 |
Source: FastMoss, TikTok Shop US, units sold in the last 7 days, as of September 18, 2026. Total sales are all-time for that one listing.
The recipe is proven. Neuro sells caffeine plus L-theanine, the same core pair as POG. Its top listing alone has $22.5M in sales and 28.6K creators. Yerba Magic has $23.9M. People on TikTok want energy that feels calm. Few rivals pair that with organic ingredients and Informed Sport testing.
The exact match is wide open. Brands that sell as a “nootropic energy drink mix” are tiny. Talon has $5.3K in total sales. Graymatter has $10.3K. The winners use plain words and a simple hook: gum, mushroom coffee, agua fresca. POG needs a hook that simple. We would lead with “calm energy, no crash.”
Bloom is the price problem. Both boxes are 10 sticks. Bloom is about $1 per stick. POG is $2.20. Bloom also has 5.4K creators. POG wins on what is inside: more L-theanine, organic caffeine, no stevia, Informed Sport. It should not try to win on price.
How pricing works. POG sells for $22 on doingwell’s own site. TikTok Shop matches that. We set the list price at $27.50, then run a 20% discount that is always on. That brings the price to $22.00. On Peak Days (TikTok’s big sale days), the discount goes to 30% off the same list price. doingwell confirmed the product cost: $5.50 per box.
| Line item | Normal days | Peak Days |
|---|---|---|
| List price | $27.50 | $27.50 |
| Price the shopper pays | $22.00 (20% off) | $19.25 (30% off) |
| TikTok Shop fees (~9%) | −$1.98 | −$1.73 |
| Creator commission (~15% on average) | −$3.30 | −$2.89 |
| Refunds (~2%) | −$0.44 | −$0.39 |
| Shipping and handling (US, est.) | −$4.00 | −$4.00 |
| Product cost | −$5.50 | −$5.50 |
| Profit per box | $6.78 (30.8%) | $4.74 (24.6%) |
Profit is healthy at both prices. Even on Peak Days, doingwell keeps $4.74 per box (24.6%). That is enough to pay creators and send samples.
Two honest notes. First, most rivals pay creators 20%, not 15%. At 20%, profit drops to $5.68 per box (25.8%). That still works. Second, shipping is the biggest cost after the product. It takes about 18% of a $22 sale. A bigger box or a 2-pack would fix that. It is worth a test once the 10-stick box is selling.
Rebuild the POG product page around the calm-energy story and the brand’s reviews. Check TikTok’s rules for energy and focus claims. Set the price and the creator commission. Start sending samples. Start reaching out to creators.
Spend the paid creator budget. Send more samples through TikTok’s request center. Collect creator videos. The 20% discount is live.
Post on a full schedule. Add a coupon for past shoppers and Buy More Save More. Test the first LIVE shows.
Turn on GMV Max (TikTok’s ad tool) once POG has TikTok reviews and videos that work.
Move budget to the best creators and videos. Test a bigger box or a 2-pack. Look at the electrolyte flavors as a second launch.
Products from $20 to $50 do best with a mix of creators and ads. POG is $22, so it sits at the low end of that range. But POG has no TikTok reviews yet and no creators. So we lead with creators and free content through Month 3. Ads stay off until then. In Month 4 we turn on GMV Max at a careful $50 or so per day.
Two honest notes. First, $1,500 a month in ads is small next to Bloom or GHOST. Second, GMV Max counts paid and unpaid orders together. Read its numbers as a rough guide, not a true return on ad spend.
What about the electrolytes? They stay live in the shop. They are not part of this launch. All of the budget goes to POG. We look at the electrolyte flavors again after Month 6, once POG is moving.
| Budget line | When | Per month | Year-one total |
|---|---|---|---|
| Samples (1,000 boxes of POG) | Sent out Months 1–12 | n/a | ≈$9,500 (product plus shipping) |
| Paid creator deals | Months 1–3 only | $1,500* | $4,500 |
| Ads (GMV Max) | Off Months 1–3, on Months 4–12 | $1,500 | $13,500 of $18,000 set aside |
| Our own content | Months 1–12 | $1,000 | $12,000 |
| Total for year one | ≈$39,500 |
*The brief did not set a dollar figure for paid creator deals in the first three months. We assumed $1,500 per month ($4,500 total) to match the ad and content budgets. Please confirm this before we start. Samples cost $9.50 each: $5.50 for the box plus about $4 to ship. All of this budget goes to POG.
Here is what happens each month. The left column covers creators and content. The right column covers ads, deals and repeat buyers. Month 1 starts when pre-sale stock is ready to ship.
| Month | Creators and content | Ads, deals and repeat buyers |
|---|---|---|
| 1 | Start creator outreach. Launch the brand account at 1–2 videos per day. Turn site reviews and the Informed Sport badge into early videos | No ads. Lock in the price, the commission and the deal plan |
| 2 | Send samples through TikTok’s request center. Start the first wave of paid creator deals | The 20% discount goes live as the first videos land |
| 3 | Paid creator budget fully spent. Collect creator videos and spot the best creators | Add a regular 5% coupon. Reviews start to build |
| 4 | Test hooks on the brand account: coffee swap, study, gym, long shifts | Add a 10% coupon for engaged shoppers. Turn on GMV Max at about $50 per day |
| 5 | Bring back the best creators for repeat deals | Review early GMV Max results. Keep spend careful |
| 6 | Start a creator group (WhatsApp or Discord) with 30–50+ active creators | Grow GMV Max within budget. Launch Buy More Save More |
| 7 | Give top creators the hooks that won in testing | Check if doingwell qualifies for TikTok’s event campaigns |
| 8 | Keep creators posting almost every day | Hold deals steady. Run messages that bring buyers back |
| 9 | Review the electrolyte flavors as a second launch. Test a bigger POG box or a 2-pack | Message past buyers to bring them back |
| 10 | Push event content with creators and the brand account | Join TikTok’s event campaigns. Deeper discounts on event days |
| 11 | Make gifting and holiday content with creators | Run pre-holiday event campaigns |
| 12 | Holiday surge of creator videos. New Year “clean energy” angle | Holiday and New Year deals. Feature bundles |
| Factor | Rating | Why |
|---|---|---|
| Market demand | High | Neuro has $22.5M on one listing. Yerba Magic has $23.9M. Energy and focus sells in every format |
| Category fit | High | Easy to show: tear, pour, mix, drink |
| Competition | High | Big names are active: Bloom, GHOST, C4, G FUEL, Neuro |
| Pricing | Moderate | $2.20 per stick. Bloom is about $1 |
| What sets it apart | Moderate-Strong | Organic, Informed Sport, no stevia, 200mg of L-theanine. Few rivals have all four |
| Proof | Early | New product in pre-sale. No TikTok reviews. Not on Amazon yet. The brand’s proof has to carry it at first |
| Creator and content potential | High | Easy to show. A payoff people feel the same day |
| Fit for ads (GMV Max) | Medium-High | $22 sits in the $20–50 range where creators plus ads work best |
| Profit | Strong | $6.78 per box on normal days (30.8%). $4.74 on Peak Days (24.6%) |
| Room to grow | High | New flavors, bigger boxes, and the electrolyte line as a second launch |
POG cannot beat Bloom or G FUEL on price. It can beat them on what is inside. Price is settled: $22, with a 20% discount that is always on. Go to 30% on Peak Days only.
Base case. About 6,200 boxes in 12 months, or about 120 a week on average. Sales start near 40 boxes in Month 1 and reach about 1,000 a month by Month 12. That ends the year at about 230 a week, half of what Taste Salud sells today.
Stretch goal. About 11,400 boxes, or about 220 a week on average. That means reaching Taste Salud (481 a week) or Nello (379 a week) by the second half of the year. It depends on building a large creator base.
One honest note. At the base case, profit per box adds up to about $42,000. That roughly covers the $39,500 marketing spend. So year one builds the reviews, the creators and the repeat buyers. The stretch goal is where year one pays off on its own.