2. Overview of Product: Red Bull
Red bull has been running for 26 years. The company was founded by Dietrich
Mateschitz in the mid 1980s, he firstly began developing the formula of red bull and
then wenton to developing the unique marketing concept of the item.
Red bulls company was founded in Austria, which is where it’s first can was sold on
April 1st 1987.
The target market of red bull is young men usually aged around 16-27. The logo for
red bull is ‘it gives you wings’ which is very inspiring for young men because it
suggests that by drinking the drink you can achieve what you want in life,
which Is usually associated with a type of
sport. By encouraging this even more red bull
sponsors a wide variety of different sports
including biking, BMX, motocross,
windsurfing, snowboarding, skateboarding,
kayaking, wakeboarding, cliff-diving, surfing,
skating, freestyle motocross, rally, Formula 1
racing, to breakdancing; where there logo is
shown everywhere, this is a good technique
to get the brand well known and has worked
amazingly as the company and name is
known worldwide and is the most popular
energy drink there is.
3. Overview of Product
Red bull also uses music and celebrities such as Eminem to promote their
product to their target audience (young men) this is called star power,
because people can see it as if Eminem likes it, it must be good, they use
a celebrity figure who is popular with the target audience for another way
to gain more audience.
Red Bulls bottle is slim and small like other energy drinks. Usually energy
drinks aimed at men are big and thick, although this suggests that it may
be targeting females also.
Another thing the company red bull does is do events such as cliff jumping
and will always be wearing or have something with the red bull logo on, a
lot of Red Bull advertising is doing this and because these events are so
extreme they are shown all over the place such as on TV, on social
networking sites etc, which people will always click on and watch,
especially the target audience. This is another good way of promoting and
advertising the product because it shows that it ‘gives you wings’ which is
the slogan and it spurs young men on to have the drink and then they can
do such extreme activities, which is something called ‘reward power’ it
shows them that once having the drink something beneficial and positive
can happen.
4. Analysis of advert
fonts,
This is the tv advert that they use,
which consists of showing cartoon
characters trying to achieve
something and it not happening,
then they open a can of red bull and
drink it and gain wings and
achieving.
The adverts are
childish and don’t
totally fit with the target
audience but I think the
intention was the
adverts to get so
recognized and well
known that everywhere
you see these types of
drawings you
immediately associate
them with red bull.
Always showing the colours of the
product in the adverts. The red
and blue contrast has worked well
because the two colours
associated together people
recognise as red bull most often.
This advert in particular was removed from the tv as it began receiving complaints about a child at a strip
club in the advert, which is understandable but the advert is clever. It consists of a young boy asking his
mum if he is allowed to go to a strip club and the mum states ‘when pigs fly’ and knowing that red bulls
logo was ‘it gives you wings’ the young boy feeds it to the pigs, they fly, and he gets his way and goes to
the strip club, which intentionally will persuade the target group to drink red bull. The advert also comes
across as funny and because there are different variations of the adverts people like to watch them to see
what would happen in the next one. The hyperdermic needle theory is involved with this because
everyone knows that it won’t actually give you wings but because the company is telling you it will you will
sort of believe it.
5. Analysis of advert
Will appeal to men because of
there status and wanting to
take charge with everything.
(referent power)
Recognisable logo, big and bold
for everyone to notice straight
away. They have made the
background dull and and plain, so
the logo stands out and it will be
the first thing you see to know
straight away that red bull
sponsors the event.
Star power&expert power:
showing that a celebrity and
expert will be there, which will
encourage you to go and it
promotes the brand. This will
assure you that the energy drink
is brilliant because it sponsors so
many popular events and is
clearly a big part of them also
In association with twitter,
the hash tag is something
that you can place in a tweet
which people will click on
and see what is being talked
about with the hash tag, this
is a way that people can also
promote the brand and the
event that is happening.
Persuades people to also check it out online
and get involved them selves with the event.
(audience involvement)
6. Overview of Product: Lucozade
Locozade has a different outcome to what Red bull does, they suggest that it hydrates you better then water,
so they are still on the same subject of sport but red bulls concept is it gives you wings for that sport and
wakes you up for it and Lucozade is more of a it revives you to continue and hydrates you.
Lucozade was founded in 1927 and was originally made for a recovery of illness and in 1982 repositioned
itself to become a drink that replaces loss of energy. The name was first originated as ‘glucozade’ because of
the glucose it contained, the drink was offered at hospitals to make someone feel better, which worked.
Lucozade now has a different picture and is still provided as a healthy energy substance but more targeted at
people who engage in a lot of sport. The drink is often used for people who have diabetes as well.
GlaxoSmithKline were the company that used to own Lucozade, until 2013 then Japanese conglomerate
Suntory took over for 1.35 billion £.
Lucozade is currently being produced at the Royal Forest Factory in Coleford, Gloucestershire, in the Forest
of Dean, England.
Unlike other energy drinks Lucozade has a research arm known as The Lucozade Sports Science Academy,
which has been carrying out nutritional research for over 30 years. It works in partnership with leading
universities, coaches, nutritionists, and sports professionals. This reassures audiences’ that research has
been carried out with the drink so it suggests that experts have proved that what Lucozade are telling us is
true (hydrates you better than water) unlike Red Bull who just use their slogan as a remembering the brand
technique and also for a sort of act to show a dream.
The logo depends of what type of drink it is whether it is lucozade sport, which includes light yellow and blue
colours. Lucozade energy which is more orange, red and black colours and Lucozade revive which is pink
and white colours. Which can split up the audience into different categories eg, Revive-females, sport-males.
7. These are 3 different banners that are shown on the
official Lucozade website. It includes the 3 different
main drinks that Lucozade provides:
Lucozade energy: refueling the good times.
Lucozade Revive: Revive your afternoon.
Lucozade sport: hydrates you better than water.
These are all little slogans they use to appeal to the
target audience, all 3 have a similar audience but are
unique to their own;
For example. The top one ‘Lucozade energy’ is clearly
targeted at young people both male and female, as it
clearly shows in the picture, it suggests that it is
aimed at people who like to go out and have fun with
their friends and need a drink to keep them hyped up.
The middle one ‘Lucozade revive’ is aimed at
females, as you can see the colours used are pink
and it shows that it is made up of natural resources
which females are usually more interested in. This
one suggests that if you need something to keep you
going than this is the drink.
The last one ‘Lucozade sport’ is clearly targeted at
men when they are carrying out a sporting activity as
you can see from the man model and the colours
indicated. It shows that it is better at hydrating you
then water is when competing in a sport of exercise,
this is very appealing to the audience because
everyone needs to have a drink to hydrate them and
this shows it is better and is prove scientifically
(expert power)
8. Tv ad
Star power: Steven Gerard is a well
known football player for Liverpool and
England. He features in the new
lucozade advert as being hydrated by
the lucozade in the gym.
Having Garrard in the
advert is very beneficial for
advertising because it
appeals to the target
audience and further,
because when he is shown
on the TV screen not on a
football match people
immediately wonder what
he is on the adverts for, this
makes the watch the advert
and wait to see what it is,
therefore seeing that he is
using Lucozade on a
regular bases and
persuading fans to drink it.
9. Magazine Ad
Star power: showing
famous football and
American football players
in the adverts to persuade
their fans to buy the drink
Expert power:
this is proven
by scientists
that it Is true,
which assures
you it is correct
and persuades
you to drink
whilst doing
exercise.
Appealing to England and
football fans because it suggests
that all the England team really
benefit from the product,
therefore it must be good
10. Overview of product: Scheckters
This drink is not as popular as the other drinks I had talked about, this isn’t just due to the
healthy aspect of the drink but largely to do with the advertising and promotion. Lucozade and
Red Bull are big companies that are known worldwide which is good for promotion.
Scheckters Organic Energy drink uses basic colours which are green and red and has a plain
white background. The green indicates that it is healthy and organic and red indicates that it
gives you energy. I do not think the name is that promising considering it says organic energy, it
doesn't’t persuade me to want to drink it. However, this suggests that the target audience is not
my age and is more for older people.
I think the target audience is 18--30 from research, because it is not as popular as red bull and
Lucozade as an energy drink, which can widen the target audience and not make it as clear.
This product offers referent power because it is Vegetarian approved and fairtrade which can fit
in with the target audiences needs because the target audience will be either vegetarians or
people who like to drink more natural substances and things that don’t damage your health and
they will approve of the fair trade.
This drink is different from Red Bull and Lucozade as they are very popular and known
worldwide, therefore they can use a lot of other persuasion techniques like star power, because
they have the money to do so.
11. Toby Scheckter was the founder of Scheckter's Organic Beverages and he was raised
on his family's organic farm, Laverstoke Park, one of the world's leading organic farms
based in the UK.
Toby and his brother spent 2 years combining the ingredients that they liked most and
then came up with the Organic energy drink which was the first energy drink to be
made up 100% of natural ingredients and fair-trade approved. The drink uses no
artificial colours, no artificial flavours and no artificial preservatives. All the ingredients
are organic, 100% natural and independently approved.
This drink provides a sustained energy deliverance, because they use a balance of the
ingredients it helps the energy release happen slowly over a long period of time,
whereas with Red Bull, there energy supply is realised quite fast because of the high
caffeine intake, so the energy supply will run out over the course of a short time.
There is a lite and normal type of the drink also, which contains less caffeine. They
both give a source of energy out but one has more then the other.
The energy drink doesn’t really have any adverts but if they were to have an advert I
think it would look quite green and be based around the themed colours, and also
have information about the natural ingredients on it and have a picture of the can itself
maybe a model who is based in the target audience on as well.
12. Analysis of advert
Shows that it is popular and healthy for kids to drink but still
tastes sweet and nice like the unhealthy drinks they had
been drinking
Gives us an idea of the target
audience. Suggests that it is a
young adults audience and that
they all are full of energy which can
persuade people to buy the drink
Plain blue and green
background, showing the
people outside, which suggests
they’re healthy and outgoing
Shows factors
and figures at
the bottom
which can also
persuade
people to buy
the drink,
because it
shows that it is
healthy and
what health
benefits it can
give you
13. Overview of Product: Little Big Shot Energy
Little big shot energy is an Energy drink made up of natural substances, fruits and vitamins to
give you a more natural energy boost. This is advertised as healthy unlike the other energy
drinks that are filled with bad ingredients.
Little big shot can be for ages 8+ and is suitable for pregnant women to drink, however most
energy drinks are not and are usually for over 16 year olds because of the caffeine intake.
The target audience for this drink is females of any age, because this is one of the only energy
drinks from a can that young people can drink, they aim it at young people as well. It also has a
cartoon type apple on the front of the can with bright colours, which suggests this. It is 100%
fruit juice this can also persuade mothers to buy it for their children.
The logo is filled with colour which attracts a female audience as they usually look at a drink
and read it before they drink it, this is also why they have included the ingredients on the front of
the can to persuade the audience to drink it. Eg ‘no caffeine’ ‘no taurine’ and ‘100% fruit juice’
Wishaw entrepreneur Bert Jukes launched Little Big Shot energy drink and
They also have the vegetarian society approved logo, which shows that the drink is suitable for
vegetarians as well, which can encourage them to buy the product because, again, there are
not many drinks that are suitable for vegetarians. The drink is also gluten free and safe for
pregnant women. This all suggests that the drink provides things other energy drinks are not
willing to.
14. Overview of Product
This energy drink is not as popular as Red Bull or Lucozade however is more known then
Organic Energy. Because these energy drinks are healthy and beat the concept of buying an
energy for the sweet taste, it makes them not as popular. Energy drinks are most targeted at a
young audience because they’re the people who are interested and not usually bothered about
how unhealthy they are. The more natural energy drinks are more likely to be consumed by
parents or kids of parents because they see the good side of the energy drink and because they
don’t usually go for energy drinks to buy, this makes them more unpopular.
Little Big Shot provides Reward Power because it suggests that it provides a healthy source of
boosted energy, which is a good thing to have, whereas with Red Bull you get a boosted energy
but not from healthy ingredients. It also includes Referent power, because it states all over the
can that the energy drink is made up of healthy and natural ingredients, this fits in with the
target audiences needs.
Little Big Shot and Organic Energy are not a well known company like Lucozade and Red Bull
so they usually don’t provide any star power or expert due to the amount it costs for them to
work on an advert. Usually star power is interpreted with a product when the product is already
well known and making lots of money so introducing star power to it usually doesn’t effect the
money they have that much.
On the back of the can it says ‘big brothers, big sisters’ ‘it’s not just a donation it’s an investment
in a child's future’. This is another good feature that this energy drink have, they’re involved with
charities. What the company littlebig shot do is donate a percentage of there profit they get
each year to people who need it like the big brothers big sisters charity which is an organisation
is to help children reach their potential.
15. Simple but effective advert, uses only the
themed colours (red and green) which is on the
bottle and the fruit. They use the colours of the
ingredients on the theme to suggest that it’s red
fruits like berries and apples and also use the
green to connote it’s healthy
Uses a plain white background so your
Its nature, is in a different colour eye is drawn to everything else.
(green) to draw your eye to this. They
have done this because the first thing
they want you to know and see is that
the product is made up of natural
substances and is healthy.
The only text they have provided at the bottom is
‘no caffeine, no taurine, 100% real fruit goodness’
which is clever because that’s the only information
they want the audience to see, this is because all
they want to show is that it is healthy.
Audience interaction,
they want you to learn
more and get involved
with the drink and
company on social
networking sites. They
do this so you have
some interaction and
also for you to talk about
the drink which is an
advertising technique.
