Gamer energy brand Sneak has launched a new collection with a theme that will be instantly familiar to anyone who has spent time in Tamriel or Middle-earth.
The Rings of the Elder Bunny collection is a clear and affectionate homage to epic fantasy roleplaying games, blending tropes from The Lord of the Rings and The Elder Scrolls with the company’s own rabbit mascot.
The new range introduces a “light versus dark” theme, represented by two opposing flavours. On the dark side is Elderblight Elixir, a rich elderberry flavour described as a “deep, bold burst of flavour that’ll put you squarely in your villain era.” In the light is Mistblossom Essence, a crisp elderflower and summer orchard fruit mix that Sneak says is “like a whisper of ancient magic”.
A complete collector’s bundle is available, featuring both 40-serving energy tubs. It also includes a tub of Elderblight Elixir Hydrate, a caffeine-free version for hydration, a special shaker, and a mousemat.
The peripherals lean heavily into the fantasy RPG aesthetic. The Rings of the Elder Bunny Shaker is described as being “forged for legends” and worthy of a “ring bearer’s shelf”. While the user’s brief described it as CRPG-style, Sneak’s own copy positions it as a collector’s piece for fantasy fans. The collection is completed with a mouse mat designed as a “mythical mousepad map,” transforming Sneak’s hometown into a Tolkien-style fantasy world.
This launch continues Sneak’s pattern of using geek culture themes and sometimes edgy marketing to stand out in the competitive energy drink market, as previously seen with their occult-themed Halloween promotions and the launch of caffeine gummies.
The full Rings of the Elder Bunny Collection is priced at £100. The individual energy tubs can be bought separately for £39.95, and the themed shaker is available for £12.
