e

1. Research
Sam Fielden

2. Existing Product
Above is three different energy drink styles and designs. I have chosen these cans as they all have
aspects that I would like to use in my own work. The energy drink on the left is a cheap store brand
energy drink which has simple designing. It’s main selling point is that it is cheap however, I like the
colour scheme of grey red and yellow. This drink has basic design features but still looks good. The Red
Bull (middle photo) has a more complex design using different shapes, more colour and even a text
banner at the bottom. This design is very appealing, however the main thing that I like about it is the
logo. I would like to use the logo that I will create in this way as it stands out to the person who sees it.
The use of bolder colours on the logo to make it more eye catching is also important as it would help
people remember the logo. Finally, the Monster energy drink uses one main colour to bring attention
to the logo. Using a bright colour such as the green one on this can is something that I would like to do
with my work as It really shows off the logo. Another thing I like about this design is the white font as
it keeps the design simple whilst compliment the black on the can and making the text readable.

3. Existing Product
This is the selling
point of the
product. The aim is
to encourage
athletes and
people interested
in sports to buy
the drink as it
would be
beneficial for
them.
Celebrity endorsements are
used to make the
product/brand seem more
trustworthy. Gareth bale is
used here as he is a popular
footballer and this will help
spread the popularity of the
product. Sports drinks will
use a sportsperson/athlete to
sell their product as the
audience is more likely to be
people who take parts in
these activities.
The advertising uses
inspirational speech to try
and encourage the reader to
buy the product. This works
as it uses powerful phrases
to persuade the reader into
buying the drink.
The product image is not
the focus of the advert,
but is clearly shown so that
the reader knows what the
advert is for. In this
example the celebrity is
the focus to draw in more
viewers and get more
attention.
The advert uses a
long paragraph
filled with phrases
and words to make
them believe that
this drink will help
their performance
and ability.
This advert was actually
banned as it misled the
audience. It is important not
to do this as it could end in
lawsuits and wasted money.
The advert uses colour schemes
to try and sell their product. The
blue colour suggests
refreshment and cooling, which
is ideal if you are using a sports
drink, the yellow colour
suggests energy as it is more
vibrant and a warmer colour.

4. Existing Product
The use of red bull
logos on every surface
is used to remind
people which company
is sponsoring this
event. Even though no
Red Bull drink is
actually shown
throughout this event,
it resonates with
people as it is a
memorable moment.
The name “Red Bull
Stratos” for this
event is also
important as
whenever people go
back to look at this
event, they will be
reminded who ran it
and funded this
mission.
Red Bull is notorious for
sponsoring daredevil
stunts and activities,
meaning when people
think of Red bull, they
think of all of the people
that have done daring and
dangerous things. It is
essentially promoting a
“cool” lifestyle instead of
the drink.
Using a publicised
events is a good
way to promote
your brand as
more people are
able to see your
advertising and
sponsorship.

5. Existing Product
Product clearly
displayed so that
viewer will
recognise it, making
them more likely to
purchase it.
The background uses
nature and a mountain
scenery to imply that it is
natural, fresh and pure.
The slogan is used to
associate the drink with all
of the best parts of Britain,
therefore people are more
likely to buy it as they link
it with their country.
Logo I clearly displayed so
that the viewer is more
likely to recognise and
purchase the product.
The bottle label uses
the brightest colours to
attract the viewers eye
to it.
Blue colour suggests refreshment
and cooling whereas the green
colour suggests the drink is
natural and purer. It creates the
idea that this water is clean and
good for you.

6. Existing Product Uses facts
about the
drink to make
the reader
think that it
would be
beneficial for
them to drink
it.
The product logo is
used to help the
viewer remember
this product and
brand incase they
see it in a shop. This
would boost the
likelihood that they
would purchase this
product.
Call to action (#powerthrough) encourages
people to talk about the product online,
which is essentially free advertising to
improve the brands popularity.
The use of the
light blue
colour and
crashing ice
chunks imply
that the drink
is refreshing
and cooling.
Bottle is the main focus
of the advert and uses
well placed lighting to
highlight it on the
page.

7. Common Features of Sports Drink
Advertising (Research Analysis)
• Most of the advertisements shown above use an image of the product.
They usually present them on the left or right of the frame and use
other images and text to promote the product. The text that is shown
on the advert usually contains some of the same features: Call to
action, tagline, product name and information about the drink. All of
the adverts use a logo somewhere in the frame, whether it be on the
drink container or on the text area. I will be using some or most of
these common features for my product as they will help sell it. I will be
including a logo as it is vital information for a possible consumer if you
want them to remember the brand or company. The more people that
recognize the brand means that there would be more purchases. I will
also be including images of the product as it means that people would
be more likely to buy it I they saw and recognized it in a shop. Another
feature I will be including is a celebrity endorsement/promotion such
as on the Lucozade advert. This is because if possible consumers see
famous or influential people using the product they will be enticed to
purchase and try it themselves. It also means that the consumer would
be more likely to believe the claims that you make about your product
such as “Lucozade Hydrates you Better Than Water”.

8. Questionnaire Analysis

9. Audience research
• Observation: My audience is comprised of equal males and
females.
• How will your product appeal to this audience: It will have to
have features that neither are designed for males or females
and use features that will appeal to both of the genders.

10. Audience research
• Observation: The vast majority of my audience is aged between 16-20
(teenagers)
• What this says about my audience: My audience is mostly comprised
of younger people/young adults.
• How will your product appeal to this audience: I will have to use
features that will appeal to younger people such as: brighter colours,
different textures and interesting drink container shapes.

11. Audience research
• Observation: The majority of people in my audience occasionally drink sports or
energy drinks.
• What this says about my audience: They are not hugely interested in energy or
sports drinks and do not drink them often.
• How will your product appeal to this audience: I would need to have drink features
that would encourage them to drink my product (such as reduced sugars or extra
vitamins and minerals).

12. Audience research
• Observation: people who don’t buy energy drinks often tend to not buy
them due to the unhealthy nature of them.
• What this says about my audience: My audience are health conscious.
• How will your product appeal to this audience: I would have to make a
healthier energy drink by making it sugar free or removing additives.

13. Audience research
• Observation: The majority of people agreed that the drink container’s
design is important when choosing an energy drink.
• What this says about my audience: They are interested in buying drinks
due to how they appear.
• How will your product appeal to this audience: use different colour
designs and textures on the can to make it more aesthetically pleasing.

14. Audience research
• Observation: Digital adverts are more appealing to the audience.
• What this says about my audience: This tells me that the audience
use technology such as: mobile phones, tablets, laptops, TV’s, and
computers
• How will your product appeal to this audience: I will advertise on
areas such as social media to improve it’s popularity with the
audience.

15. Audience research
• Observation: The audience generally agrees that a good advert includes a strong
visual representation of the drink.
• What this says about my audience: They are interested in designs and artistic
representations of the product.
• How will your product appeal to this audience: I will create advertisements that
represent how I want my product to appear using artistic features, and colourful
imagery.

16. Audience research
• Observation: Overall, This product design was well liked by the audience.
• What this says about my audience: They appreciate simplicity in designs and
features that make the drink stand out and represent itself.
• How will your product appeal to this audience: I will include features that
represent how I want my drink to be interpreted by a consumer or potential
customer.

17. Interviews

18. Interview 1
Q: What are the key design features that you look for
when purchasing an energy drink?
A: The packaging and the flavour.
Q: How much would you want to spend on an energy
drink?
A: £1.
Q: What is most important about the drink when
purchasing, the contents of the drink or the taste?
A: Taste nice, low calorie.
Q: Would you prefer an energy drink that was marketed
as a healthier alternative to a standard energy drink?
A: Definitely.

19. Interview 1
• Observation: The interviewee wanted an energy
drink that is healthier and has reduced sugar and
calories.
• What this says about my audience: This says that
my audience I health conscious and cares about
what they put into their body.
• How will your product appeal to this audience: I
would have to use make a healthier drink or a
sugar free version of the drink for them, to
increase the chance of them buying it.

20. Interview 2
Q: What are the key design features that you look for
when purchasing an energy drink?
A: bright colours and textures.
Q: How much would you want to spend on an energy
drink?
A:£1-£2.
Q: What is most important about the drink when
purchasing, the contents of the drink or the taste?
A: the taste of the drink .
Q: Would you prefer an energy drink that was marketed
as a healthier alternative to a standard energy drink?
A: standard energy drink with lots of sugar.

21. Interview 2
• Observation: The interviewee said that the price
range they were willing to pay for an energy drink
was £1-£2.
• What this says about my audience: This says that
my audience are willing to pay more money for
energy drinks as many of them can be found in
the ranges of 35p-70p.
• How will your product appeal to this audience: I
will make a product that will cost less than £1-£2
but wit the same qualities of other energy drinks
in that price range to maximise sales.

22. Bibliography

23. Bibliography
1. Crossley, O. (2021) Target Audience Interviews (conducted on 5/3/2021)
2. Crossley, O. (2021) Target Audience Research Survey (conducted on 3/3/2021)
3. ETBrandEquity. (2019). In the World Cup season Coca-Cola launches new sports drink. Available:
https://brandequity.economictimes.indiatimes.com/news/advertising/in-the-world-cup-season-
coca-cola-launches-new-sports-drink/69860397. Last accessed 8/3/2021.
4. Fielden, S. (2021) Target Audience Research Survey (conducted on 3/3/2021)
5. Holmes, B. (2021) Target Audience Research Survey (conducted on 3/3/2021)
6. Johnson, K. (2021) Target Audience Research Survey (conducted on 3/3/2021)
7. Lynn, E. (2013). Red Bull Stratos. Available: https://www.campaignlive.co.uk/article/red-bull-
stratos/1167685. Last accessed 8/3/2021.
8. Moatshe, T. (2021) Target Audience Research Survey (conducted on 3/3/2021)
9. Page, L. (2021) Target Audience Research Survey (conducted on 3/3/2021)
10. Sanderson, N. (2021) Target Audience Interviews (conducted on 5/3/2021)
11. Shephard, A. (2021) Target Audience Research Survey (conducted on 3/3/2021)
12. Sweney, M. (2014). Lucozade Sport campaign featuring Gareth Bale is banned. Available:
https://www.theguardian.com/media/2014/jan/08/lucozade-sport-campaign-gareth-bale-banned-
advertising. Last accessed 8/3/2021.
13. Swift, M. (2013). Buxton Water - 'Drop'. Available: https://vimeo.com/68124769. Last accessed
8/3/2021.
14. Turley, M. (2021) Target Audience Research Survey (conducted on 3/3/2021)