I saw this energy drink this morning at a gas station. Notice that it’s sugar-free. According to the website, a portion of proceeds goes to fight breast cancer, though it’s unclear if they mean a portion of the profits of the drink, or just things bought at the online store. Another example of the idea of doing good through consumption, not by just donating money directly to an organization addressing an issue you care about (for other examples see here, here and here). Also, the website says Go Girl is not a rehydration drink (such as Gatorade), but a “functional beverage,” whatever that is.