1. Unit 62 and 1 – Task 3a
As part of my research in advertising the new brand of energy drink for I have been asked by the
company Swift Production Inc., which I working in collaboration which the Fizz Drink Inc . company
to look into the following areas such as competitors, Products, ingredients, labelling and cost to gain
some inspiration and ideas of how we can promote the new brand of Energy drink named Swift. The
Competitor of the Swift product I’m going to uses is another popular brand of energy drink named
PowerAde.
Competitors of powerade
PowerAde’s mains competitors are Gatorade and Lucozade. Gatorade was marketed by a
company called the Quaker Oats company which is part of the Pepsi Co. company and was
promoted by the university of Florida in 1965. Gatorade held 70 % of the PowerAde’s 28.5%
marketing. Another main competitor of PowerAde in a famous Brand of energy Drink called
Lucozade. Lucozade is a brand of energy drink which has produced since 1927, by a
pharmacy company now known as (GlaxoSmithKline) and competes against PowerAde and
Lucozade’s marketing.
The Ingredient within the energy drink PowerAde
The ingredients of PowerAde contain Water, High fructose syrup, salt, potassium citrate,
Phenylalanine, sucralose, Sodium citrate, Malic acid, potassium phosphate , Vitamin B6 and
Vitamin B2.
Daniel Woolley

2. Nutritional Ingredients
Labelling
The Older labelling of PowerAde
Daniel Woolley
This is one of the older labels for the
energy drink PowerAde. The colour
blue and the cartoon images of
competitors participating in sport
connotes the drink could have been
manufactured and sold for
participants of the Olympics. The
colour Blue is colour that could
connote that the drink is refreshing
and cooling. We will look to use
some of their ideas and illustration
when we come to design a label for
the product of energy drink we are
going to advertise.

3. The Newer labelling of PowerAde
This is one of the newer versions of
labelling for PowerAde. The colour
scheme is limited the Blue and
Black. The overall layout of the label
isn’t as noticeable and looks plain.
However we may use some of the
font style when we come to design
the logo for our product “Swift.”
The variation in the cost of PowerAde across a well known range of
supermarkets
The average price of PowerAde over the past year is £ 1.01. However the highest price of
PowerAde over the past year is £1.19 and today’s price is 80% more than the highest Price
PowerAde is sold at which is £1.19. This mainly applies to the supermarkets such as Tesco
and Sainsbury’s. This also applies mainly to the cherry version of PowerAde.
This is a graphic showing how the cost of PowerAde has change in local Supermarkets over
the passed year
Po
werAde Flavourings and other products
Berry and Tropical
Cherry
Orange
Lime
Zero Berry and Tropical
Zero red fruits
Energy- Berry
Energy- Orange
Daniel Woolley

4. Monster the Energy Drink
Competitors of Monster
The main competitors of the monster energy drink are Redbull, Rockstar, V drink. Redbull is
an energy drink which is sold by the Australian company Redbull GmbH which was founded
in 1987.
However Rockstar had 14% of the US energy drink I the market in 2008 and in 2009 Rockstar
was available in over 20 countries across the US. Rockstar then switched manufacturers
from Coca- Cola to PepsiCo in the summer of 2009.
V drink is a brand of energy drink which is produced by Frucor Beverage Ltd from the year
1997. In the year OF 2003 in local supermarkets and service stations V had market shares of
60% or more in New Zealand an up to 53% in Australia which made it most popular energy
drink in both of these countries.
Daniel Woolley

5. The ingredients of monster the energy drink
The ingredients of the Monster energy drink consists of Carbonated water, Sucrose,
Glucose, Citric acid, natural flavours, Taurine, Sodium Critrate, Colour added, Panax Ginseng
root extract, L- carnitine, Caffeine , Sorbic acid, benzoic acid, niacinamide, Sodium Chloride,
glucuronolactone, inositol, guarana seed extract, Pyridoxine, hydrochloride, Sucralose,
Riboflavin, maltodextrin and Cyanocobalamin.
The Nutritional Ingredients of Monster
Labelling
Old Labelling for Monster the energy drink
Daniel Woolley
This is the newest labelling for the
energy drink monster. The “M” on
the labelling looks like its breaking
through the surface of the can. This
could suggest that the boost of
energy give to the person drinking
this drink is unstoppable. I will
probably use element of the green
and distorted writing on the can of
which we have to design the label
for which is “Swift.”

6. This is a newer style of labelling for
the energy drink monster. The blue
colour of the can connotes that the
drink is refreshing and make you
feel cool and full of energy. I will
probably use aspects of this design
in our design for our new brand of
energy drink “Swift.”
The costings of the Monster energy drink
A single Monster can costs in local supermarkets such as Tesco, Sainburys and Morrisons
cost on average £ 1.50 to £2.00. However the packs of for cost on average £ 4.99.
Boost the energy drink
Daniel Woolley

7. The History of the energy drink Boost
Simon Gray promoted Boost drinks in 2001 and is now the UKs largest 2 nd largest energy
drinks brand selling nearly 20 different products across the Boost energy, Boost active and
Boost Sport ranges. It is only brand that that includes all three types of functional drinks
which consist of motivation energy, glucose/ sugar and Sport and isotonic. The recent additions to
the Boost sports range include Tropical Berry Flavour and Boost Citrus energy.
The slogan based on Boosts marketing campaign is “It’s a no brainer”, this links in with the fact that
Boost offers great tasting product at a satisfying price.
In 2011, the Boost franchise sold up to five million cases of its products. It was also sold across
Ireland and the UK, Boost also deliver their products to 16 countries worldwide which include
Sweden, Spain, Brazil, Sri Lanka and South Africa.
The ingredients in Boost the Energy Drink
The ingredients in Boost the fizzy energy drink consist of Carbonated water, Sugar, GlucoseFructose Syrup, Citirc Acid, Taurine(0.4%), Flavouring ( including Caffeine (0.03%)), Acidity
Regulator ( Sodium Citrate), Inositol, Colour ( Ammonia Caramel), Preservative ( Sodium
Benzoate), Vitamins( Naicin, Pantothetnic Acid, B6 Riboflavin, B12).
Labelling of the energy drink boost
This is the traditional style of
labelling used on the Boost energy
drink can. The blue and white
background I made to look as if the
fuel is escaping and rising. This
connotes that by drinking this
product your speed and your
stamina will rise giving you a
everlasting physical energy boost
which will increase speed and
higher your levels of participation in
physical activity. I will take ideas
from the layout of the labelling of
the can when I come to design the
label for the labelling of our new
brand of energy drink “ Swift.”
Daniel Woolley

8. Daniel Woolley