Energy Drink Advertising

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Energy Drink Advertising

• By
• Antonie Shih Ewrt1A

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Energy Drink

• Purpose of the drink
• Energy drinks are beverages that are designed to
  give the consumer a burst of energy by using a
  combination of methylxanthines, B vitamins, and
  exotic herbal ingredients.
• Commonly include caffeine, guarana (extracts from
  the guarana plant), taurine, various forms of
  ginseng, maltodextrin, inositol, carnitine,
  creatine, glucuronolactone and ginkgo biloba

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History of the energy drink

• Jolt Cola was released in the 1980s. It was not
  an energy drink but a high-caffeine, high-sugar
  brand of cola. It was more of a caffeinated drink
  than an energy drink.

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Industry Overview

• Growing 700 in sales between 2000 and 2005,
  energy drink is now a 3.5 billion industry in
  the U.S., or about 6 of the non-alcoholic
  beverage market. It is one of the fastest
  growing segments (60 last vs. soft drink sales
  of -1.3 source Information Resources Inc.) of
  the beverage industry. Sales is expected to top
  10 billion by 2010.

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Who is doing this and Why???

• Red Bull, Venom, Monster, etc. company
• targeting a generally younger audience, mostly
  students and young professionals (people
  on-the-go), billing itself as something that was
  not necessarily healthy but which would allow
  them to cram more hours into their day

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Red Bull

• Every Red Bulls ads always telling you if you
  drink red bull it will give you wings
• Give you wings means that you will feel
  lightened and feels like you can fly and having
  wings.
• So you will not feel tired anymore

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Sobe

• Sobes fan base consist of world-class athletes
  and extreme sports icons from surfers and
  skateboarders to mountain bikers, and volleyball
  players.
• According to Clear Channel, SoBes target
  audience of 13-24 year old makes up 37 percent of
  super cross fans.
• Sobe also attracts health conscious individuals

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Monster

• This energy drink mostly have army design on it
  or having extreme sports person on the can
• So after you drink the Monster Energy drink you
  will feel that you will have the strength and
  power just like the person on the ad

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Customers

• Mostly people that are use computer for their
  jobs
• Athletes
• Students studying late in the nights

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Energy drink compare Sport drink

• Energy drinks are different from sports drinks.
  Most energy drinks simply provide lots of sugar
  or caffeine. Sports drinks are intended to
  replenish electrolytes, sugars, water, and other
  nutrients, and are usually isotonic

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Conclusion

• Health hazards continue to be a debatable issue,
  adding to the myth and craze of this exciting new
  industry.
• Companies successfully market these drinks as
  having natural ingredients to enhance energy and
  improve performance.

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Research Links

• http//www.redbull.com/
• http//en.wikipedia.org/wiki/Energy_drink
• www.swensonfunnies.com/soda_wars/monsterenerg...