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´

extra energy for workouts & competitions .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 .

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 .

249.5 0. Prior Year -1.200 $17.7 NA -37.3 105.3 Source: Informati on Res ources Inc.797 $2. 2005 .7 0.252.5 5. drug a nd mass mercha nd ise (excluding W alMart) for the 52 weeks ending June 12.1 7.970 $13.7 -1.804 $1. Prior Year 67.0 2.352.7 9.800 70.7 -1.5 0.8 % Change Vs.9 Marke t Share 57.1 4.954.550 % Change Vs.7 0.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 $192.410 $26.258 31.710 $8.803.700 $30.8 NA 5.300 $2.8 206.5 -1.7 0.1 31.137..8 91.2 1. 742.5 3. Total food.3 52.2 0.084.3 623.184.5 $18.4 2.5 Catego ry Tot al $334.886.

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

Competitors      Industry is dominated by one product .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 .

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

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

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

the prince tosses Rapunzel a can of Red Bull. because ³Red Bull gives you wiiiings´ .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.

she can run off to have a better life with the prince. . Rapunzel will be set free  In the original story. because her hair is too short in the commercial. she is helpless without the Red Bull. Rapunzel is able to free herself with help of the prince and her long hair. However.Red Bull . but the commercial implies that now that she has Red Bull.  Because Rapunzel will be freed from the tower.Appeals   Need to escape  The tower was confining Rapunzel. 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.

implies dominance and aggression.Red Bull . Red Bull. Red: energy. 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 . strength. Many people are drawn to this idea and believe that the energy drink can satisfy their lack of these attributes in their lives.Symbolism       The product name.

Humor is used to connect to the audience to imply that the product is fun and exciting. cooler. . and more modern.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. With the energy drink. anyone can conquer things that were never possible before. . because it can make your life exciting and fun.

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

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

. The Rockstar drinks are chilling in a ice chest where you would normally see alcohol. The other woman in the bikini has already started to ³Rockstar it´. The woman in the white bikini is on the phone. calling up guys and inviting them to come and get the party started.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. 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.Rockstar .

Rockstar . Many celebrities are known to party like rock stars and many consumers feel compelled to imitate the images they see.Appeals Cont. Using sexy women in the ads attract men. anyone can attract sexy women like the women in the ad.  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. The commercial implies that with Rockstar. .

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

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

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

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

Black: power.Xyience .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 . mystery Red: Energy.

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 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. Colors: Green and White for main logo.

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   .Monster Print Ad  Ad has a race car driver.

a large majority of the men.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 .Monster . 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 .Monster .Appeals Cont.

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

Symbolism  The product uses a logo that appears to have been created by a ³monster.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    .

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

expanding. However. the industry caters to a younger market. As a whole. Currently the primary target for the majority of energy drink companies is male teenagers and young people. With today's health conscious trends. energy drinks have the potential to surpass soft drinks as the reigning market leader. 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. energy drink companies are positioning themselves to become a beverage staple in many homes world-wide. With increasing advertising spend and greater product recognition. If the energy drink companies can obtain some scientific support for their claims this might also help to boost sales. they need to continue to expand their target market and increase their distribution. .Conclusion The energy drink industry is a smart industry that is continually developing. These products are designed for a younger generation concerned more about instant satisfaction and fast results than something more long lasting. and some energy drink brands aim their products at a health-conscious crowd.

bevindustry.energyfiend.asp?qstID=12178 Sports Energy Drink-Makers http://www.php Vemma Verve and Links      A Drink for Today: History of the Energy Craze Marketing Profs Knowledge Exchange : Energy Drink Markets Energy Fiend : America's Most Caffeinated Cities http://www. ·Double-digit growth ± health is the main market driver         Energy Drink ± Wikipedia.html and Links . the free encyclopedia http://en.monsterenergy.html The Soda With Buzz http://www.1143632066244-92676986

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