Task 1 research

Energy Drink ResearchMelissa Storey

Overview of Product: Red Bull

Red Bull:Red Bull was originally produced in Austria in 1987, its first foreign market was in Hungry. Today Red Bull is available in 166 countries with more than 40 billion cans sold each year. Target Market:The target market of Red Bull is for young males aged 16 to 29. Typically, these males are adventurous, they like to live on the edge or aspire to do so. They are interested in extreme sports and challenging recreational activities. To show Red Bull’s association with “risk takers” the brand is directly linked to Formula 1 racing through its ownership of Red Bull Racing and they also sponsor David Coulthard, a F1 racer. The brand is also strongly associated with extreme sports such as paragliding, hang gliding, skydiving, and BASE jumping. Logo and Corporate Colours:The logo simply states the name of the brand clearly and shows a logo consisting off two bulls in the sunlight. The strength and the energy that comes from this drink is represented by the two bulls fighting under the sun. The bulls represent strength and power, they are an animal that is hard to fight and they are always up for the challenge just like the target audience for Red Bull. Lets say, for instance they chose to use just one red bull stood still, there wouldn’t be the same tension or energy the two bulls that are about to hit have. Or, simply the bulls can be just a recognisable way to remember the name “Red Bull”. This is also the same for the colour red and the word red. The name and the logo literally describes each other. The red and yellow colours compliment each other, they look good together and the red stands out from the yellow. They colour red connotes with the danger the bulls are known for, but the yellow fire ball shows the energy and power the drink gives off. The actual can is in a blue and silver background can to give off a stylish look. No other energy drink looks as stylish as Red Bull and the blue is like a royal blue showing it is more of a high end energy drink. A lighter blue is used for the Red Bull sugar free to make it look lighter.

Overview of Product: Red Bull

Look:The Red Bull can looks stylish compared to other energy drinks cans such as Monster or Relentless. You can get them in 250ml, 355ml and 473ml so you can choose how much energy you think you will be needing for that day. The look of the can is simple, the red stands out from the dark blue, it is quite a clean and stylish looking can with everything sharp and in its own block. This is a high-end energy drink and is aimed towards people who have enough money to do extreme sports therefore it has to have a crisp layout and look to aim towards the right audience. Website: http://www.redbull.com/uk/enThe Red Bull website is more about extreme sports rather than the actual drink itself. The access bar at the top of the page features Bike, Motosports, Music, Games, eSports, Discover and More. Being able to find out about what is going on in each extreme sport is interesting and to people who are interested in these sports it is a good website to get all the information about competitions and stories. In the right hand corner there is a small bar that says Products & Company this is where the information about the drink is. There is a large image of one of Red Bulls biggest story. This was when Felix Baumgartner, jumped from 24 miles above Earth. He was sponsored by Red Bull so he could achieve this. Here you can apply for a sponsorship for Red Bull to “give you wings” and achieve you're extreme sports idea.

Overview of Product: Red Bull

Ownership:Dietrich Mateschitz founded Red Bull in 1987 when he was inspired by the functional drinks from the Far East. He created the formula for Red Bull and launched a completely new product category in Hungry but is not recognized all over the world. Now Red Bull has its own company, Red Bull GmbH, they also distribute and market a number of other drinks including Simply Cola and the Carpe Diem range of herbal soft beverages. Red Bull distributed free cases of the energy drink to college students for a viral advertising campaign. This strategy was very successful and resulted in a rapid profit in sales. Red Bull has since become known for its sleek marketing targeted at young urban professionals through various sports and entertainment based advertising campaigns. Red Bull GmbH also have a sports sponsorship to help young urban professionals in their extreme sports. In motorsports the Red Bull Racing has won the Constructors Championship for 4 years in a row despite being in the F1 experience for 7 years.

Analysis of advert: Red Bull

Intended audience:Red Bull is well known for its cartoon TV adverts. They have a target audience for young males aged 16 to 29. Typically, these males are adventurous, they like to live on the edge or aspire to do so. They are interested in extreme sports and challenging recreational activities. The adverts are placed in places where young adults would see them, for example of Channel 4, and at the Formula 1. Medium:The carton style advertisements are usually advertised on TV, although they do advertise using the cartoon style on magazine or billboard adverts. The TV advertisement is shown on channels such as Channel 4 and E4 where they have similar target audiences and know it can be attracted to young adults here. It is usually placed when the F1 or motor sports is on the TV too. Design and style (layout, fonts, colours, imagery):Just by looking at a couple of Red Bull’s TV advertisements you see a consistent look and style they keep throughout. I looked at the Titanic advertisement, and Shakespeare and the Zebra advertisement and each design looks the same so you know it is a Red Bull advert. They are simple cartoons they do not have a lot of colour, the colours are just a quick shade around the outline to make then simple. They are placed on white backgrounds to make it look like they are in the sky, relating to the slogan of Red Bull gives you wings. They use all sorts of imagery relating from religion to historical. They are very clever with what they use and always make the advertisements witty.

Analysis of advert: Red Bull

Content:Red Bull is well known for its cartoon TV adverts. They use cartoons to get round the advertising standards authority. This is because of their slogan “Red Bull gives you wings”, if it was humans advertising flying and being able to fly there would be some trouble and people would try this and unfortunately red bull will not give you wings. They could also be fined for false advertisement. Each TV advertisement is very funny and witty and quite often involves sexual jokes. This relates to the target audience and how they would find this funny appealing to them quickly. Factors of persuasion:Red bull has a famous slogan recognized all around the world, “Red Bull gives you wings”. Although it doesn’t, it feels like it does because it gives you so much energy. This is a factor of persuasion because this is what you want when you go and buy an energy drink, you want to feel great, as if you are flying. It gives you the possibilities to do everything you want to do. This is why it appeals to such a young male audience too because they may need some help to go out and be productive or to have fun because this drink is also a well known mixer for vodka too.

Overview of Product: Relentless

Target market:Relentless has a target market of men aged 18-40. Relentless is an energy drink that gives you the stamina, focus and drive when you need it. Inspired by the territory where action sports meets modern punk rock music. The audience is interested in music and going to festivals and live gigs. Relentless sponsors Leeds and Reading festival since 2008 and they also sponsor the Kerrang! Tour and Broadmasters. They also sponsor motocross sports for the more dangers side of their target audience, they have teamed up with Motorcross Team Rob Hooper's Suzuki to create "Relentless Suzuki.”Logo and Corporate Colours:The logo and original packaging was designed by Rebecca Wright. It is designed to look powerful and like a large statement. The font is a seriffont because of all the flicks coming off from the letter, these flicks start to make patterns in the background of the logo to create some depth in it. The colours are a plain black and white to appeal it to the dark musicgenre they support but it quickly makes the logo stand out. There is a gradient around the logo to make it look more powerful and explosive. This logo is more out there than the Red Bull logo. Although the Red Bull logo is simple and very effective, this one has a lot to look at because of the patterns but is still also effective.Look:The can has a distinctive dark brown colour to it. This connotes as the muscles of a human's neck, head, shoulder area as this is where the product effects the most. It is marketed to provide continuing energy and has the slogan of "No Half Measures” which is a large reference to the can size, which is twice the size of a standard 250ml can of Red Bull. There are different verities of flavors of Relentless and these are shown by the different colored cans shown below.

Overview of Product: Relentless

Website: http://www.relentlessenergy.comThe website is full of music stories and live gigs that relentlesshave supported such as Reading and Leeds festival and their own live tour, Relentless Live. They have their own picks of topartists and albums, this is a great place for people who are interested in good artists. People who are talked about on the website are Biffy Clyro, Jake Bugg, Zane Lowe etc. Down the sidethere is a tool bar where you can see the events Relentless is sponsoring and here you can find out more about the drink. Here you can look at all the flavours Relentless do for their energy drink.Ownership:Relentless was created in February 2006 by Coca-Cola. This is a huge well-known brand all around the world. Coca-Cola don’t advertise themselves on the can but they know a lot about the market for soft drinks therefore they know where the best place to sell Relentless and this has make Relentless successful in the long run. You would not have guessed Relentless was owned and created by Coca-Cola. None of the recognisable Coca-Cola features are placed on the Relentless can but it is still a successful energy drink.

Analysis of advert: RelentlessIntended audience:The audience for relentless is for men aged 18-40. This advertisement is all about celebrity endorsement and I think appeals to an age range for about 18-28. The celebrities are all music based. Professor Green, a well known rapper and Zane Lowe, the Radio One DJ presenter are all well known artists in the music business. They are all successful in the music industry and UK celebrities, this is to relate to Relentless’ target audience and they have chosen celebrities that they would look up to.Medium:This advert is both a TV and magazine advert. The TV ad is the first ever Relentless television advert. It features all three artists in the TV ad, but Professor Green is the speaker and brings motivational words to the audience. This attracts attention and shows you have to work hard, with a can of Relentless to achieve the best and be able to produce amazing music like these artists. The magazine/billboard ad is a lot simpler. There is a large image of the artist, a different artist on each one, looking at the audience. The background is the pattern that you see on a Relentless can and the dark colours relate to the dark colours on the can too. Design and style (layout, fonts, colours, imagery):The design of this advert is simple, it doesn’t evenshow the can but you know it is for Relentless. Theygive hints like using the same colours, the patternsin the background are the same that feature on the can, and the logo is only small, but this is what you look at to make sure Relentless is the product you are being advertised. The font for the artists names are in a san serif font, this contrasts with the font ofthe logo and makes the names stand out more. It not only advertises the drink but also the artists too.

Analysis of advert: Relentless

Content:On the TV advert Professor Green is saying motivations things to the audience to make you buy the drink as only good power and energy will come if you drink Relentless. It also shows you if you work with a can of relentless you will be able to produce great music just like Professor Green, Zane Lowe and Pure Love have done. Even if its not just music you will be able to achieve your highest, but they decided to show music artists to appeal to their target audience who is interested in music. The content on the magazine advert is simple and doesn’t even need to show the product in the advertisement. They give hints about the product by using the same colours and the patterns in the background are the same that feature on the can. The logo is only small, but this is what you look at to make sure it is Relentless being advertised to you.Factors of persuasion:There is a lot of persuasion in the TV advert with Professor Green. He speaks over the top of the music with motivational speech such as “Inspiration is finding something beautiful” and “A spark that lights up everything just for a moment.” These words push you to do something great with your life, and you can achieve this with drinking Relentless. The advert finishes with the words “No Half Measures”, their slogan, relating to the size of the can and the way there is no half measures when you have Relentless. These promises are factors of persuasion.

Overview of Product: Powerade

Target market:The target audience would be aimed towards for a 16-24 year old male who is interested in sports. This is shown by the bottle it is in, instead being placed in a typical energy drink can, it is in a sports water bottle. This is easy to carry around a gym and you can drink it whenever you want with a open-close lid, instead of a open can. Powerade helps replenish four electrolytes lost in sweat. It helps provide energy to working muscles and vitamins to help support energy metabolism. This is all what young adults who go to the gym want. Powerade is the official sports drink of the Australian rugby league team as well as many others. And it became the official sports drink of the Olympics. Logo & Corporate Colours:The bright blue on the logo connects to the colour of the Powerade.The unusually bright blue is a recognisable colour for Powerade because no other drink has this colour to it. It also connotes to a calming colour after a powerful day at the gym, this is a colour you’d like to see. The font is a san serif font making it stand out. The graphic in the logo at first looks like someone doing exercise but if put on the side it also looks like someone's heart rate while they are doing exercise. Look:This is one of very few energy drinks that is in a bottle rather than a can. This is because it is aimed towards people who are interested in sports, rather than just quickly opening a can to gain energy to do an extremesport or listen to some exciting music. The way the bottle has an open-close top makes it easy to carry if they are running or on a bike or in the gym so they can have it for longer and gain energy for longer and so it doesn’t spill out when they are active. The bright blue colouring is veryrecognisable all around the world so having it in a clear bottle makes it stand out a lot.

Overview of Product: Powerade

Website:The website is again in the same colour of bright blue that runs throughout the whole of the Powerade product. The website has a large picture of Jessica Ennis, a UK athlete. It is very patriotic towards the UK showing it is a UK website and making you proud of your country that this product is sold in. it is very simple looking, with the logo in the left hand corner like a typical website and a tool bar where you can find out about the drink, celebrity ambassadors (like Jessica Ennis) and different sports such as football and running. This website is the only website I have looked at so far that includes a picture of the product on the front page and it has a lot more information about drink and the hydration it gives you.Ownership:Powerade is manufactured and marketed by The Coca-Cola Company first produced in 1988. Coca-Cola are a huge well known brand all around the world. This is the same as relentless, Coca-Cola don’t advertise themselves on the can but they know a lot about the market for soft drinks therefore they know where the best place to sell Relentless and this has make Relentless successful in the long run. Coca-Cola manufacture and market two of the products I have looked at in this Powerpoint, but they both appeal to two different genres of people, people who are into sports and people who are into music. This makes them very successful as they can appeal the same type of product to two different types of people.

Analysis of advert: Powerade

Intended audience:The intended audience for this magazine advert would be for 16-20 year old sport fanatics. The reason it isn't advertised on the TV is because the audience who would buy this product wouldn’t watch much TV, if not at all, they are much more active, shown in the poster, and this is why it wouldn’t be advertised on the TV at any particular time. Medium:The medium of this advertisement is a billboard/ magazine ad. It will be advertised in men’s magazine such as GQ and health/sports magazines. They would be put up in gyms, near vending machines where you can buy the product and in sport centres. This is because this is where a 20 year old running fanatic would be training and he would read them types of magazines over fashion magazines where the advert would be useless.Design and style (layout, fonts, colours, imagery):The design and style is very stylish. They have picked three colours and this makes the poster look professional and sleek,just like the audience who would buy this product. It has celebrity endorsement as well as the website. Again this is a successful sports person appealing to the target audience because he is showing the power he gets from Powerade tomake him do well. This is shown imagery by how the blue smoke, made to look like the drink, is looked to be creating himto be his best in running.

Analysis of advert: Powerade

Content:The text “Focus. Hustle. Hydrate. Believe.” looks and sound like steps or huddles you have to take to achieve the best out of whatPowerade gives you. The poster shows you the product and what look for when you are in shops wanting to purchase the product. The advert also has celebrity endorsement in it and on the website. This is to appeal to a particular audience. Just like relentless does. Relentless uses artists in the music industry when Powerade uses sport star celebrities, this instantly shows who the drink is targeted towards.Factors of persuasion:The factors of persuasion in this advert is firstly the four words, “ Focus. Hustle. Hydrate. Believe.” This is what they promise will come if you have Powerade. The second factor of persuasion is the celebrity endorsement on the poster and on the website. This appeals to the target audience and if they see them drinking his drink and are successful in what they do then it will persuade people to buy this drink to help them be like their sports star.

Overview of Product: Pure Rush

Target market:SoBe Pure Rush has a target audience aimed towards 25-36 year oldsIt has an older market than the last three energy drinks I have looked at and this is shown by the professional look of the can, it is not tooout there and is for people who want a healthy life style because they just use natural remedies to produce your pure rush. Logo& Corporate Colours:The two entwined lizards, which have been the icon of the SoBe brand since 1996, features prominently on pack in a overt place to each other to show the symbol of infinity to signify the energy the product gives. The font of SoBe Pure Fresh is all san serif to make it stand out quickly and gets straight to the point. There are two different can’s and flavors, they can be distinguished by the green or red lizard. The red lizards stand for the Apple Berry flavor, because berries are usually red and the green lizard symbolizes the Tropical Twist flavor, a flavor you would find in a tropical forest. Also the green connotes a healthy lifestyle.Look:The look of the can has been designed “to capitalize on the growing trend for energy and stimulant drinks that appeal to both sexes.”(http://www.thedrum.com/news/2011/03) Blue Marlin creative director Simon Pendry explained, “We’ve madethe pack more single-minded and really brought the lizards to life.” The packaging looks new and stylish, this could be for the healthy minded people who are into health at home and this is how they contribute to their healthy lifestyle. The package is printed in an bright stylish finish for greater shelf stand out. The red lizards stand for the Apple Berry flavor, because berries are usually red and the green lizard symbolizes the Tropical Twist flavor, a flavor you would find in a tropical forest.

Overview of Product: Pure Rush

Website:To me the website looks quite girly because of the colour scheme, but I think this is because they are showing their Vitim water is which will be targeted towards women. But ifwe look towards the Pure Rush energy drink side we can seethey use the same colours they do on the tropical flavoured can so it can be quickly identified. Using the product image on the website is so it can easily be found when in the shopslooking for it because you easily know what to look for. Youalso know that the energy drink is in a typical energy drinkscan when while the vitamin water is more towards people who do sports rather than people who want energy but want a healthy lifestyle to come with it too. The website is very easy to navigate and doesn’t have much on it. It is all focused on the drink instead of all the other energy drink websites like Red Bull and Relentless that have more about extreme sports and music on their websites.Ownership:The SoBe company is owned by PepsiCo but is distributed in the UK by Britvic. The name SoBe is an abbreviation of South Beach, where the drink came from in Miami Beach, Florida. PepsiCo is Coca-Cola’s biggest competitor, Relentless and Powerade are both owned by Coca-Cola,

Analysis of advert: Pure Rush

Intended audience:The intended audience is for a gender neutral audience. This is shown by having two adverts, one aimed towards women and the other aimed towards men. The colours and content are slightly shaped towards each gender. They show characters that look healthy and they look like people who would look after their body and health, like what the target audience will want when they choose this energy drink over others like Red Bull and Relentless which is full of sugars and artificial ingredients. Medium:The medium of this advert is a magazine/ poster advert. This shows that the audience is a lot more active than the audience of Relentless during the day because their posters are shown in gyms, cafes, more outdoor places whereas Relentless can do a TV advertisement because their target audience will are more likely to watch TV than be outside.Design and style (layout, fonts, colours, imagery) & Content:The advert has been advertised for both men and women but on two different adverts. I find this interesting because although they want this to be a gender neutral energy drink they still split the advertising campaign into men and women. They place the product on the advertisement to show the audience what theyneed to look for in the shops as it is not a well known brand.there is a colour change in the poster targeted towards women, they have decided to use purple and pinks to highlight that flavour drink is more towards a female audience.Factors of persuasion:The product promises it will “release your natural energy” if you drink the product. This is what the product buyer wantsin their healthy lifestyle therefore it is a positive reward givento persuade the audience to buy the product.