Presented by

Polly Dumond Stephanie Kung Giovanna Francia Parisa Mohammadi Shierwin Vigilla

Energy Drinks
Energy drink slogans are as different as the drinks themselves, but they all work to appeal to the ideal consumer crowd. Energy drinks, unlike other beverages, are traditionally marketed to a very small, specific consumer group. For example, some energy drink brands focus on extreme sports enthusiasts, others cater to students and their energy needs, and still others try to attract the video game crowd. Top energy drinks by brand are Red bull in first place, followed by Rockstar and Monster. The target market for energy drinks is mostly male teenagers and young adults.


Energy drinks contain a variety of ingredients, primarily caffeine or guarana and vitamins Industry is driven by health and wellness trends No scientific evidence to prove energy drink claims Energy drinks are primarily consumed by the younger generation, people who are ³on-the-go´

Industry History      Nearly 20 years old Began in Europe & Asia Red Bull: first in US in 1997 Hansen also based in US in 1997 First became popular with athletes in US .extra energy for workouts & competitions .

Industry Sales      Currently thought to be the second highest growth sector of the soft drink industry $3.7 billion dollar industry Sales of energy drinks have increased 50% each year since 2001 (total of 516% increase from 2001-2006) Sales are projected to reach $5 billion in 2007 6th largest category in the beverage market .

2 1. Total food.1 31.3 105.804 $1.970 $13.410 $26.2 0.5 0.700 $30.803.5 3.550 % Change Vs.3 623.8 % Change Vs.258 31.4 2.954.7 9.800 70.249.9 Marke t Share 57.5 $18.7 NA -37.084.5 5.137. Prior Year 67.7 -1.5 Catego ry Tot al $334.3 52. 2005 .7 0. Prior Year -1.5 0.7 0.710 $8.886.5 -1..8 NA 5.352.797 $2.1 4.3 Source: Informati on Res ources Inc.300 $2.Top Energy Drinks & Beverage Market Growth Top Energ y Drinks by Brand Brand Red Bull Rock star Mon ster Energy Sob e Adrenaline Rush AMP Sob e No Fear Full Thro ttle HansenÕ s Energy HansenÕ Lost s Energy Rip It Dollar Sales $ 0.8 206.1 7.8 91.7 -1. drug a nd mass mercha nd ise (excluding W alMart) for the 52 weeks ending June 12. 742.0 2.200 $17.

Red Bull spent $600 million Energy drink companies market themselves around extreme sports and adventure. convenience stores. Red Bull increased it¶s advertising expenditures from $2 million in 1998 to more than $40 million in 2003.fashionable night clubs. Red Bull supports 240 athletes worldwide to help promote their product Monster is known for its high advertising budget . In 2004.Advertising Expenditures     Use distribution as a marketing tool . and gas stations.

Red Bull Rockstar is strongest non-Red Bull brand (distributed by Coca-Cola) Followed by Monster (distributed by Hansen) SoBe (distributed by PepsiCo) Xyience first launched energy drinks in 2006 .Competitors      Industry is dominated by one product .

6 million teens) say they drink energy drinks Number of teenage consumers has increased by 3 million over the past 3 years .Target Audience      Appeals to very specialized market segments Overworked executives/businessmen People ³on the go´ Truck drivers ³Hip´. younger generation   65% of US teenagers (7.

America¶s Most Caffeinated Cities      1. Tampa 3. Chicago 2. Atlanta . Phoenix 5. Miami 4.

Red Bull Energy Drinks     Logo: Two charging bulls Colors: Red. Adam and Eve. Petrus) . white/silver. sometimes spoofs on famous stories (Rapunzel. Frog prince. Aladdin. blue. yellow Slogan: ³Red Bull gives you wiiiings´ Commercials: Generally cartoons.

Red Bull Commercial: Rapunzel    The prince comes galloping on his horse towards Rapunzel¶s tower to save her Rapunzel lets down her hair. but it is too short and the prince cannot reach it Instead. because ³Red Bull gives you wiiiings´ . the prince tosses Rapunzel a can of Red Bull.

she is helpless without the Red Bull. Rapunzel is able to free herself with help of the prince and her long hair.  Because Rapunzel will be freed from the tower. she can run off to have a better life with the prince.Red Bull . . However. because her hair is too short in the commercial. Need for affiliation  This commercial promises that Red Bull can provide the fairy tale ending in which the prince and princess live happily ever after together. Rapunzel will be set free  In the original story. but the commercial implies that now that she has Red Bull.Appeals   Need to escape  The tower was confining Rapunzel.

implies dominance and aggression. strength. Many people are drawn to this idea and believe that the energy drink can satisfy their lack of these attributes in their lives. Red Bull. Red: energy.Red Bull . and power Yellow: energy Blue: confidence White: perfection All four of these vibrant colors combine to form an energetic and powerful image for Red Bull .Symbolism       The product name.

Humor is used to connect to the audience to imply that the product is fun and exciting. and more modern. cooler. .Product Promotion Techniques   Utilizing familiar stories with new twists implies that Red Bull can improve the original image of the consumer to be better.

Underlying Message Red Bull is essential to having a fulfilling life. anyone can conquer things that were never possible before. . With the energy drink. because it can make your life exciting and fun.

Black. White Slogan: ³Party Like A Rockstar´ Ads: Typically with attractive girls in bikinis and projecting a party image . Red.Rockstar Energy Drinks     Logo: Star Colors: Gold.

Rockstar is being chilled in the ice chest. replacing what would normally be alcohol. one calling up people to come over for a party and the other pouring herself a rockstar drink in a champagne glass.Rockstar Advertisement    Ad setting is in a Jacuzzi during the evening Two hot females in bikinis. .

Appeals  Need for sex   Women are in bikinis and projecting the ³Party like a Rockstar image´ in a Jacuzzi. By using the Rockstar in place of the alcohol. The woman in the white bikini is on the phone. . The Rockstar drinks are chilling in a ice chest where you would normally see alcohol. calling up guys and inviting them to come and get the party started. By having the Jacuzzi in the ad it shows a more sexy/intimate way to party. a sexier image like those seen in alcohol advertisements is projected. The other woman in the bikini has already started to ³Rockstar it´.Rockstar .

Appeals Cont. .  Need for affiliation   ³Party like a Rockstar´ gives off an image to consumers that admire celebrities and want to socialize with or be like them.Rockstar . Many celebrities are known to party like rock stars and many consumers feel compelled to imitate the images they see. Using sexy women in the ads attract men. anyone can attract sexy women like the women in the ad. The commercial implies that with Rockstar.

and parties . actors and actresses. sporting events. sexy women and men Hiring sexy models to promote their products at clubs. concerts.Product Promotion Techniques   Marketing ads with hip hop artists. famous athletes.

Message Literal meaning: Rockstar will make you cool. feel. wealthy. and act like a Rockstar.Rockstar . and strong. it will also help you look sexy. and powerful  Drinking Rockstar will make you feel energized. healthy.  Hidden Subtext: Buy our product and you will live.  . and feel good all day. stay in shape. sexy. famous. If you drink Rockstar.

Colors: Each drink has a specific color that represents its flavor.Xyience Energy Drinks     Logo: Large circle in the center with smaller circle on the left of it. Slogan: ³Xtreme science for your active lifestyle´ Commercial: Attractive woman drinking it and dancing with energy. .

Commercial     Attractive woman slouching in chair with obviously no energy to move The woman picks up a can of Xyience energy drink and takes a sip Immediately gains energy and begins dancing Followed by a large explosion in the background .Xyience .

but especially when the model kisses the can at the end of the ad. Also. the company plays up the chance to ³have´ the woman in the ad by providing desktop photos. the lack of clothes) in the ad easily capture the attention of male viewers. . Furthermore. the clothes (or more accurately. Xyience presents an opportunity to escape from an unfulfilling life without the women in the Xyience advertisements. etc.Xyience . The need for escape ± the illusion that if you drink this energy drink.Appeals   The need for sex ± the Xyience add oozes sex appeal and is directly aimed at male population. Sex appeal is clearly seen throughout the ad. you could potentially have this woman. which is the target audience for energy drinks.

 The need to dominate ± Xyience promises the consumer power.Appeals Cont. . the ability to go from having absolutely no energy to having full energy. Xyience is also the office sports drink of Ultimate Fighting Championship (UFC) which also implies dominance over the weak who do not drink Xyience. and to possibility to dominate in any situation.Xyience .

Xyience . Black: power. mystery Red: Energy.Symbolism    The subtext of the commercial insinuates that Xyience energy drinks will make any person more desirable which is portrayed by the woman in the commercial and the effect the drink had on her. Strength .

Methods used to promote product   The music that is used throughout the video clip is a modern genre and most appealing to the younger generation of today¶s world. A tool of persuasion we see being used here is an attractive woman presenting a fake image of what the energy drink may turn a person into. .

Xyience is a blessing to have in your life (expressed when the model kisses the can at the end) . Xyience will make you sexy and bring excitement to your life.Underlying Message    Xyience will give you explosive energy even when you are exhausted.

Colors: Green and White for main logo. Colors of logos on cans are different depending on the product Slogan: ³Unleash the Beast!´ Commercials: Usually ad prints or internet ads .Monster Energy Drinks     Logo: Big ³creepy´ M looks like it¶s been slashed or clawed as if a Monster has created it.

Monster Print Ad  Ad has a race car driver. presuming someone famous and driver of the Monster Energy race care Slogan is on the upper left hand side ³Unleash the Beast!´ in standard Monster green color Race car is center of shot and has flames coming out of it   .

a large majority of the men.Monster .Appeals  Need to Affiliation  Race car fans and clubs ± many people. getting to go fast  Need to aggress   Racing is an aggressive sport The flames in the ad also hint at aggression . want to be affiliated with racing Need to escape   The dream of driving a race car.

 Need for prominence  Being associated and therefore having the same prominence as the Monster race car driver because the consumer is drinking Monster as well  Need for Drink  Monster provides a basic need ± drink and promises to deliver energy as well .Appeals Cont.Monster .

convenience stores Extreme sports/events promotions Race Car sponsorship Athlete and Celebrity endorsement Internet website and advertisements Attracts fan mail on MySpace pages      . gas stations.Product Promotion Techniques   Known for their high advertising budget Mainly distribution channels ± bars/clubs.

Monster .´ Logo is slashed or clawed and the background is green on the primary logo Monster uses various logo colors depending on the product in which they¶re placed The primary logo color of green gives off eerie monster vibe    .Symbolism  The product uses a logo that appears to have been created by a ³monster.

³Unleash the Beast!´ really aims to convenience the consumer that their product will give them a real increase of energy and make them tougher. boosts athletic performance or powers of concentration ± this could be why it appeals to the extreme sports fans. .Underlying Message Product messages are definitely slanted towards males ± their target audience.

they need to continue to expand their target market and increase their distribution. With increasing advertising spend and greater product recognition. Currently the primary target for the majority of energy drink companies is male teenagers and young people. These products are designed for a younger generation concerned more about instant satisfaction and fast results than something more long lasting. If the energy drink companies can obtain some scientific support for their claims this might also help to boost sales.Conclusion The energy drink industry is a smart industry that is continually developing. and some energy drink brands aim their products at a health-conscious crowd. expanding. . energy drink companies are positioning themselves to become a beverage staple in many homes world-wide. the industry caters to a younger market. However. As a whole. energy drinks have the potential to surpass soft drinks as the reigning market leader. With today's health conscious trends. and using innovative marketing techniques. These attractive claims appeal to this group of consumers because they are flashy and funny. not because they impart definite truth or wisdom.

php?s=BI/2004/09&p=9 Energy Fiend : America's Most Caffeinated Cities .php Vemma Verve http://vemma-verve.Resources and Links      A Drink for Today: History of the Energy Craze http://energydrinks.energyfiend.asp?qstID=12178 Sports Energy Drink-Makers Marketing Profs Knowledge Exchange : Energy Drink Markets http://www.

php?custom=Rockstar%20Mansion%20Shoot http://www.Resources and Links Cont.monsterenergy.1143632066244-92676986 the free encyclopedia The Soda With Buzz ·Double-digit growth ± health is the main market driver http://www.         Energy Drink ± .html http://www.rockstar69.

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