Energy Drink ResearchName: Richard Burn

Overview of Product

Use this space to give an overview of the product. You should include:Target marketThe target market for a product like Organic Energy is, in basics, the complete opposite of the energy drink Monster. This kind of energy drink is for the kind of person that is aware of their health & what they want to put into their body. That is why the word ‘organic’ is used in the products title. This is reiterated with the slogan ‘Power of Nature’. It reinforces the fact that the product contains ingredients that are organic. They would almost assume that the product was good for you due to the fact it is ‘100% Natural’, which is stated in the green banner on the top of the can. Typically, as most other energy drinks are targeted at male audience, I believe that this is targeted at a ABC1 early 20 year old female. The style conscience woman who wouldn’t want to be seen with a can of monster energy.

Logo & Corporate colours Their logo features the companies name Scheckter’s, the name of the product Organic Energy & the Slogan Power Of Nature. I believe the fact they have included the name of the company, & the fact it sounds like a name, means that they want it to seem like Organic Energy is run by a small family business (it was actually founded by Toby Scheckter) & they wanted to put their own name on it & are proud of it. It is written in a hand written serif font, which adds to that personal touch which is essential to a product like this. What I find interesting about the name of the product is that it features non capital letters (also doesn’t feature a capital letter for the O) for the word organic, but then features all capitals for the word energy. No capitals connotes that no rules are being followed & nothing has been changed about it (like it is simple), this connotation links with what the word organic is all about. This sense of natural and simple is increased by thee use of the colour green for the word, as the colour green connotes these same things. As a contrast, the word energy is all in capital letters. This connotes standing out & being big and bold, which links well with what the energy will give you. The colour red has been used for the word energy, which connotes danger & is also associated with being energetic. The colours green and red contrast against one another as well, which allows both words to be noticed in the title. The final part of the logo is the slogan which is ‘Power of Nature’, which really links well with the name of the product. The word power links with energy & the word nature links with organic. The can is a white colour, which connotes cleanliness & purity. The design on the can is very clean, so the use of the colour white was well chosen. Purity also links well with the fact that the product is organic and is also pure.

Overview of Product

Use this space to give an overview of the product. You should include:Look:Like mentioned in the previous paragraph, the look of the can is a very clear and simple design, which really suits what the target audience are looking for in a product. The use of the green on white makes the product have a sophisticated look about it. The can comes in a 250ml can which is a typically small sized can for an energy drink. I believe this small size again works well with the target audience, as the would not want to be seen with a large energy drink can. WebsiteBelow you can see the homepage for the Organic Energy drink. The Website features a blue sky and green grass as the main background. A very natural setting which links in very well with what there productIs all about. Social media links can be found at the top left hand page, Which links in with the target audience of the product & what the People in this audience use. There is also a photograph that featuresMembers, that you would assume are the target audience of the Product, jumping up which connotes that they have energy & areIn a good happy mood. Logo can be seen at the top of the page & large Photographs of the product are both centred in the screen because theyAre important. Awards & certain companies that associate & approveTheir product (Vegetarian Society & Fairtrade being amongst them) Shows how good the product is to other people which is good for theAudience to know. You will also find a list of things that the energy drinkIs & what it is not which is a nice clear feature that makes it obviousWhat the company is all about.

OwnershipScheckter’s was founded by Toby Scheckter in 2010 because he (found on the website) ‘became tired of drinking bad tasting, synthetic, processed energy drinks and decided to create the world's best tasting 100% natural energy drink’. As of this moment the company has not been sold to a larger company.

Analysis of advert

Use this space to give an overview advertising for this product. You should include:Intended audienceLike mentioned on the previous slide, the intended audience is for ABC1 females aged between 20 – 25. Although the intended audience is female, you will find on the website that in the photograph there are the same number of males to females. Also, the use of the colours used were not for the gender connotations, so there is nothing particularly male or female aspects of the can. You would assume a female would purchase an energy drink like this, over one that looks like Monster.MediumThere is no TV advertisements for this product yet, but there is a promotional video that can be found on their website which shows the product being used in a cocktail making class. Close up shots of the product were used throughout the video to show it. You will also find more videos like this on their YouTube channel. There are also no print advertisements or web banner advertisements. This may be due to the fact that they are a small company and do not have the expenses to do this. Design and style (layout, fonts, colours, imagery)There is no advert for this product yet but I can imagine that the advertisement would look very similar to what the website looks like. Very natural with the blue sky and green grass, which links well with what the product is all about. ContentLike mentioned above, there is not a print advertisement for this product. But I can imagine it would feature the cans large & will have the companies that approve the product quite large on the poster. Social media links.Factors of persuasionReward Power: On the website you will find a list of things that can and cannot be found in the product. I believe this is reward power as it shows you all the bad things that cannot be found in the product & it reiterates all the positives that come with drinking an ‘all organic’ & ‘all natural’ energy drink instead of one the ‘artificial’ alternative options. It’s persuading you that its better via information.

Overview of ProductUse this space to give an overview of the product. You should include:Target marketThe target market for this product is definitely a contrast from the first product I looked at. Monster is a very much male targeted product, whereas organic energy was targeted at a gender neutral (but would mostly be purchased by females) target market. The males that they will be targeting at will be older male teenagers & young male adults(16-24). When thinking about the socio-economic status of this target audience, I would believe that it would be in the C2DE categories because, unlike organic energy, the product is filled with artificial flavourings which are very cheap to produce. You can imagine the kind of guy that would purchase a drink like this due to the fact what that they have certain music, personality & event sponsorships. The main sports that they sponsor is motor sports e.g. Motor cross & action sports e.g. Skiing. Sponsoring sports like this give the company an edgy kind of look as motor cross can be quite dangerous. This dangerous & edgy look works well with the aesthetic qualities of the product. They also sponsor music events e.g. Resurrection Fest & music artists e.g. Lower Than Atlantis. These are both rock music events, which again link very well with the target audience of the energy drink Monster. It makes sense Monster would sponsor something like this as they can & do get a lot of exposure to their audience without having to run the typical television/print adverts. You can also imagine that the members in the audience would be interested in the things they sponsor. Monster also has female models that can be found at many of these events and the target audience can take photographs with these Monster models. The secondary target audience is males aged between 24-30. Logo & Corporate colours Monsters logo is a bright green large M that stands for Monster. The design of this logo is to look like scratch marks that look like a monster has done it, therefore it works very well as the product is called Monster. Each aspect works well together. The background for the logo is black, which connotes darkness & the unknown. This works well with the products overall look & what they wan their product to perceived as by the audience. The black also allows the green M, white name of the product (Monster) & green writing (Energy) to be at the forefront & able to have the attention drawn to these aspects. The word monster connotes danger & something out of the ordinary, which is what the company would like their drink to be perceived as (even though there are many different energy drinks that target to this audience (Rockstar & Relentless). The colour green being used works in a different way, compared to how it worked for the Organic Energy drink. Whilst the colour green was used to reiterate the fact the drink is all natural in Organic Energy, it was used on this product to represent a monster. One kind of monster that comes to mind is the green-eyed monster. The colour green is usually associated with things like monsters e.g. Frankenstein. In entertainment like films, TV shows & folk takes characters like monsters were/are most likely to be shown as green. All of these different elements work with one another to produce a very well rounded and easily well-known product. If you see the green M on a jacket or being used as part of a sponsorship deal, most will know what product it is for.

Overview of Product

Use this space to give an overview of the product. You should include:Look:The look if the can is very similar to the look of the logo. The same colours are used on the can & connotes everything that was mentioned on the previous slide. As you can see on the photograph below, the front also features how much liquid is in the can (500ml). The writing on the back of the can is written in the same silver as the 500ml writing, which is actually the original colour of the can. You can see one of the sponsors featured on the back of the can, which shows the sponsorship well. The same colours are used throughout the can.

Overview of Product

Use this space to give an overview of the product. You should include:WebsiteThe colour scheme on the website is very similar to the colour scheme that can be found on the product. This allows the brand to have a distinctive style that people will know when they see it. Below, you can see the first page you are greeted with on their website. It comes with slides of the different things that can be found on the website e.g. ♯MonsterGirlMonday. You can also find all of the sponsors of the drink under different tabs on the website e.g. sports & the roster section features the music artists & personalities. OwnershipThe drink Monster is manufactured by a company called Monster Beverage Corporation & as of 2012 is distributed by Coca- Cola enterprises. Coca-Cola also produces it’s own energy drink called Relentless. The brand Coca-Cola is not mentioned on a can of Monster.

Analysis of advert

Use this space to give an overview advertising for this product. You should include:Intended audienceLike mentioned on the previous slide, the target audience for males aged between 16-24. You can see from this competition poster that it is targeted at the same audience. The competition is to win tickets for the Australasian Supercross Championship, which is a stereotypically a male dominant sport. The word ‘mates’ is also used to show how many people you can take on the trip with you. The word mate is usually associated with males, so this choice of word just strengthens who the competition & product is for males.MediumYou would expect an a print advertisement like this to be featured in a magazine that is targeted at a similar audience e.g. Zoo (typical lads mag). Through my research, I have not found any TV advertisements, but Monster do have a YouTube channel that has over 500,000 subscribers & features videos from their sporting events. Some of their most viewed videos include the ones that have the Monster Girls, which says a lot about the target audience of the product. They advertise their product primarily through sponsorship & it works for them because they are the second biggest energy drinks company in the world. Design, style (layout, fonts, colours, imagery) & contentThe design is, just like the website, features the colours green & black predominantly. This is also the same as the colours featured on the can. It is clear that there is a constant theme running throughout all of their products. Like mentioned on a previous slide, the colour black connotes darkness & the unknown which works well with the name of the energy drink. The colour green is also usually associated with monsters, so is a good choice of colour. A black background also allows the greens to catch the eye. The layout for the poster is split into 5 different sections, which get slightly smaller each time. The first & largest section is at the top. This features a large M (the monster logo) & what, in basics, tells you what the competition is for. It features the name of the product & what they are sponsoring quite large. The next section tells you in more detail what the competition is all about. An audience member will only usually read this is the top part has interested them. To split up the information, Monster has used three green tinted, rough edged boxes. The next box features the number you have to text to enter the competition. Then the smaller box below features a smaller competition you could enter

Analysis of advert

Use this space to give an overview advertising for this product. You should include:Design, style (layout, fonts, colours, imagery) & content (continued)If you wanted to. The font used for the majority of the text is all in a caps & some of the letters have rough edges. This adds to the edgy vibe being portrayed by the company. All capital letters used also connotes that they are not playing by the rules (grammar rules). The top and left side of the poster features green broken prints which make the poster look grungy. It also ties in with the colour scheme. Factors of persuasionReferent Power: the competition typically fits in with the interests of the target audience so it would persuade them to enter the competition. As they are sponsoring a competition, they are both helping to promote one another & target a larger audience overall.

Overview of Product

Use this space to give an overview of the product. You should include:Target marketThe target market for red bull is males, although they have a secondary target audience of females. The split between male and female is much less noticeable, compared to energy drinks like Monster. Males aged between 16 & 30 account for the majority of their consumers. In terms of socioeconomic status, Red Bull consumers are typically in the ABC1 category. Compared to Monster, there average consumer are working professionals that enjoy sports. Although Monster target towards this audience, you will find that there audience is typically of a lower age. Logo & Corporate coloursThe red bull logo is quite simple. A simple denotation shows two red bulls (very clever) facing off in front of a yellow circle (representing the sun possible). The bulls are going head to head, which I believe linked well with what the product is all about as you would expect an energy drink to give you the power to face whatever you have got going on head on. The bulls are red, which is a clear link to what the product is called. The colour red connotes anger, aggression, energy & blood, which works well with what a bull connotes and what caffeine can do to the consumer. Another point to add is that the two bulls facing off against one another look like a pair of wings. This links well with the slogan of the company 'Red Bull gives you wings'. It's also a well known myth that bulls get angered by the colour red and whilst you are angry you are typically have more energy and adrenaline, this is a typical affect of drinking caffeinated drinks. LookA red bull can features blue and silver (the original can colour) portrait parallelograms on the front of the can. Where the shapes fit together you will find the graphic of the red bulls and sun. The design of the can is meant to look like a sports flag, which links well with what the company sponsors (extreme sporting events). The largest writing on the can is the name of the product in bold. Then in smaller type below the bull graphic says 'energy drink'. Also featured on the front of the can is the ingredients & the. What Red Bull does to you ('vitalizes body and mind'). Something I find interesting about the red bull cans, compared to the Organic Energy drink is that the slogan 'gives you wings' isn't mentioned on the can.

Overview of Product

Use this space to give an overview of the product. You should include:OwnershipRed Bull is owned by a Austrian company called Red Bull GmbH. Founded by Dietrich Mateschitz & Chaleo Yoovidhya. Red Bull is an adaptation of the Thailand drink Krating Daeng (this was also developed by Chaleo Yoovidhya. WebsiteThe Red Bull website is very basic compared to the website for Organic Energy drink. There is no moving images or graphics, which the website for Monster did have. The website is mostly focused around the sports events that they sponsor. There are links to the different sports that they do sponsor. There's also also a link to the music artists they sponsor. Just like on the Red Bull can, the primary colours that can be found on the website are blue, red, silver & white. This allows a consistent theme to run through the whole company.

Analysis of advert

Use this space to give an overview advertising for this product. You should include:Intended audienceThe intended audience for the Red Bull TV adverts is the same as the target audience on the other slide. The TV advertisements in the UK are quite dry humored at quite cheeky, which is the kind of humour you would expect someone that is part of their target audience to have. They usually feature the fact that 'red bull gives you wings' & fit that into many different story lines. An example of when this went wrong for Red Bull was there Titanic advert that was pulled from airing on TV by the ASA after complaints were made about it being humorless due to the fact it claimed that if Red Bull had been on the Titanic no one would have died, due to the fact it gives you 'wings'. The TV adverts allow Red Bull to target the other part of their audience that are not typically interested in sport. That's the other way they target their intended audience, by sponsoring extreme sporting events like F1. They will sponsor a person/team and the team will have the Red Bull logo featured on items of clothing and equipment e.g. A car. MediumRed Bull do not advertise their energy drink using print adverts, but by using 30 second TV visual adverts. Sometimes they may use screen grabs from such adverts to feature in print products. Design and style (layout, fonts, colours, imagery)The imagery used in the adverts is quite basic. Simple drawn out cartoons with only necessary colour thrown in here and there. The adverts are only 30 seconds long.

Analysis of advert

ContentThe adverts are only 30 seconds long so the content has to be presented fast. There's usually a topic that is introduced at the beginning of the advert and then at the end the advert finishes with 'red bull gives you wings'. Factors of persuasionReward Power: the adverts put the characters in situations where Red Bull gives the character an edge or something they did not have before (usually wings). This shows how the product gives the consumer something they did not have before. The audience knows they will not actually gain wings from consuming the drink, they know it will give them certain benefits they would have otherwise. They are rewarded for drinking it. Coercive Power:In some of their TV advertisements, you will find that the product is presented in a way that will help the situation out, but the person decides not to use it. This is what happened in the Titanic advert that was mentioned earlier.

Overview of Product

Use this space to give an overview of the product. You should include:Target marketThe target market is for people that are very active and into fitness. Usually targeted at the males as a primary audience & females as a secondary target audience who are also into the same things as the men. Powerade is an energy drink so it makes sense that they are targeting their product at this audience. Looking at their audience on a socioeconmic level, they fit into the ABC1 category. The drink is targeted at people that are around the age of 20. Logo & Corporate coloursThe original logo for Powerade is shown above. You can see that it features bold black letters for the name of the drink. A white outline and a blue fade is also used. The blue fade is the same colour as the most bought & original flavour of Powerade. The white breaks up the darkness of the black. The most interesting part of the design of the logo is the graphic that is shaped like a P. This is interesting because if you tilt your head to the side, it looks like the lines you would see on a heart rate monitor. This drink is meant to keep your energy up, so this part of the design is very clever. All the letters are in caps which makes the letters bold, which is exactly what a sportsperson should be. It all works very well together. LookThe look of this is different than the other types of energy drinks I have looked at. The main difference being that it is in a bottle and not a can. A bottle is easier to use during fitness activities, so it makes sense that they would use a bottle over a can. One of their competitors, Lucazade, also use a bottle for their energy drinks. The bottle features a thin black label that features the name & logo of the product as well we flavour & sport ingredients that make the bottle look more appealing to an audience member that is into fitness.OwnershipThe Coca-Cola Company manufactures and markets the sports drink Powerade. They invented this drink in 1988.

Overview of Product

Use this space to give an overview of the product. You should include:WebsiteThe website for Powerade is very similar to ones show previously, like the one for Red Bull & Monster. There is a large image featured at the top, just like on the previous two websites (I believe this is a common theme for these kinds of websites). The theme on the website follows the same colour scheme as found on a bottle of Powerade. I have noticed all the websites, apart from the Organic Energy one. Black, blue & white are the primary colours used (and I have explained what they mean on the previous slide). Also featured on the front page of the website is one of their female sponsors, Olympian Jessica Ennis. This is a great sponsorship deal as it 1) features a female, so this will appeal to both genders 2) she is a world class sportswoman, so is an aspiration for the target audience. There is also a strong social media aspect coming through from the website. You can see many social media links throughout, including on the large image with the sponsor which says ‘join us on Facebook’. Their target audience are avid social media users & having a strong social media presence when advertising these days is essential to a strong company. You will also find on the website links to fitness & other features that will be useful to the target audience.

Analysis of advert

Use this space to give an overview advertising for this product. You should include:Intended audienceThe intended audience for this product was mentioned on the previous slide. People will notice these advertisements & will hopefully be inspired to purchase this sports energy drink the next time they decide to go to the gym. MediumI have found two different mediums Powerade. A TV advert & a poster. The TV advertisement would be played during a sports programme or a sports game. It’s targeted at people who enjoy sporting events and such. You can also believe that the Powerade poster would be put up around places where exercise would be done e.g. at a gym. Design and style (layout, fonts, colours, imagery) & ContentThe first type of advertising i am going to talk about is the poster. Two thirds of the poster is image. And this can be split into two. The first half you can see the bottle of Powerade & in the other half you can see a basketball player. These two images merge together with blue-like vapour which surrounds him and the bottle. This shows how the Powerade stays with him whilst playing his sport. The final third of the picture is writing , which features white words (same colour as name of product) & smaller blue words (same colour of product). These describe what the product will do/what it will help you with. The blue, black & white colour scheme is apparent again just like with the bottle and the website. The second type of advertising i am going to talk about is the TV advert. It was for Fifa World Cup 2014, as they were the sports drink sponsor. In the advert, many different people were featured, from normal people to athletes to famous football players. I believe this is a very strong TV advertisement for such an important sporting event as it doesn’t just target its target audience, but everyone that is watching the World Cup. It also shows the bottle being drank often within the advertisement. Factors of persuasionReward Power: You are told from these advertisements that you will essentially be a better athlete if you drink Powerade whist playing your sport. Referent Power: If the person that has witnessed the advertisement has an interest in something like a sport/fitness, you can expect that they would pay attention to this advertisement because the message is associated to them.