Energy Drink Presentation
By
Trinh Au
Christine Roy
Date: March 23rd, 2007
Energy Drinks-General Introduction
• Energy Drink suddenly takes the market of
•
•
beverage by storms.
This type of non-carbonated drink has shrunk
carbonate soft drink market in a short period of
time.
Energy drink claims to be healthier beverage
type
• Energy beverage industry targets towards
those people who need some sort of
energy boost
Overview of Energy Drink Target Audience
• The primary consumer group of energy
drinks includes extreme sports
enthusiasts, young adults and teenagers,
and the hip hop crowd.
• This may be the result that many energy
drinks are sponsored or created by
extreme sports teams, hip hop stars, etc.
• This crowd is a group excited by speed,
energy, flash, and instant thrill.
Target Market
• Energy drinks are mainly targeted towards
those who need some sort of energy
boost.
• Now everyone is susceptible to the fatigue
of the super-charged, over-worked
lifestyle, but young people are especially
vulnerable to persistent exhaustion and
insufficient energy.
Specific Age Group and Rise in Popularity
• More specifically they are male teenagers and people
•
in their 20s because they are most likely to believe in
the fact that energy drinks will give them the boost
they need.
The popularity of energy drinks may have risen due to
busier schedules and more complicated lives people
are going through. It is becoming easier, more
expected, and even necessary for people to overload
their lives. When most people think that cutting
responsibilities and commitments is not an option they
are then looking for an alternative to get through each
day, that choice would be energy drinks.
Designing and Packaging
• Many energy drink companies are more exclusive in their
marketing efforts because they gear their products and
advertising to appeal to a very specialized group. These
groups include gamers, extreme sports enthusiasts, and the
hip hop crowd. You can see the effects of this emphasis on
such a target market because it is seen in the advertising
campaigns of energy drinks. A lot of the names of the
beverages, like Crunk or Go Fast!, appeal to specific
consumers. Also marketing strategies such as sponsoring
public events or celebrity endorsements are very appealing to
the consumers. The way the energy drink is packaged affects
the target audience as well. For example, Energy Fizz is an
energy drink but in the form of a powder that you mix with
water. This energy drink appeals to people who are constantly
on the go because they can just take a packet with them and
grab some water and they are set.
Types of Energy Drinks
Brands of Energy Drink
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Red Bull Energy Drink
Monster Energy Drink
Full Throttle Energy Drink
Amp Energy Drink
XS Energy Drink
Redline Energy Drink
Rock Star Energy Drink
Spark Energy Drink
History of Energy Drinks
• Jolt Cola was released in the 1980s
• Jolt Cola pioneered the marketing strategy which has
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been still used until today by marketers for energy drink.
Targets of the marketing research are younger audience,
mostly students, young professionals, and people onthe-go.
Energy drinks become significant in 1997 with products
like Red Bull and similar products.
In Japan and UK, energy drinks were known for as far as
the early 1960s and 1929 respectively.
Table of Some Energy Drinks
Caffeine
(mg/fl oz)
Coffee, brewed 7-16
(varies)
Espresso
20-50
(varies)
5 Hour Energy 40
Mg/L
Rockstar
10.00
333
SoBe No Fear
9.75
133
230-580
(varies)
300-467
(varies)
Per serving
(quantity)
135-180 mg
(8fl oz/237ml)
36-102 mg (2fl
oz/60 ml)
80mg (2fl oz/80
ml)
160mg (16 fl
oz/480 ml)
Rockstar History
• An energy drink created by Russell Weiner
• Sold in the U.S. and Canada
• Well-known for having high levels of
Guarana
• Fluoresces when exposed to UV light
• Vitamin C later removed from its products
due to industry-wide benzene scare
The ad of rock stars has many images about the products.
Text message likes “Party like a Rock Star” is very persuasive
to consumers. This web ads has three flash images.
First, there is a picture
of two sexy ladies in
swimsuits laying down
on opposite side and in
heads to toes position.
Each lady holds a bottle
of Rockstar energy
drink. They are smiling
show to that they are
happy and satisfied with
their desire. The
swimsuits are so small
that they cannot fully
cover the attractive big
breasts of both ladies.
Also, both ladies wear
sexy jean skirts and
they are so tiny on the
hip that one of lady's
shirt shows half the
middle body and her
bellybutton.
The next image is a
sexy girl who is
wearing a tiny
swimsuit that
exploses all the
secrects of her hot
body. Her legs are
tall and thin with
her big breasts and
she seems to have
a perfect weight
which will make
ladies become
jealous of her hot
body and also will
make men desired
too. Her body,
faces, and hair look
very attractive just
like a real movie
star of Hollywood.
The third image also show
two young girls in bathing
swimsuits. One wears a
black swimsuit and is
sitting on a rocking chair
next to two energy drinks.
She looks very sexy and
seductive when she sits on
a chair with her legs on
each side of the chair. The
chair is symbolized for a
man body which makes
people think that she is
experiencing some sex. On
the right hand of the image
there is a girl who is
wearing a white swimsuit
and sitting on her knees.
She puts on her right hand
on her thigh and her left
hand is pulling a white can
of rockstar drink from a
mini cooler.
Creation of media messages and purpose
Rockstar Energy Drink company created this best media
messages to extend its brand name products to new customers
and its ultimate goal is o make money.
Target audience
•Young teenagers who would like to be rockstars, actors,
actresses, and coolest models and who would like attentions by
exposing their hot secret bodies.
•Young teens to young adults (early 20's to mid-30's)
•Adults 40-50
Message of Subtext
•"Rockstar rules the slopes", flashy images of cool-looking guys
and sexy girls
Literal meaning of the text message
•Literal meaning of the text message is "power, cool, rich, sexy"
Subtext Hidden Message
If you like to be financially fitted, physically strong and fitted, and
famous like movie stars and models come and join our parties by
buying our products.
Tools of Persuasion Used
Rich people, famous actors and actresses, and sexy images of
young girls and guys are posed on web pages to the Internet,
billboards, and parties.
Healthy Messages Communicated
Drinking energy drink will make one strong, healthy, powerful,
well-connected to famous people. Girls will have sexy, good body
shape, and will stay young forever.
Unhealthy Messages
People who do not drink Rockstar energy drink are
not well-connected and famous. It puts down the
self-esteem of poor young kids who do not have
money to buy the products and try to grow up
normally.
Story Not Being Told
Drink energy drink does not make one to become rich,
famous like movie star, or strong like a roller-skate
champions. Energy drink make people dehydrated and
have dry skin. People are being paid for the ads. No actual
guarantee whatsoever that drink energy drink will make
one become superman, rich, or famous.
A Brief Information of SoBe Drink
• Founded in1995
• Located Norwalk, Connecticut
• Product Lines are Exotic teas + fruit juice
blends, Lizard line, SoBe Adrenaline Rush,
Powerline, SoBe No Fear, Sobe Elixirs 3C,
SoBe Synergy, SoBe Essential Energy, and
SoBe Life WATER
Sobe Ad Description
• A SoBe Lean ads shows images of different
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atheletes are competing for championship. It
shows some athletes are running, some are
biking, and some are so overjoyed with winning
the competitions. On the right side is a big SoBe
bottle of juice and it is changing itself with
different favor and color.
The slogans “What does SoBe Lean do for you?”
and “Shift to a better lifestyle and shift ot a lean
lifestyle.” tell the audience to drink SoBe as to
change their lives for better lifestyle.
Creation of the media messages
• The Sobe company created this media message
to promote its products and to boot its sale as to
make money for the company.
Target Audience
• The company has so many different products
that it can target wide customers.
• SoBe company want people from different ages
to drink its products; especially to group of
people who are searching for healthy drink.
SoBe's target audience is also teenagers who
like to be a cool looking, modest, strong, and
healthy.
Subtext (hidden message)
• If people want to change their life-styles, then
drink SoBe beverages. Also it tells its audience
that drinking is like drinking water from heaven.
Tools of Persuasion Used
• Flashy web pages, cool looking T-Shirts, SoBe
games, computer wallpaper, screensaver, ringtones, and phone gears, are the promotional
tools to SoBe's target customers. It also
sponsors annual events in sports and tours
around the country.
Suggestion of t text and images of the ads
• There are some images of “real” people holding
SoBe bottles underneath the ads and tell stories
of their and how their lives had changed after
drinking SoBe drinks.
Literal meaning of the text message
• The slogans “What does SoBe Lean do for you?”
and “Shift to a better lifestyle and shift ot a lean
lifestyle.” tell the audience to drink SoBe as to
change their lives for better lifestyle. The ads
suggests to audience to shift to better lifestyle
and shift ot a lean lifestyle.
Healthy Messages
• SoBe beverages are low in sugar, noncarbonated, and non-alcohol.
Unhealthy Messages
• SoBe is “for life”. Some loyal customers were
confused after learning that SoBe was fined for
irresponsible claims. Some were worried that
there would be no more SoBe!
Story Not Being Told
• Sobe energy drink does not cure illness,
enhance memory, or reduce stress as it claimed
in 2002 and was fined $219 million for such
claims.
Conclusion
• Energy Drink is here to stay!
• More and more people will replace their
carbonated soft drink by something
“healthier” – noncarbonated drink
• Not all energy drink are healthy as they
claim to be
• Read the fine print before you drink!
• Young adults are subjective group for
energy drink market
Resources
• http://en.wikipedia.org/wiki/Energy_drink
• http://rockstar69.com/
• http://www.sobelean.com/
• http://www.sobebev.com/gateway_flash.html
• http://www.sobeadrenalinerush.com/
• http://sobenofear.com/