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.
Summary
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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 “on-the-go”
Industry History
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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 - extra
energy for workouts &
competitions
Industry Sales
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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
Top Energy Drinks
&
Beverage Market Growth
Top Energy Drinks by Brand
Brand
Dollar Sales
% Change
Vs. Prior
Year
Market
Share
% Change
Vs. Prior
Year
Red Bull
$192,954,700
67.3
57.7
-1.2
Rockstar
$30,352,410
105.8
9.1
1.5
Monster
Energy
$26,137,550
206.9
7.8
3.5
Sobe
Adrenaline
Rush
$18,249,200
31.1
5.5
-1.7
AMP
$17,084,970
31.8
5.1
-1.5
Sobe No Fear
$13,352,710
91.7
4.0
0.4
Full Throttle
$8,886,300
NA
2.7
2.7
HansenÕ
s
Energy
$2,252,797
-37.3
0.7
-1.2
HansenÕ
s Lost
Energy
$2,184,804
623.8
0.7
0.5
Rip It
$1,803,258
NA
0.5
0.5
Category
Total
$334,742,800
70.3
Source: Information Resources Inc., Total food, drug and mass merchandise (excl udi ngWalMart) for the 52 weeks endi ngJune 12, 2005
Advertising Expenditures
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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
2003. In 2004, Red Bull spent $600 million
Energy drink companies market themselves
around extreme sports and adventure. Red Bull
supports 240 athletes worldwide to help promote
their product
Monster is known for its high advertising budget
Competitors
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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
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Appeals to very specialized market segments
Overworked executives/businessmen
People “on the go”
Truck drivers
“Hip”, younger generation
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65% of US teenagers (7.6 million teens) say they
drink energy drinks
Number of teenage consumers has increased by 3
million over the past 3 years
America’s Most Caffeinated Cities
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1. Chicago
2. Tampa
3. Miami
4. Phoenix
5. Atlanta
Red Bull Energy Drinks
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Logo: Two charging bulls
Colors: Red, blue,
white/silver, yellow
Slogan: “Red Bull gives
you wiiiings”
Commercials: Generally
cartoons; sometimes
spoofs on famous stories
(Rapunzel, Frog prince,
Aladdin, Adam and Eve,
Petrus)
Red Bull Commercial: Rapunzel
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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, the prince tosses
Rapunzel a can of Red
Bull, because “Red Bull
gives you wiiiings”
Red Bull - Appeals
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Need to escape
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The tower was confining Rapunzel, but the commercial implies
that now that she has Red Bull, Rapunzel will be set free
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In 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 affiliation
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This commercial promises that Red Bull can provide the fairy tale
ending in which the prince and princess live happily ever after
together.
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Because Rapunzel will be freed from the tower, she can run off to
have a better life with the prince.
Red Bull - Symbolism
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The 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 power
Yellow: energy
Blue: confidence
White: perfection
All four of these vibrant colors combine to form an
energetic and powerful image for Red Bull
Product Promotion Techniques
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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.
Underlying Message
Red 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.
Rockstar Energy Drinks
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Logo: Star
Colors: Gold, Black, Red,
White
Slogan: “Party Like A
Rockstar”
Ads: Typically with
attractive girls in bikinis and
projecting a party image
Rockstar Advertisement
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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.
Rockstar is being chilled in
the ice chest, replacing what
would normally be alcohol.
Rockstar - Appeals
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Need for sex
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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.
Rockstar - Appeals Cont.
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Need for affiliation
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“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.
Product Promotion Techniques
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Marketing ads with hip hop artists, famous
athletes, actors and actresses, sexy
women and men
Hiring sexy models to promote their
products at clubs, sporting events,
concerts, and parties
Rockstar - Message
Literal meaning: Rockstar will make you
cool, sexy, wealthy, famous, and powerful
 Drinking 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.
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Xyience Energy Drinks
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Logo: 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.
Xyience - Commercial
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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 - Appeals
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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. 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.
Xyience - Appeals Cont.
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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.
Xyience - Symbolism
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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.
Black: power, mystery
Red: Energy, Strength
Methods used to promote product
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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.
Underlying Message
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Xyience 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)
Monster Energy Drinks
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Logo: 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 product
Slogan: “Unleash the
Beast!”
Commercials: Usually ad
prints or internet ads
Monster Print Ad
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Ad has a race car driver,
presuming someone
famous and driver of the
Monster Energy race care
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Slogan is on the upper left
hand side “Unleash the
Beast!” in standard
Monster green color
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Race car is center of shot
and has flames coming
out of it
Monster - Appeals
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Need to Affiliation
 Race car fans and clubs – many people, a large majority of
the men, want to be affiliated with racing
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Need to escape
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The dream of driving a race car; getting to go fast
Need to aggress
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Racing is an aggressive sport
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The flames in the ad also hint at aggression
Monster - Appeals Cont.
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Need for prominence
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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
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Monster provides a basic need – drink and
promises to deliver energy as well
Product Promotion Techniques
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Known for their high advertising budget
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Mainly distribution channels – bars/clubs, gas
stations, convenience stores
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Extreme sports/events promotions
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Race Car sponsorship
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Athlete and Celebrity endorsement
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Internet website and advertisements
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Attracts fan mail on MySpace pages
Monster - Symbolism
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The product uses a logo that appears to have
been created by a “monster.”
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Logo is slashed or clawed and the background is
green on the primary logo
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Monster uses various logo colors depending on
the product in which they’re placed
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The primary logo color of green gives off eerie
monster vibe
Underlying Message
Product 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.
Conclusion
The 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.
Resources and Links
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A Drink for Today: History of the Energy Craze
http://energydrinks.factexpert.com/889-energy-drink-history.php
Vemma Verve
http://vemma-verve.com/
Marketing Profs Knowledge Exchange : Energy Drink Markets
http://www.marketingprofs.com/ea/qst_question.asp?qstID=12178
Sports Energy Drink-Makers
http://www.bevindustry.com/content.php?s=BI/2004/09&p=9
Energy Fiend : America's Most Caffeinated Cities
http://www.energyfiend.com/category/news/
Resources and Links Cont.
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Energy Drink – Wikipedia, the free encyclopedia
http://en.wikipedia.org/wiki/Energy_drink
The Soda With Buzz
http://www.forbes.com/forbes/2005/0328/126_print.html
·Double-digit growth – health is the main market driver
http://www.beveragemarketing.com/dilworthcsdgrowth.html
http://www.color-wheel-pro.com/color-meaning.html
www.redbull.com/#page=LandingPage.1143632066244-92676986
http://www.rockstar69.com/galleriesP.php?custom=Rockstar%20Mansion%20Shoot
http://www.xyience.com/c-584-video-gallery.aspx
http://www.monsterenergy.com