Jack Owoc, the controversial founder of Bang Energy, is attempting a comeback with his latest venture—AI Energy. After Bang Energy’s legal troubles, particularly surrounding its “super creatine” claims, Owoc is now marketing AI Energy as a cutting-edge cognitive enhancement drink.
In a promotional video titled “AI Energy: A New Era for Energy,” Owoc made bold statements about his impact on the beverage industry, claiming he “set the beverage industry ablaze creating the multi-billion dollar performance energy drink category.” However, the link between AI Energy and actual artificial intelligence remains unclear beyond its branding.
Currently, AI Energy is set to be sold exclusively online, bypassing traditional retail distribution channels. The marketing campaign has relied heavily on AI-generated content, including promotional images, raising concerns about oversight and quality control. While Owoc claims the drink influences neurotransmitters like dopamine, epinephrine, norepinephrine, and acetylcholine, these statements have not been evaluated by the FDA.
The Fall of Bang Energy
Before launching AI Energy, Owoc’s previous company, Bang Energy, experienced a dramatic rise and fall. Founded under Vital Pharmaceuticals (VPX) in 1993, Owoc transitioned from being a teacher to a supplement industry disruptor. VPX introduced several products before Bang, including Redline, which was notorious for its dangerously high caffeine and yohimbine content.
Bang Energy, launched in 2012, became a major player thanks to its aggressive social media marketing, influencer collaborations, and claims about “super creatine.” However, the brand faced mounting legal issues. Monster Energy sued Bang for false advertising, and Orange Bang won a $175 million trademark case. Monster later secured a $293 million judgment against Bang, while additional lawsuits from Sony Music and Prince’s estate added to the company’s financial woes.
Bang’s distribution deal with PepsiCo in 2020 quickly soured, leading to lawsuits and a final breakup by mid-2022. In October 2022, Vital Pharmaceuticals filed for Chapter 11 bankruptcy, marking the beginning of Bang’s collapse. The downfall was largely attributed to misleading claims about “super creatine,” which was found to be non-bioavailable.
Viral Moment: Owoc on Say Yes to the Dress
Adding to Owoc’s notoriety, his appearance on TLC’s “Say Yes to the Dress” resurfaced online, fueling discussions about his personal life. The episode featured Owoc and his then-fiancée, Meg Liz Miller, and quickly became infamous for Owoc’s controlling behavior.
Throughout the episode, Owoc attempted to dictate Miller’s dress choices, even admitting that he typically selects her daily outfits. His remark, “Is this Say Yes to the Dress or Say Yes to the Breast?” when presented with a more revealing gown, was particularly controversial. Eventually, Miller had Owoc removed from the store to freely choose her preferred mermaid-style gown.
The episode’s contrast between Owoc’s conservative stance on his fiancée’s bridal wear and Bang Energy’s marketing—known for featuring models in revealing attire—did not go unnoticed by viewers. The public reaction highlighted both the significant age gap between the couple and Owoc’s controlling nature.
Can AI Energy Avoid Bang’s Fate?
With AI Energy, Owoc is once again making grand promises, but the beverage industry remains skeptical. Given Bang’s history of misleading claims and legal troubles, AI Energy’s assertions about boosting intelligence and cognitive function will likely face scrutiny.
While the drink’s formula and effects remain largely unknown, Owoc’s signature marketing style—reliant on bold claims and influencer promotions—continues to define his business strategy. Whether AI Energy becomes a legitimate success or another legal battleground remains to be seen.
