2Energy DrinksEnergy 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.
3SummaryEnergy drinks contain a variety of ingredients, primarily caffeine or guarana and vitaminsIndustry is driven by health and wellness trendsNo scientific evidence to prove energy drink claimsEnergy drinks are primarily consumed by the younger generation, people who are “on-the-go”
4Industry History Nearly 20 years old Began in Europe & Asia Red Bull: first in US in 1997Hansen also based in US in 1997First became popular with athletes in US - extra energy for workouts & competitions
5Industry SalesCurrently thought to be the second highest growth sector of the soft drink industry$3.7 billion dollar industrySales of energy drinks have increased 50% each year since 2001 (total of 516% increase from )Sales are projected to reach $5 billion in 20076th largest category in the beverage market
7Advertising Expenditures Use distribution as a marketing tool - fashionable night clubs, convenience stores, and gas stations.Red Bull increased it’s advertising expenditures from $2 million in 1998 to more than $40 million in In 2004, Red Bull spent $600 millionEnergy drink companies market themselves around extreme sports and adventure. Red Bull supports 240 athletes worldwide to help promote their productMonster is known for its high advertising budget
8Competitors 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
9Target Audience Appeals to very specialized market segments Overworked executives/businessmenPeople “on the go”Truck drivers“Hip”, younger generation65% of US teenagers (7.6 million teens) say they drink energy drinksNumber of teenage consumers has increased by 3 million over the past 3 years
10America’s Most Caffeinated Cities 1. Chicago2. Tampa3. Miami4. Phoenix5. Atlanta
11Red Bull Energy Drinks Logo: Two charging bulls Colors: Red, blue, white/silver, yellowSlogan: “Red Bull gives you wiiiings”Commercials: Generally cartoons; sometimes spoofs on famous stories (Rapunzel, Frog prince, Aladdin, Adam and Eve, Petrus)
12Red Bull Commercial: Rapunzel The prince comes galloping on his horse towards Rapunzel’s tower to save herRapunzel lets down her hair, but it is too short and the prince cannot reach itInstead, the prince tosses Rapunzel a can of Red Bull, because “Red Bull gives you wiiiings”
13Red Bull - Appeals Need to escape The tower was confining Rapunzel, but the commercial implies that now that she has Red Bull, Rapunzel will be set freeIn the original story, Rapunzel is able to free herself with help of the prince and her long hair. However, because her hair is too short in the commercial, she is helpless without the Red Bull.Need for affiliationThis commercial promises that Red Bull can provide the fairy tale ending in which the prince and princess live happily ever after together.Because Rapunzel will be freed from the tower, she can run off to have a better life with the prince.
14Red Bull - SymbolismThe product name, Red Bull, implies dominance and aggression. Many people are drawn to this idea and believe that the energy drink can satisfy their lack of these attributes in their lives.Red: energy, strength, and powerYellow: energyBlue: confidenceWhite: perfectionAll four of these vibrant colors combine to form an energetic and powerful image for Red Bull
15Product Promotion Techniques Utilizing familiar stories with new twists implies that Red Bull can improve the original image of the consumer to be better, cooler, and more modern.Humor is used to connect to the audience to imply that the product is fun and exciting.
16Underlying MessageRed Bull is essential to having a fulfilling life, because it can make your life exciting and fun. With the energy drink, anyone can conquer things that were never possible before.
17Rockstar Energy Drinks Logo: StarColors: Gold, Black, Red, WhiteSlogan: “Party Like A Rockstar”Ads: Typically with attractive girls in bikinis and projecting a party image
18Rockstar Advertisement Ad setting is in a Jacuzzi during the eveningTwo 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.Rockstar is being chilled in the ice chest, replacing what would normally be alcohol.
19Rockstar - Appeals Need for sex Women are in bikinis and projecting the “Party like a Rockstar image” in a Jacuzzi. By having the Jacuzzi in the ad it shows a more sexy/intimate way to party.The woman in the white bikini is on the phone, calling up guys and inviting them to come and get the party started. The other woman in the bikini has already started to “Rockstar it”. The Rockstar drinks are chilling in a ice chest where you would normally see alcohol. By using the Rockstar in place of the alcohol, a sexier image like those seen in alcohol advertisements is projected.
20Rockstar - Appeals Cont. Need for affiliation“Party like a Rockstar” gives off an image to consumers that admire celebrities and want to socialize with or be like them. 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. The commercial implies that with Rockstar, anyone can attract sexy women like the women in the ad.
21Product Promotion Techniques Marketing ads with hip hop artists, famous athletes, actors and actresses, sexy women and menHiring sexy models to promote their products at clubs, sporting events, concerts, and parties
22Rockstar - MessageLiteral meaning: Rockstar will make you cool, sexy, wealthy, famous, and powerfulDrinking Rockstar will make you feel energized, healthy, and strong. If you drink Rockstar, it will also help you look sexy, stay in shape, and feel good all day.Hidden Subtext: Buy our product and you will live, feel, and act like a Rockstar.
23Xyience Energy DrinksLogo: Large circle in the center with smaller circle on the left of it.Colors: Each drink has a specific color that represents its flavor.Slogan: “Xtreme science for your active lifestyle”Commercial: Attractive woman drinking it and dancing with energy.
24Xyience - CommercialAttractive woman slouching in chair with obviously no energy to moveThe woman picks up a can of Xyience energy drink and takes a sipImmediately gains energy and begins dancingFollowed by a large explosion in the background
25Xyience - AppealsThe need for sex – the Xyience add oozes sex appeal and is directly aimed at male population, which is the target audience for energy drinks. Sex appeal is clearly seen throughout the ad, but especially when the model kisses the can at the end of the ad. Also, the clothes (or more accurately, the lack of clothes) in the ad easily capture the attention of male viewers.The need for escape – the illusion that if you drink this energy drink, you could potentially have this woman. Xyience presents an opportunity to escape from an unfulfilling life without the women in the Xyience advertisements. Furthermore, the company plays up the chance to “have” the woman in the ad by providing desktop photos, etc.
26Xyience - Appeals Cont.The need to dominate – Xyience promises the consumer power, the ability to go from having absolutely no energy to having full energy, and to possibility to dominate in any situation. Xyience is also the office sports drink of Ultimate Fighting Championship (UFC) which also implies dominance over the weak who do not drink Xyience.
27Xyience - SymbolismThe 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.Black: power, mysteryRed: Energy, Strength
28Methods 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.
29Underlying MessageXyience will give you explosive energy even when you are exhausted.Xyience will make you sexy and bring excitement to your life.Xyience is a blessing to have in your life (expressed when the model kisses the can at the end)
30Monster Energy DrinksLogo: Big “creepy” M looks like it’s been slashed or clawed as if a Monster has created it.Colors: Green and White for main logo. Colors of logos on cans are different depending on the productSlogan: “Unleash the Beast!”Commercials: Usually ad prints or internet ads
31Monster Print AdAd has a race car driver, presuming someone famous and driver of the Monster Energy race careSlogan is on the upper left hand side “Unleash the Beast!” in standard Monster green colorRace car is center of shot and has flames coming out of it
32Monster - Appeals Need to Affiliation Race car fans and clubs – many people, a large majority of the men, want to be affiliated with racingNeed to escapeThe dream of driving a race car; getting to go fastNeed to aggressRacing is an aggressive sportThe flames in the ad also hint at aggression
33Monster - Appeals Cont. Need for prominence Being associated and therefore having the same prominence as the Monster race car driver because the consumer is drinking Monster as wellNeed for DrinkMonster provides a basic need – drink and promises to deliver energy as well
34Product Promotion Techniques Known for their high advertising budgetMainly distribution channels – bars/clubs, gas stations, convenience storesExtreme sports/events promotionsRace Car sponsorshipAthlete and Celebrity endorsementInternet website and advertisementsAttracts fan mail on MySpace pages
35Monster - SymbolismThe product uses a logo that appears to have been created by a “monster.”Logo is slashed or clawed and the background is green on the primary logoMonster uses various logo colors depending on the product in which they’re placedThe primary logo color of green gives off eerie monster vibe
36Underlying MessageProduct messages are definitely slanted towards males – their target audience. “Unleash 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.
37ConclusionThe energy drink industry is a smart industry that is continually developing, expanding, and using innovative marketing techniques. As a whole, the industry caters to a younger market, and some energy drink brands aim their products at a health-conscious crowd.With today's health conscious trends, energy drinks have the potential to surpass soft drinks as the reigning market leader. However, they need to continue to expand their target market and increase their distribution. If the energy drink companies can obtain some scientific support for their claims this might also help to boost sales.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. These attractive claims appeal to this group of consumers because they are flashy and funny, not because they impart definite truth or wisdom.With increasing advertising spend and greater product recognition, energy drink companies are positioning themselves to become a beverage staple in many homes world-wide.
38Resources and Links A Drink for Today: History of the Energy Craze Vemma VerveMarketing Profs Knowledge Exchange : Energy Drink MarketsSports Energy Drink-MakersEnergy Fiend : America's Most Caffeinated Cities
39Resources and Links Cont. Energy Drink – Wikipedia, the free encyclopediaThe Soda With Buzz·Double-digit growth – health is the main market driver