What We Looked At
1,380 product reviews from Stamped.io, including 1,299 detailed reviews with substantive text. 1,107 reviews are for the flagship Energy Shot 6-Pack, and 85 are for the newer Gummy format. All reviews are publicly available. All are 5-star (the platform appears to filter or curate), but the review text reveals detailed buying contexts, use cases, and customer language that the ratings alone do not capture.
What We Found
Proper Wild positions as a clean energy brand competing with 5-Hour Energy, Red Bull, and Celsius. But when customers describe the product in their own words, they are talking about something different. 128 reviews mention ADHD by name. 343 describe the absence of jitters and crashes as the primary benefit, not the presence of energy. 37 describe replacing their morning coffee. 69 come from healthcare workers and teachers who describe the product as shift-survival equipment.
The most telling number: more customers mention ADHD (128) than mention the energy drinks they switched from (113). The single most specific buying context in the data is not "I wanted clean energy." It is "I needed something for my ADHD that is not medication." Parents describe giving Proper Wild to children with ADHD before school. Adults describe it as "liquid motivation" and a tool to "manage my side quests." This use case does not appear anywhere on the Proper Wild website, in its ads, or in its positioning.
Across all four non-core markets, over 300 reviews contain clear signals that the customer is buying from a different shelf than the one Proper Wild occupies. These are not hypothetical markets. They are markets where customers are already purchasing, already describing the product in that market's language, and already recommending it to others in those communities. The opportunity is not to attract new types of customers. It is to speak directly to the ones who are already here.
Analyzed
Identified
(Zero Brand Positioning)
"No Jitters, No Crash"
What the Brand Says vs. What the Product Actually Is
The key insight: customers are not describing an energy drink alternative. They are describing a focus tool, a coffee replacement, a shift-survival product, and an ADHD management aid. The caffeine-plus-L-Theanine combination is clinically studied for attention, calm focus, and reduced anxiety, but the brand leads with "energy" and "fun." The product is the same. The reasons people buy it are not. Each of those reasons points to a different market with different competitors, different language, and different purchase triggers.
Five Markets. One Product.
This is the market Proper Wild already owns. Customers who describe switching from Red Bull, Monster, 5-Hour Energy, or Celsius account for 113 reviews, and the broader "clean energy" conversation covers 850. They describe choosing Proper Wild because the ingredients are real, the energy is smooth, and they do not crash four hours later. The brand's current messaging aligns well with this audience. The opportunity here is not repositioning but rather understanding that this market represents only part of the customer base.
Works Alongside (Not Against)
Buyer Types in This Market
Angles That Work Here
What They Say
"i've been searching for (an actually) healthy alternative to other energy drinks or shots and Proper Wild has really done it. I love the natural ingredients and the kick it gives me. Would 10 out of 10 recommend."
Proper Wild Customer (Stamped)"I truly feel like it is clean energy. I don't get the energy boost then crash like other energy shots. I feel like it's a prolonged sustained energy. I love one in the morning and one mid afternoon."
Proper Wild Customer (Stamped)"I sought out these energy drinks because I needed a safer way to get caffeine and avoid soda after I was diagnosed with kidney disease. These taste good, give me tons of energy and no jitters---and I don't have to worry as much about my kidneys."
Proper Wild Customer (Stamped)This is the most surprising market in the data. 128 reviews mention ADHD or ADD by name. They are not using the word casually. They describe buying Proper Wild specifically to manage attention, to replace or supplement ADHD medication, or to help their children focus in school. An additional 210 reviews describe focus as the primary reason they bought, not energy. The L-Theanine plus caffeine combination is clinically studied for exactly this purpose: calm, sustained attention without the anxiety that caffeine alone can cause. The brand says nothing about focus management. It says "energy."
Works Alongside (Not Against)
Not an energy shot with focus as a side benefit. A precisely dosed caffeine-and-L-Theanine combination that delivers calm concentration without the side effects of stimulant medication. 128 reviews already describe Proper Wild this way. The brand just does not know it yet.
Buyer Types in This Market
Angles That Work Here
What They Say
"I bought this originally for my son because he was struggling with ADHD and focusing and trying to organize and just manage time better and he was just going in circles. So I wanted a healthier alternative so I found this healthy version of caffeine with all the sugar content and the other herbs in it that really are a miracle for his spinning mind"
Proper Wild Customer (Stamped)"I have ADHD and this has helped me manage my side quests and stay focused. I don't drink any caffeine because it causes anxiety for me… These shots do not cause me anxiety and do seem to help me stay on task and have energy. I think they are worth a try. I'm going to order the gummies this time to try!"
Proper Wild Customer (Stamped)"We all have our favorite flavor and take one a day to perform our best at school, work or in the gym. It's the perfect combo for each of us to focus and remain calm. Our ADHD 9 year old swears by these for keeping him organized and focused in class. Best, and most natural stuff on the market with no side effects, just an even keeled day on the regular. Love our shots!"
Proper Wild Customer (Stamped)This market is hiding in plain sight. 37 reviews explicitly describe replacing coffee with Proper Wild, and 142 mention their morning routine. The reasons they switch are consistent: heartburn, acid reflux, stomach cramps, inconsistent energy, and the time it takes to brew. Proper Wild positions against energy drinks, not coffee. But the coffee replacement market (MUD/WTR, Ryze, Four Sigmatic) is growing rapidly and these customers are already here. They just arrived through a different door than the brand expected.
Works Alongside (Not Against)
Not an energy shot for the afternoon. A morning ritual replacement for people whose stomachs cannot handle coffee anymore. Same caffeine, zero acid, zero cleanup. 5 seconds instead of 5 minutes.
Buyer Types in This Market
Angles That Work Here
What They Say
"Switched from drinking coffee daily, now one shot of proper wild I'm good all work day. Less heartburn more energy. Makes me feel like my brain works proper with no fog no burn out."
Proper Wild Customer (Stamped)"I tried these initially because I saw someone on YouTube endorsing them. Over the last 6 weeks they have replaced my morning coffee. As advertised, it's "clean" energy. No jitters and no crash. I accidentally bought the giant jar instead of the pocket size and I'm glad I did. Ordering another right now!"
Proper Wild Customer (Stamped)"I have been taking the proper wild shots for about three weeks now and I love this replacement to my morning coffee. It is amazing."
Proper Wild Customer (Stamped)These customers did not buy an energy shot. They bought shift fuel. The language is different from the core market. They say "get through my shift," "focused teaching," "long hours," and "fast-paced job." Nurses describe needing something that will not crash them at hour 8 of a 12-hour shift when patient safety depends on their alertness. Teachers describe needing calm focus from first period through dismissal, not the frantic energy that coffee gives them. These are not lifestyle buyers. They are professionals buying a work tool.
Works Alongside (Not Against)
Not a fun lifestyle energy shot. A clean, sustained caffeine dose for professionals pulling 8-12 hour days where a crash at the wrong moment is not just uncomfortable but potentially dangerous. Pocket-sized, no prep, 5 seconds to take.
Buyer Types in This Market
Angles That Work Here
What They Say
"I am on my 6th box of Proper Wild and about to subscribe monthly! My days are calmer, my thoughts are not rushed, and I have a clear mind. All while having energy to attend fully to a full day of teaching Kindergarten and taking care of my own 3 children in the evenings."
Proper Wild Customer (Stamped)"I work long hours. I tried this product in hopes of getting a clear focus on all of the paperwork that I have to complete. 100%. Love it. It truly works."
Proper Wild Customer (Stamped)"I was really impressed with these CLEAN energy shots from Proper Wild! I have been a caffeine critic for many years & I work a fast-paced job that requires me to be observant & on top of all things relating to my marina job. So when I found these CLEAN energy shots w/ natural ingredients I had to try. They did not disappoint!"
Proper Wild Customer (Stamped)87 reviews describe using Proper Wild before workouts, races, gym sessions, or athletic events. These customers are not buying an energy shot. They are buying a clean pre-workout. The traditional pre-workout market is dominated by neon-colored powders with 300mg caffeine, beta-alanine tingles, and ingredient lists that read like a chemistry textbook. There is a growing segment of gym-goers who want something simpler. Two ingredients. Known doses. No shaker bottle. Proper Wild fits that need but does not speak to it.
Works Alongside (Not Against)
Two ingredients. 100mg caffeine, 120mg L-Theanine. No beta-alanine tingles, no artificial dyes, no 300mg caffeine bombs. For people who want to perform at the gym without wondering what they just put in their body.
Buyer Types in This Market
Angles That Work Here
What They Say
"The gummies and energy shots taste great and give wonderful energy. I love to drink the shot right before a 5K race and it helps!!!
Proper Wild Customer (Stamped)"The size of these shots make them so easy to take with me to work or if I need a quick boost before the gym! I never finish a full energy drink can in one day, so taking these shots is perfect for me to see caffeine benefits without the crash!"
Proper Wild Customer (Stamped)"I am super sensitive to caffeine, so I was leery to try these, but they are a game changer. I eat a few gummies after lunch, and I have enough energy to power through my workday and workout when I get home!"
Proper Wild Customer (Stamped)Side by Side
| Market | Current Presence | Review Evidence | Market Size | Top Angle |
|---|---|---|---|---|
| Clean Energy | Full brand identity | 850 reviews | Very Large | "No Jitters, No Crash" |
| ADHD and Focus Management | Zero positioning | 128 reviews | Large | "Focus Without a Prescription" |
| Coffee Replacement | Partially served | 37 reviews | Very Large | "All the Caffeine, None of the Heartburn" |
| Shift Workers | Zero positioning | 69 reviews | Large | "12-Hour Shift Fuel" |
| Pre-Workout | Zero positioning | 87 reviews | Medium | "Pre-Workout Without the Chemistry Set" |
The takeaway: The most specific buying context in the reviews is not energy. It is ADHD focus management (128 mentions), a market Proper Wild has zero positioning in. The coffee replacement market (37 explicit mentions, Very Large addressable) and the shift worker market (69 mentions) are both growing and underserved by clean options. Customers are already buying Proper Wild for these reasons. The brand just has not noticed.
Three Ways to Enter New Markets Without Leaving the Old One
Build an ADHD-Focused Landing Page and Ad Set
128 customers already describe Proper Wild as their ADHD focus tool. The L-Theanine plus caffeine combination is clinically studied for attention and calm focus. Create a dedicated landing page that speaks to focus management, not energy, and run Meta ads targeting ADHD interest audiences and parent support communities. The customer language is ready-made: "manages my side quests," "liquid motivation," "miracle for his spinning mind."
Create Separate Funnels for Nurses and Teachers
69 reviews come from healthcare workers and teachers who describe Proper Wild as a work-survival tool. Create two ad sets: one targeting nursing communities with "12-hour shift fuel" messaging, and one targeting teacher communities with "steady through the school day" messaging. Both groups share recommendations within their professional networks, making each convert a potential multiplier.
Position Against Coffee, Not Just Energy Drinks
37 reviews describe Proper Wild as a coffee replacement, often due to stomach issues or the desire for a simpler morning. The coffee replacement market (MUD/WTR, Ryze, Four Sigmatic) is large and growing. A funnel leading with "all the caffeine, none of the heartburn" would reach an audience that does not identify as energy drink buyers and would never click on an energy shot ad.
How to Validate These Discoveries
The ADHD market is the clearest first test. The audience is targetable today on Meta (interest targeting: ADHD, adult ADHD, ADHD parenting). The messaging writes itself from customer language ("manages my side quests," "miracle for his spinning mind," "helps me focus without anxiety"). And the L-Theanine plus caffeine combination has clinical research backing the focus claim, which gives the ads a credibility layer that most supplement brands lack. A dedicated landing page with 3-5 ads using review language could validate this market within 2-4 weeks of spend.
The shift worker market is the second test. Nurses and teachers are highly targetable on Meta and they share product recommendations aggressively within their professional networks. The test here is whether profession-specific messaging ("12-hour shift fuel" for nurses, "steady through the school day" for teachers) converts better than generic energy messaging for these audiences.
The coffee replacement and pre-workout markets are lower priority for testing because they have smaller explicit evidence counts, though the coffee market has the largest addressable audience. Both have enough evidence to support dedicated ad sets once the first two markets are validated.
What we did not include: This analysis is based on publicly available review data. With first-party data (post-purchase survey data, subscription retention segmented by purchase motivation, acquisition channel breakdowns, and repeat purchase rates by use case) we could confirm which markets convert best and at what CAC, and show which market produces the most loyal long-term subscribers.