Energy Drink ResearchName:

Abby Downing

Overview of Product: Red Bull

Red bull has been running for 26 years. The company was founded by Dietrich

Mateschitz in the mid 1980s, he firstly began developing the formula of red bull and

then wenton to developing the unique marketing concept of the item.

Red bulls company was founded in Austria, which is where it’s first can was sold on

April 1st 1987.

The target market of red bull is young men usually aged around 16-27. The logo for

red bull is ‘it gives you wings’ which is very inspiring for young men because it

suggests that by drinking the drink you can achieve what you want in life,

which Is usually associated with a type of

sport. By encouraging this even more red bull

sponsors a wide variety of different sports

including biking, BMX, motocross,

windsurfing, snowboarding, skateboarding,

kayaking, wakeboarding, cliff-diving, surfing,

skating, freestyle motocross, rally, Formula 1

racing, to breakdancing; where there logo is

shown everywhere, this is a good technique

to get the brand well known and has worked

amazingly as the company and name is

known worldwide and is the most popular

energy drink there is.

Overview of Product

Red bull also uses music and celebrities such as Eminem to promote their

product to their target audience (young men) this is called star power,

because people can see it as if Eminem likes it, it must be good, they use

a celebrity figure who is popular with the target audience for another way

to gain more audience.

Red Bulls bottle is slim and small like other energy drinks. Usually energy

drinks aimed at men are big and thick, although this suggests that it may

be targeting females also.

Another thing the company red bull does is do events such as cliff jumping

and will always be wearing or have something with the red bull logo on, a

lot of Red Bull advertising is doing this and because these events are so

extreme they are shown all over the place such as on TV, on social

networking sites etc, which people will always click on and watch,

especially the target audience. This is another good way of promoting and

advertising the product because it shows that it ‘gives you wings’ which is

the slogan and it spurs young men on to have the drink and then they can

do such extreme activities, which is something called ‘reward power’ it

shows them that once having the drink something beneficial and positive

can happen.

Analysis of advert

Design and style (layout, fonts,

This is the tv advert that they use,

which consists of showing cartoon

characters trying to achieve

something and it not happening,

then they open a can of red bull and

drink it and gain wings and

achieving.

The adverts are

childish and don’t

totally fit with the target

audience but I think the

intention was the

adverts to get so

recognized and well

known that everywhere

you see these types of

drawings you

immediately associate

them with red bull.

Always showing the colours of the

product in the adverts. The red

and blue contrast has worked well

because the two colours

associated together people

recognise as red bull most often.

This advert in particular was removed from the tv as it began receiving complaints about a child at a strip

club in the advert, which is understandable but the advert is clever. It consists of a young boy asking his

mum if he is allowed to go to a strip club and the mum states ‘when pigs fly’ and knowing that red bulls

logo was ‘it gives you wings’ the young boy feeds it to the pigs, they fly, and he gets his way and goes to

the strip club, which intentionally will persuade the target group to drink red bull. The advert also comes

across as funny and because there are different variations of the adverts people like to watch them to see

what would happen in the next one. The hyperdermic needle theory is involved with this because

everyone knows that it won’t actually give you wings but because the company is telling you it will you will

sort of believe it.

Analysis of advert

Will appeal to men because of

there status and wanting to

take charge with everything.

(referent power)

Star power&expert power:

showing that a celebrity and

expert will be there, which will

encourage you to go and it

promotes the brand. This will

assure you that the energy drink

is brilliant because it sponsors so

many popular events and is

clearly a big part of them also

Recognisable logo, big and bold

for everyone to notice straight

away. They have made the

background dull and and plain, so

the logo stands out and it will be

the first thing you see to know

straight away that red bull

sponsors the event.

In association with twitter,

the hash tag is something

that you can place in a tweet

which people will click on

and see what is being talked

about with the hash tag, this

is a way that people can also

promote the brand and the

event that is happening.

Persuades people to also check it out online

and get involved them selves with the event.

(audience involvement)

Overview of Product: Lucozade

Locozade has a different outcome to what Red bull does, they suggest that it hydrates you better then water,

so they are still on the same subject of sport but red bulls concept is it gives you wings for that sport and

wakes you up for it and Lucozade is more of a it revives you to continue and hydrates you.

Lucozade was founded in 1927 and was originally made for a recovery of illness and in 1982 repositioned

itself to become a drink that replaces loss of energy. The name was first originated as ‘glucozade’ because of

the glucose it contained, the drink was offered at hospitals to make someone feel better, which worked.

Lucozade now has a different picture and is still provided as a healthy energy substance but more targeted at

people who engage in a lot of sport. The drink is often used for people who have diabetes as well.

GlaxoSmithKline were the company that used to own Lucozade, until 2013 then Japanese conglomerate

Suntory took over for 1.35 billion £.

Lucozade is currently being produced at the Royal Forest Factory in Coleford, Gloucestershire, in the Forest

of Dean, England.

Unlike other energy drinks Lucozade has a research arm known as The Lucozade Sports Science Academy,

which has been carrying out nutritional research for over 30 years. It works in partnership with leading

universities, coaches, nutritionists, and sports professionals. This reassures audiences’ that research has

been carried out with the drink so it suggests that experts have proved that what Lucozade are telling us is

true (hydrates you better than water) unlike Red Bull who just use their slogan as a remembering the brand

technique and also for a sort of act to show a dream.

The logo depends of what type of drink it is whether it is lucozade sport, which includes light yellow and blue

colours. Lucozade energy which is more orange, red and black colours and Lucozade revive which is pink

and white colours. Which can split up the audience into different categories eg, Revive-females, sport-males.

These are 3 different banners that are shown on the

official Lucozade website. It includes the 3 different

main drinks that Lucozade provides:

Lucozade energy: refueling the good times.

Lucozade Revive: Revive your afternoon.

Lucozade sport: hydrates you better than water.

These are all little slogans they use to appeal to the

target audience, all 3 have a similar audience but are

unique to their own;

For example. The top one ‘Lucozade energy’ is clearly

targeted at young people both male and female, as it

clearly shows in the picture, it suggests that it is

aimed at people who like to go out and have fun with

their friends and need a drink to keep them hyped up.

The middle one ‘Lucozade revive’ is aimed at

females, as you can see the colours used are pink

and it shows that it is made up of natural resources

which females are usually more interested in. This

one suggests that if you need something to keep you

going than this is the drink.

The last one ‘Lucozade sport’ is clearly targeted at

men when they are carrying out a sporting activity as

you can see from the man model and the colours

indicated. It shows that it is better at hydrating you

then water is when competing in a sport of exercise,

this is very appealing to the audience because

everyone needs to have a drink to hydrate them and

this shows it is better and is prove scientifically

(expert power)

Tv ad

Star power: Steven Gerard is a well

known football player for Liverpool and

England. He features in the new

lucozade advert as being hydrated by

the lucozade in the gym.

Having Garrard in the

advert is very beneficial for

advertising because it

appeals to the target

audience and further,

because when he is shown

on the TV screen not on a

football match people

immediately wonder what

he is on the adverts for, this

makes the watch the advert

and wait to see what it is,

therefore seeing that he is

using Lucozade on a

regular bases and

persuading fans to drink it.

Magazine Ad

Star power: showing

famous football and

American football players

in the adverts to persuade

their fans to buy the drink

Expert power:

this is proven

by scientists

that it Is true,

which assures

you it is correct

and persuades

you to drink

whilst doing

exercise.

Appealing to England and

football fans because it suggests

that all the England team really

benefit from the product,

therefore it must be good

Overview of product: Scheckters

This drink is not as popular as the other drinks I had talked about, this isn’t just due to the

healthy aspect of the drink but largely to do with the advertising and promotion. Lucozade and

Red Bull are big companies that are known worldwide which is good for promotion.

Scheckters Organic Energy drink uses basic colours which are green and red and has a plain

white background. The green indicates that it is healthy and organic and red indicates that it

gives you energy. I do not think the name is that promising considering it says organic energy, it

doesn't’t persuade me to want to drink it. However, this suggests that the target audience is not

my age and is more for older people.

I think the target audience is 18--30 from research, because it is not as popular as red bull and

Lucozade as an energy drink, which can widen the target audience and not make it as clear.

This product offers referent power because it is Vegetarian approved and fairtrade which can fit

in with the target audiences needs because the target audience will be either vegetarians or

people who like to drink more natural substances and things that don’t damage your health and

they will approve of the fair trade.

This drink is different from Red Bull and Lucozade as they are very popular and known

worldwide, therefore they can use a lot of other persuasion techniques like star power, because

they have the money to do so.

product. You should

Toby Scheckter was the founder of Scheckter's Organic Beverages and he was raised

on his family's organic farm, Laverstoke Park, one of the world's leading organic farms

based in the UK.

Toby and his brother spent 2 years combining the ingredients that they liked most and

then came up with the Organic energy drink which was the first energy drink to be

made up 100% of natural ingredients and fair-trade approved. The drink uses no

artificial colours, no artificial flavours and no artificial preservatives. All the ingredients

are organic, 100% natural and independently approved.

This drink provides a sustained energy deliverance, because they use a balance of the

ingredients it helps the energy release happen slowly over a long period of time,

whereas with Red Bull, there energy supply is realised quite fast because of the high

caffeine intake, so the energy supply will run out over the course of a short time.

There is a lite and normal type of the drink also, which contains less caffeine. They

both give a source of energy out but one has more then the other.

The energy drink doesn’t really have any adverts but if they were to have an advert I

think it would look quite green and be based around the themed colours, and also

have information about the natural ingredients on it and have a picture of the can itself

maybe a model who is based in the target audience on as well.

Analysis of advert

advertising for this

Shows that it is popular and healthy for kids to drink but still

tastes sweet and nice like the unhealthy drinks they had

been drinking

Gives us an idea of the target

audience. Suggests that it is a

young adults audience and that

they all are full of energy which can

persuade people to buy the drink

Plain blue and green

background, showing the

people outside, which suggests

they’re healthy and outgoing

Shows factors

and figures at

the bottom

which can also

persuade

people to buy

the drink,

because it

shows that it is

healthy and

what health

benefits it can

give you

Overview of Product: Little Big Shot Energy

Little big shot energy is an Energy drink made up of natural substances, fruits and vitamins to

give you a more natural energy boost. This is advertised as healthy unlike the other energy

drinks that are filled with bad ingredients.

Little big shot can be for ages 8+ and is suitable for pregnant women to drink, however most

energy drinks are not and are usually for over 16 year olds because of the caffeine intake.

The target audience for this drink is females of any age, because this is one of the only energy

drinks from a can that young people can drink, they aim it at young people as well. It also has a

cartoon type apple on the front of the can with bright colours, which suggests this. It is 100%

fruit juice this can also persuade mothers to buy it for their children.

The logo is filled with colour which attracts a female audience as they usually look at a drink

and read it before they drink it, this is also why they have included the ingredients on the front of

the can to persuade the audience to drink it. Eg ‘no caffeine’ ‘no taurine’ and ‘100% fruit juice’

Wishaw entrepreneur Bert Jukes launched Little Big Shot energy drink and

They also have the vegetarian society approved logo, which shows that the drink is suitable for

vegetarians as well, which can encourage them to buy the product because, again, there are

not many drinks that are suitable for vegetarians. The drink is also gluten free and safe for

pregnant women. This all suggests that the drink provides things other energy drinks are not

willing to.

Overview of Product

This energy drink is not as popular as Red Bull or Lucozade however is more known then

Organic Energy. Because these energy drinks are healthy and beat the concept of buying an

energy for the sweet taste, it makes them not as popular. Energy drinks are most targeted at a

young audience because they’re the people who are interested and not usually bothered about

how unhealthy they are. The more natural energy drinks are more likely to be consumed by

parents or kids of parents because they see the good side of the energy drink and because they

don’t usually go for energy drinks to buy, this makes them more unpopular.

Little Big Shot provides Reward Power because it suggests that it provides a healthy source of

boosted energy, which is a good thing to have, whereas with Red Bull you get a boosted energy

but not from healthy ingredients. It also includes Referent power, because it states all over the

can that the energy drink is made up of healthy and natural ingredients, this fits in with the

target audiences needs.

Little Big Shot and Organic Energy are not a well known company like Lucozade and Red Bull

so they usually don’t provide any star power or expert due to the amount it costs for them to

work on an advert. Usually star power is interpreted with a product when the product is already

well known and making lots of money so introducing star power to it usually doesn’t effect the

money they have that much.

On the back of the can it says ‘big brothers, big sisters’ ‘it’s not just a donation it’s an investment

in a child's future’. This is another good feature that this energy drink have, they’re involved with

charities. What the company littlebig shot do is donate a percentage of there profit they get

each year to people who need it like the big brothers big sisters charity which is an organisation

is to help children reach their potential.

Simple but effective advert, uses only the

themed colours (red and green) which is on the

bottle and the fruit. They use the colours of the

ingredients on the theme to suggest that it’s red

fruits like berries and apples and also use the

green to connote it’s healthy

Uses a plain white background so your

eye is drawn to everything else. Its nature, is in a different colour

(green) to draw your eye to this. They

have done this because the first thing

they want you to know and see is that

the product is made up of natural

substances and is healthy.

The only text they have provided at the bottom is

‘no caffeine, no taurine, 100% real fruit goodness’

which is clever because that’s the only information

they want the audience to see, this is because all

they want to show is that it is healthy.

Audience interaction,

they want you to learn

more and get involved

with the drink and

company on social

networking sites. They

do this so you have

some interaction and

also for you to talk about

the drink which is an

advertising technique.