Energy Drink Advertising By Antonie Shih Ewrt1A

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

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.

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.

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

Red Bull Every Red Bull’s 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

Sobe Sobe’s 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, SoBe’s target audience of 13-24 year old makes up 37 percent of super cross fans. Sobe also attracts health conscious individuals

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

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

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

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.

Research Links http://www.redbull.com/ http://en.wikipedia.org/wiki/Energy_drink www.swensonfunnies.com/soda_wars/monsterenerg...