Name: Tina Hedges, Chief Marketing Officer
Location: New York City
Product: Mercy Hangover Prevention Drink

“The founder and CEO of MERCY, Dave Shor, was inspired to help people like us: responsible revelers whose week may include a night or two out, but who still need to be productive everyday,” says Tina Hedges, MERCY’s chief marketing officer. A caffeine-free, naturally flavored beverage, MERCY is the only hangover-prevention drink that contains B1, a vitamin proven to help offset alcohol’s negative effects. 

What inspired you to create Mercy Hangover Prevention Drink?
The founder and CEO of MERCY, Dave Shor, realized that, “the morning after is really too late for recovery.” While there are products on the market that promise relief the day after alcohol consumption, by the time a hangover sets in it’s really too late. Shor also recognized that there are sociable, well-informed, health-conscious people who want to go out and have fun, but do so responsibly. He created MERCY for responsible revelers who enjoy a very active social life, do not want to compromise their health, and still demand to be in top form and fully functional the next day. In addition to hangover prevention, drinking MERCY alleviates the symptoms of alcohol flush, the uncomfortable and embarrassing reaction to drinking alcohol that affects roughly fifty percent of individuals of Asian descent.

How was MERCY made?
Dave Shor introduced MERCY to customers eight years after having his light bulb moment. In 2003, Shor came across a remarkable study in Inflammation Research that showed how the body was able to break down acetaldehyde when given a combination of certain vitamins and amino acids. The study described an experiment, in which laboratory rats survived an extreme and otherwise lethal dose of acetaldehyde when given a combination of certain vitamins and amino acids. Based on that evidence, Shor began experimenting on his own and working with a research and development team to bring an efficacious detoxifying beverage to market. Based on several consumer tests and backed by years of development, MERCY succeeded in blending the right nutrients to stave off hangovers symptoms.

What was the big aha! you had while creating this product?
The whole Angel of Mercy team realized fairly early on that giving the gift of MERCY to someone is very much appreciated. Feeling on top of your game, waking up refreshed and smiling—what could be better?

Can you describe your creative process?
Being out and about—I’m inspired by seeing real people doing what they really do.

What do you love about what you do?
Transforming imagination into reality. If you dream it, I can make it.

How would you sum up your aesthetic/design philosophy?
I am truly influenced by those with better taste and talent than I.

What are you working on next?
Bringing MERCY to your neighborhood, and maybe even your fridge.

What would you like to do other than your current occupation?
Be the CMO of Hello Kitty.