- Monster Energy targets a younger demographic with its bright green logo and sponsorship of young celebrities and niche sports. Its logo, packaging, and website prominently feature black and neon green colors. - The Monster Energy logo uses black and bright neon green colors to stand out and convey the brand as bold. The neon green represents claws, suggesting the drink gives the consumer power. - Monster Energy maintains consistency across its promotions by always using the same black and neon green color scheme in logos, ads, packaging, and on its website. This familiarity is intended to subconsciously influence consumers to purchase the products.

1. Energy Drink
Research
Patrick Gouldsbrough

2. Monster Energy
Target market
I think the company are trying to appeal to a younger
demographic, compared to an older demographic. This is evident
from the bright green used on the logo, contrasted with the black
colouring. As well as this, the people who promote the product,
such as: Lewis Hamilton and Nico Rosberg. Both been young
people themselves, a younger demographic will familiarise
themselves with a product because celebrities in the same age
bracket are endorsing this product. As for a gender demographic, I
would say this is less obvious than the age demographic. When
you first go onto the Monster website, you see the black and dull
colours and the logo which includes the tears or claw marks of ‘a
monster’. These features would be much more orientated
towards a male demographic, although this shouldn’t be
generalised, just because of the colouring of the website and
packaging.
Logo
The first thing that you notice about the monster energy drink
company logo are the colours. The restrained black with the bright
neon green contrasts to make the logo stand out and look striking.
This tell you something about the company, they are bold and
want to be striking and in peoples faces to advertise they’re
products, not just advertise the traditional way After that, you
start to notice that the neon part represents the claws of the
‘monster’ which suggests this company and drink gives you some
form of powers of a monster, as well as been intriguing and
enigmatic.
Sponsors/endor
sements

3. Monster Energy
Corporate colours
The black and green that are used in the companies logo and website
are used because they are striking and help to promote their bold and
bright company. Monster also tend to keep these corporate colours
consistent throughout all mediums of promotion. Whether it be
television advertisements, magazine advertisement or company logo,
the company go for the same colour scheme throughout. This is to
enable the audience to maintain a familiarisation with the colour and
the brand, to the point where those colours can be linked with the
company and it’s subconsciously getting the consumer to buy the
products.
Look
As you can see from the majority of products available in the
monster energy range, there is one similarity between them
all. As previously stated, the more restrained colour is
contrasted with the brighter colour to make the logo and the
website look striking. The look of the products are no
different, most of the cans have a restrained colour as the
main colour and then have the striking colour of the logo.

4. Website
The colours of the website are in keeping with the rest of the
monster energy products (drinks, adverts, etc.) that are
available. All the main page is black (a restrained colour)
teamed with the traditional monster energy logo of bold neon
green that stands out. As well as this, the text is white to
contrast with the black and the grey on the page, while the font
is clear and easy to read and is also in capital letters to be
easily readable and helps it be seen. Even though your eyes
are drawn to the monster logo as soon as you click on the
website, the text is a secondary thing that stands out on the
page, monster have got you to read the intended text on the
website, therefore fulfilling the purpose of the website.
Ownership
Monster energy is owned by the Monster beverage company,
California. Key people in this particular company are Rodney
Sacks and Hilton Schlosberg. Unusually, going through all the
features of the website and adverts made me think that the
owners and chairmen of monster beverage company will be
young, due to the younger demographic been targeted by their
products, however, they are older and have managed to create
a popular product for a different target audience than
themselves by just product and customer analysis and not
personal knowledge.

5. Factors of persuasion – This advert features
two factors of persuasion: 1) they use
professional motocross riders to advertise
their products, which can be categorised as
star power 2) Like every other energy drink ,
monster energy promises to give the consumer
a kick of energy, which, in certain
circumstances, can be beneficial tot the
consumer.
Medium– This was a television ad
campaign (broadcast), so
therefore was viewed by more
people, compared to if it was a
print or an E-media
advertisement.
Intended audience – Without
making generalisations and
assumptions about the age
and the gender of the target
demographic, I would say this
advert is tailored to a younger
audience, due to the sport in
this advertisement not been
exclusively, but highly watched
and done by a younger person.
As for the gender that is been
targeted in this advert, I would
say it’s a male orientated
advert, due to the nature of
the advert (the motocross
bikes would generate more
interest from a male audience,
but not always). The younger
demographic would therefore
be the medium for this
advertisement.
Content – As expected from
the bold and striking
company, this advert wasn’t
restrained. Full of action,
monster energy products and
bright colours, this advert
definitely targets a younger
audience. The energy drinks
products and the bright
colours have been addressed,
but the subject of action
hasn’t. Even though action
isn’t a fundamentally younger
demographic thing, different
audience types will look for
various things in adverts that
will persuade them to buy it.
Younger audiences might look
for action and a fast paced
narrative, while an older
demographic may desire a
more professionally, well-made
product
Design and style (layout, fonts, colours, imagery) – The layout doesn’t really apply to a broadcast platform advertisement and
can’t be analysed. As for the fonts used, not much text was used on the advert, however, the traditional monster energy font used
on all bottles and products were used throughout. This would therefore lead to subliminal messaging and subconscious buying
from the consumer of this and other adverts. From analysis of the company, we saw that the company and logos were bold and
bright. This did not change for the advertisement: as well as the logo been featured heavily in the product, the general colours
that were used were bold and bright, which also links to the target audience. A younger demographic are usually, but not always,
enticed towards products with brighter colours. The Monster energy company will hope that this feature is utilised in the advert
and manage to target the intended audience, which seems to be a younger one.

6. Intended audience – A similar audience to the last
advert would be the intended demographic for this
advert also. Like previously stated, the neon and
bright colours entice a younger audience, compare to
an older one. As well as this , the advert has an added
injection of colour through the splash of neon green.
Whether it’s suggesting that the energy drink is this
colour or the company are keeping some continuity
with the green and are further trying to familiarise
the consumer with their corporate colours. However,
the intended audiences of the two adverts I have
picked out are not the same. This is due to the
relatively professional and restrained colour set the
company has selected for this particular ad
campaign. This would therefore increase the target
audience, which might have been the company
waning to target a bigger market with their energy
drinks, instead of their usual younger demographic.
Medium – This advert is a print based advert, which is evident from the
use of text at the bottom right of the frame. In television adverts, the
use of text is restricted for fear of the audience missing it, but a print
advert can feature as much text as required and necessary. Another
way this advert can be distinguished from a television advert is that this
advert isn’t striking or eye-catching enough to be a broadcast platform
advert. Adverts on television have to be memorable and striking and
must entice the audience from the start of the advert. This advert
contrasts colours well and will catch the consumers attention, but only
because a print advert stays around, instead of a television advert
which only lasts 30-40 seconds.
Design and style (layout, fonts, colours, imagery) – This advert is
quite clean and free of a lot of text. This shows that the Monster
corp. are more interested in the look of their product rather than
the information and the information linked with it. The clutter free
advert makes the image stand out more and will be more eye-catching
to the consumer, which is good for the producer of this
advert, due to consumers responding better to adverts that aren’t
busy and full of text. The fonts featured on the advert are clear and
easy to read, which suggests this particular print product is trying to
entice a mass market audience. The colour choice of the font is a
direct contrast colour (white) which helps to further the easy to read
nature of the font within the advert frame. The colouring choices on
this advert shows a continuation of most of he monster corporation
averts. Featuring their black and green corporate colours, the advert
allows the consumer to have a subconscious reaction to the advert
by seeing the colour scheme and instantly knowing the producer of
this product. Like most adverts, this advert features the product that
the company are trying to sell. However, unlike other companies,
Monster have not tried to get imagery of an exotic background to
try and sell their product, I stead trying to use the powers of
familiarity of their product.

7. Factors of persuasion – Unlike the last Monster advert, this particular advert
doesn’t use star power to try and sell the product. Instead, this print product
used reward power to try and entice the reader. Mentioning that the ‘monster
army’ is full of top athletes who drink monster so they can maintain their top and
elite status. It also speaks out to the consumer of the product by asking/telling
them to join the monster army. This line makes the consumer feel like the
corporation are personally talking to them, which is a popular technique when
trying to sell a product.
Content – Due to this advert been
a print based advert and the fact
that it hasn’t used any imagery
apart from the product, there aren’t
many elements to this advert. The
green colouring that appears in a
band on the advert is meant signify
the energy drink liquid itself. Due to
the producers deciding to colour it
green on this advert, it adds an
enigmatic element to the advert
which poses the question: Are
monster energy drinks actually
green? These are the types of
questions that the corporation will
want to generate because these
kinds of questions help sell
products to intrigues customers.

8. Overview of Product
Target market – Compared to monster energy drinks, I think the
target demographic age is wider and the gender aspect is more
neutral and a unisex brand. I think this because unlike monster, Red
Bull hold and sponsor events that are targeted at a mass market
and are mainstream, instead of the new up and coming niche sports
that monster energy seem to endorse and sponsor. For example,
Monster sponsors lots of skateboarding events, as well as new
wave bands that a younger demographic would be more interested
and enticed by. Where as Red Bull sponsor a lot of motorsport and
sponsor a lot of athletes including American Football and Basketball
players. Red bull also own a formula one racing team, five football
teams and a handful of rally teams. These sports that red Bull
sponsors and owns are mass market and target a wide range of
demographics, which, in turn, makes Red bull more mass market,
which would therefore mean that an older audience would be the
target market, compared to monster Energy.
Logo – Compared to the Monster energy logo, the red bull
corporate symbol is bright, eye-catching and targets a different
demographic. Instead of having restrained contrasted with bright
colours, the red bull logo uses just the latter. While the Monster
energy logo fulfils it’s purpose of enticing the consumer, Red bull
tries to aim for more a mass market demographic. This is not only
shown by the logo, but in the later sections, it’s also reflected in
their choice of both corporate colours and product colours. Even
though the symbol used on the logo is more masculine, the colours
of this helps to make it more gender neutral and therefore female
accessible. The bold and easy to read font will also make it easier
fro an older audience to be enticed, however, the font is restrained
enough to put the younger demographic off either.

9. Overview of Product
Corporate colours
Even though so far the target demographic and the logo of the product has
suggested a more mass market audience has been targeted, the corporate
colours contradict this. New York Red Bulls (kits on the right) have a white kit
that suggests neutral and therefore a more neutral gender/age market.
However, this is counter-balanced by the addition of the blue kit (far right)
which then suggests a male audience is targeted by the companies corporate
colours. The same can be said for the Formula one team who Red Bull
sponsor, the corporate colours of both the overalls and car suggests a more
male demographic, however, assumptions cannot be made. Not forgetting
that these corporate colours are broadcast all around the world through all
the sports and events Red Bull sponsors. This means that the corporate
colours are almost as important as initial advertisement of products. On the
other hand, Red Bull run so many events and sponsor so many teams/events
that all the corporate events can’t be presented here. So an assumption on a
particular demographic who would be enticed by the corporate colours can’t
be made.
Look
The logo has not been altered for the can like some energy drinks, which
prompts a change in the target demographic. The corporate colours shown
on the right of the screen and predominantly dark blue and targeted to a
make demographic, however, the can has been altered to a lighter blue. This
has two functions: to make the can more eye-catching to the consumer, while
making the product range more gender neutral compared to the corporate
colours. In regards to comparison with competitors, the can definitely
suggests that the product is more gender neutral than products such as
relentless and monster.

10. Overview of Product
Website
As you click on the Red Bull, the first thing you notice is the mass of content on
the website. This is unsurprising due to the amount of things that Red Bull are
involved in around the globe. After that, the colours that are on the page grab
your attention. The dark blue that was similar to the corporate colours on the
previous page greet you. The bold and colourful headings of various links help to
contrast and differentiate between various parts of the website. If the dark blue
was the only colour on the e-media platform product, this medium would
definitely be targeted at a male demographic. However, the contrast colours
suggest that the website is trying to generate as much interest as possible from
all demographics. Even the colours on the photography are bright and striking,
unlike on Red Bulls competitors website, Monster Energy. Another thing that
helps Red Bull to stay a gender neutral corporation is the fact that they change
the colours of the website. As you can see from the top two images on the right,
the colours have changed on the website through time. This might be to become
a more gender neutral company or trying to move into a niche market with a
certain target demographic. This is all depends on which website screenshot is
the newest.
Ownership
Red Bull was established and is part owned by Austrian businessman Dietrich
Mateschitz. Like the Monster energy owners, Dietrich is an older owner. This is
surprising, due to the demographic he is trying to target. An older demographic
like himself would be the obvious choice, instead of the mass market
demographic he is trying to target. A lot of market research and tests would need
to be carried out, due to Dietrich been unable to have a familiarisation with the
younger demographics likes and dislikes. On the other hand, the Austrian
established the company when he was younger and established a familiarisation
with the audience. Finding the right formula has been key red Bulls success, and
the house style has remained similar through time, therefore there is no need to
change the demographic when it was already aimed at a mass market to start
with.

11. Factors of persuasion – In the past, Red Bull have
got celebrities to endorse their products, which is
known as star power. However, in this particular
advert, the only factor of persuasion that’s in place
is reward power. This is the case in every Red Bull
advert, due to the fact that their tag-line is ‘Red Bull
gives you wings’, and this advert is no exception.
Design and style (layout, fonts,
colours, imagery) – The layout of this
advert is clean and the text is kept to a
minimum to ensure that the
consumer of the advert isn’t put off by
the amount of textual content on the
page. The text that is there is concise,
the tag-line is memorable and the
traditional logo and can design brings
a familiarisation to the consumer
while they are looking at the advert.
The fonts are clear and easy to read,
which is good when you’re targeting a
mass market. A younger demographic
may want a more stylised font, where
as an older demographic wants a clear
font. Red Bull would have had to
compromise to fit in with their mass
market values and find the middle
ground of the two.
Content – Like I mentioned on the design and style paragraph, this
advert is relatively free from much text. Instead, the advert is made
up of tag-lines, logos and imagery. The imagery is effective, due to the
colourful can been contrasted with the white snowy setting behind.
This could suggest that the can stands out from other competitors or
may just suggest that it’s noticeable. The memorable tag-line is
included and also shows how Red Bull use continuation: they have
used the same tag-line since is was established and has become
subconsciously linked with the Red Bull brand.
Intended audience – With Red Bull
been such a popular brand, most of the
adverts that they produce are for the
mass market and are seen by the
majority of people. However, seen as
this is a magazine advert and it was
only published in such magazines as
Top Gear and other magazines in a
similar genre, I would say this particular
advert is targeting a specific audience.
Stereotypically, a male demographic
makes up the majority of this genre of
magazines viewership and therefore
this advert is targeting the same
demographic. This, of course, is no
coincidence. If a female demographic
doesn’t see the advert then it can’t be
aimed at them. On the other hand, this
is only one of a handful of adverts from
Red Bull that are trying to target a
certain Medium – As stated in the intended audience section, this advert was a print demographic.
platform advert. This is already cutting down the amount of potential consumers
considerably. However, by running this advert alongside a broadcast platform
advert, you are able to communicate your message and advert to the mass
market.

12. Medium – This advert is a broadcast advert, but the thing that makes
this advert different from other energy drink adverts is the fact that
it’s broadcasted on televisions, in cinemas and on adverts on Youtube
videos. This is one of the reasons why this advert has probably seen
by everyone and the reason why Red Bull is such a successful brand.
This advert hasn’t been transferred into a print platform advert
because you wouldn’t be able to understand the narrative and the
humour that makes this advert good would be lost in this platform
type advertisement. However, if Red Bull were to produce the advert
now, enough people would have seen the television advert to make
the link between the two and understand what it’s advertising.
Design and style (layout (non
applicablele), fonts, colours, imagery) –
The imagery is cartoon like, which shows
Red Bull’s fun side, while maybe trying to
get a younger demographic interested in
the advert too. While Red Bull do target a
mass market, people younger than 18 are
perhaps not enticed by other Red Bull
adverts in the same way other
demographics are. The fonts are easy to
read, which they need to be when they
don’t stay on the screen for too long. The
font is also a continuation from previous
Red Bull adverts and is know part of the
drink companies house style. The font
creates familirisation with the audience,
as well as the fact it subconsciously makes
the consumer want to buy Red Bull
products after viewing adverts such as
this one. Throughout the advert, the
colours of objects have been removed so
that a white colouring is added to
everything. As the narrative plays out, key
objects are then coloured in the Red Bull
corporate colours to add to the
familiarisation of the font and tag-line
that also feature in the advert.
Intended audience – This advertt is one of the most memorable and iconic adverts in the drinks market. Been
communicated through different mediums has helped this advert to be so well received by consumers. This advert
was designed to target a mass market, due to the content of the advert not been linked to a particular gender or age
demographic. Adverts like these are the reason why Red Bull are one of the front-runners in the energy drinks
market. Even though the advert is focused on someone who has a dog, the narrative in the advert is easy to follow
and the humorous nature of the advert makes it appeal to a mass market, not just to a certain small demographic.

13. Content – The narrative is easy to understand and doesn’t require any thinking from the consumer. This is a good
function of an advert, due to complicated adverts sometimes losing the attention of the audience, which means that the
advert doesn’t fulfill it’s purpose. The content doesn’t feature any enigmatic codes or any unanswered questions, but
does feature the Red Bull company tag-line that is now iconic and memorable in branding. As for text, there isn’t any text
because the producers of this advert have decided to let the story do the talking, while text also detracts the consumers
attention away from the advert if they are required to read a lot of text.
Factors of persuasion – Like the previous advert and many other Red Bull averts, the tag-line ‘Red Bull gives you wings’ is
an example of reward power. This line potentially promises some form of reward or gain from drinking this drink.

14. Overview of Product
Target market – From the companies I have analysed so far, I would put
Mountain Dew in the same category as Monster in terms of their target
demographic. However, the restrained colour teamed with the striking colour on
Monster products suggests a more male targeted product, where as Mountain
Dew’s bold and striking designs on their products suggests a more gender neutral
product like Red Bull. Mountain Dew aren’t as prolific or high profile as the two
companies I have researched so far so don’t sponsor many events or own any
teams. This is due to Mountain Dew been owned by a big conglomerate, Pepsi
Co, and Mountain Dew is a small seller compared to their other products. This is
why I have made my assumptions on things that I have managed to establish
about the companies links with other businesses. During the release of Halo 3, a
popular video game, Mountain Dew displayed the main character in the game on
the labels of their drinks. As well as this, the drinks corporation have teamed up
with other video game creators to advertise their products. These little
sponsorships how that a young demographic will be targeted, due to the nature
of the things that Mountain Dew Sponsor, video games. Generally associated
with younger people, this therefore means that Mountain Dew targets a more
younger audience, and is why the corporation decided to make these links with
the video games company.
Logo – The bright and bold colours of the logo suggests that the company aren’t
trying to target a niche target demographic and instead a re aiming to target a
mass market audience for their products. Without any prior knowledge to the
energy drinks companies, I would have said that the green and red of the
company logo were targeted more at a male demographic. However, after
researching monster energy and Red Bull, this logo is a lot more gender and age
neutral compared to the monster logo and is just as striking as the Red Bull one,
therefore has a similar target demographic. This information contradicts what
was said in the previous target market section, but this was an assumption after
looking at all the events that the company was linked with. I addition, the
company make so many drinks that every single different product could have a
different target market, and therefore have an overall targeting of a mass
market.

15. Overview of Product
Corporate colours – Looking at the events that helped me come to a conclusion
on the target market, I notice that a theme runs along all the Mountain Dew
sponsored attire. Even if the man colour of the item is back or white or grey, the
colour that always features alongside is the green of the logo. Put there for
familiarisation of the product for the consumers, and if it makes the consumer
subconsciously buy, the company, this green definitely makes up the vast
majority of the companies corporate colours. Along with the logo, the green
helps to link that shade of green with the product and make the consumer
subliminally buy the product, through means of product and colour placement.
As I look at more events, I notice that the amount of green used decreases as the
year of the event increase. This is because at the first few events, the corporation
will want to let the consumer known the corporate colours of the company and
get familiarised with it. After this, as the company become more established, it is
no longer necessary to put as many reminders of the corporate colours, but just
to put a few green coloured items, along with a few company logos.
Look – Due to Mountain Dew been an expanding company, their range of drinks
too is expanding. Starting off with just original, Mountain Dew now has more
than 25 variations of drinks. All unique and coloured differently, the look of the
cans and bottles are a bright and creative design with the logo been altered to fit
the colour of the drink. With all the different looks and colors of drinks, a certain
age or gender cannot be decided on. However, certain products in the Mountain
Dew range do seem to target a certain audience over another, but as a whole, an
assumption can’t be made about the overall drinks range. Even though a certain
age can’t be established, it can be said that an older person won’t be enticed by
the bright liquid inside the bottles, due to an older demographic thinking of the
disadvantages and health risks more than a younger audiences.

16. Overview of Product
Website – When you first enter the Mountain Dew website, you notice that the
corporate colours have slightly been altered, but the familiar shade of green still
remains. On the website, the company can be compared to Monster in the way
that it contrasts a neutral colour (black) with a bright colour (green for both
companies). As well as the green on the mountain dew start up page, there is a
red colouring on the arrow and the font type. This, along with the green, makes up
the colours of the logo and therefore help the consumer identify which companies
website they are on before looking at the logo on the screen. As you navigate your
way to the main site, a continuity from the start up page is apparent. The same
colour scheme, with an added shading is the colouring for the main site, with the
shade of green coming from the navigation bar ton this occasion. Relatively
cleanly made, the website shows off the events and people that Mountain Dew
sponsor, as well as showing off all it’s products, just like the Monster and Red Bull
websites. However, compared to Monster and Red Bull, Mountain Dew don’t do
much communication over the e-media platform, instead preferring print and
broadcast to advertise and inform. This might also tell you something about the
target market of the product. Mountain Dew’s reluctance to move to the E-media
platform shows that they want to communicate to a mass market, not just the
younger people who are more likely to read and know how to navigate the e-media
platform.
Ownership – Even though Mountain Dew are the smallest company that I’ve
looked at so far, they are owned by on of the biggest food conglomerates, Pepsi
Co. This means that while it is controlled financially by Pepsi Co, the corporation
will employ people to run this sub company, Mountain Dew. For this reason, I
can’t pinpoint individuals like the other companies and therefore I cannot make
correlation between the age of the owners and the target market they are
creating the products for. However, it can be said that a conglomerate like Pepsi
Co have so many products that haven’t changed and have stayed the same for
very long period of time, therefore this would explain the gap in the market they
saw for a bright, vibrant energy drink. The creative designs and bright colours goes
against most of the products Pepsi co produces and therefore will be subversive
and seen as a different product in the market.

17. Factors of persuasion – Reward power
is the sole factor of persuasion on this
advert. While the tag-lines don’t tell
you tat this product will give you a
gain, the overall advert suggests that
it can give you a lot of energy, which is
a gain should you consume this
product.
Intended audience – As stated in the Mountain Dew company analysis,
gender neutrality is one of the functions of Mountain Dew and it’s product
range. This advert is no different, the colouring couldn’t be subject to a
particular gender and the content within it is exactly the same. As for an age
demographic; you would have to say that an older audience would be put
off the advert by the colouring of the bottle, due to this kind of audience
thinking about the disadvantages and health risks associated with energy
drinks. In comparison, a younger demographic would see the bright colours
and the striking bottle and be instantly enticed by this particular advert.
Medium – This advert is a
print platform product.
Advertised in predominantly
magazines where the male
viewership outweighs the
female demographic, this
fact helps to further explain
why this adverts intended
audience is more orientated
towards a male
demographic, compared to a
female one. In all the other
adverts I have analysed so
far, you could tell the
difference about what
platform this advert was
from by just looking,
however, this one doesn’t
give much away. The
absence of text could mean
an advert on both print and
broadcast platform.
Design and style (layout, fonts, colours, imagery) – The layout
of this advert is a very unconventional one for an energy drink
ad campaign. Unlike, the adverts I have analysed so far, the
initial product isn’t in the centre of the frame, but instead, the
tag-line is. However, the bright and striking bottle can easily be
identified wherever placed on the screen. The font is bold and
striking, but some of it is stylised and not particularly easy to
read. This, along with the fact that it’s brightly coloured, adds
to the fact that this advert is aimed at a younger demographic.
Due to the background of this advert been plain and not
having an image on it, the product is the only element on the
page that is a piece of imagery.
Content – The content on this advert is very few,
but instead, relies on the colours, fonts and tag-line
to sell this product. Showing that the bottle of
energy drink is powerful enough to light up a neon
sign is a good effect for a younger audience because
it adds to the colourful nature of the advert. On the
other hand, this will put an older audience off even
more than it does already, due to the unnatural and
harmful look of the product been advertised.

18. Factors of persuasion – There is no direct
factors of persuasion in this advert,
however, the tag-line that you can see on
the screenshot suggests that the way in
which life is in the advert is good and with
Mountain Dew, you can have this same
life, this perfect life.
Intended audience – Even
though Mountain Dew are
meant to target a gender
neutral demographic, this
advert suggests that a male
demographic is targeted.
with the motocross theme,
along with the
provocatively dressed girls,
this advert is aiming to
entice a more male
audience. Assumptions
shouldn’t be made and the
fact that the colouring of
the advert is a light and
vibrant colour scheme
shows that the colouring
suggests a gender neutral
advert, but it’s just the
nature and content of the
advert which suggests a
male demographic is
Mountain Dews target for
this particular advert.
Content – Mountain Dew have been clever with how they have utilised the
most out of the advert. Whether it’s the quad bikes or the cars, they have
pulled out all the stops to ensure that they have an advert that they can really
try and entice existing consumers back and try and entice new customers too.
This may cost a little more than standard adverts but if it’s beneficial to the
companies finances then its worth it in the long run. However, even though it
will cost a reasonable amount of money, what Mountain Dew have done are
used people who they already sponsor so they can work with what they’ve
already got and therefore it will be cheaper.
Design and style (colours
and imagery) – Mountain
Dew are the only company
that I have analysed who
have carried on their
corporate colours
throughout their whole
advert range. Whether they
are creating an advert for a
particular demographic,
they still managed to
include the corporate
colour, which, in turn, will
create familiarisation and
subconscious buying from
the consumer.
Medium – By just looking at this advert, you can tell that the amount of things that are
happening in the advert should mean that this is a print product, due to you been able to
view it as much as you want. However, this advert is a broadcast platform product. The fact
that the busy nature of the advert play into the hands of the producer, due to the consumer
having to watch the advert a number of times to establish what is going on, by which time
they will have created a familiarity with the product and the corporate colours of Mountain
Dew.

19. Overview of Product
Target market – With Relentless been a relatively new company
(established 2006) you would have though that the company would
have analysed lots of existing products and found where there’s a gap
in the market. However, instead of doing this, Relentless have fitted in
with the market. You can’t blame them for not wanting to take a risk
with a new company , but instead, opting to use conventions that
were already used in the energy drinks market. The colours and logo
types can be compared to the Monster company. The relatively
restrained colouring with the secondary colour been bright is used, as
well as the creative looking logo type. For this reason, it can be
assumed that Relentless have the same kind of target audience as
Monster and sell to similar demographics. As well as the colouring of
the cans, Relentless can be linked to a younger demographic, due to
the kind of things that they sponsor. Like Monster, a lot of Motor sport
is the main focus of sponsorship for Relentless. For this reason, it
suggests that a younger male demographic are subject to the
advertising campaigns and can aesthetics.
Logo – The logo is unlike any other that I have analysed so far, due to
both the background and the logo been restrained, instead of just one
of them been a restrained colouring. The colouring options would
suggest that the product is aimed at an older audience rather than an
older audience. However, looking at the Relentless logo, the stylised
font and the tattoo like nature of the logo would contradict the
assumption I have just made through the colouring of the logo. The
creative type face gives the logo a stylised feel and makes it look more
like a badge than a logo. The tattoo style of the font would appeal to a
more younger audience, due to tattoos been more of a younger
persons thing and because that age group are more familiar with the
tattoo culture. To conclude, I think the logo is aimed more at a
younger, but I think the age demographic is higher than the one that
Monster Corp are trying to target with their product/logo.

20. Overview of Product
Corporate colours – Carrying on from the logo and the target
market of Relentless drinks, the corporate colours that the company
use at sponsored events are exactly the same as the logo,
restrained. The top image depicts a music festival that the energy
drinks company are staging and the bottom one depicts the
motocross bikes that the Relentless sponsored riders use in races.
The contrasting white and black retrained colouring can be seen in
both and the assumption about Relentless been for an older
audience compared to Monster is further proved in these images. It
also suggests the company rely more on their tag-line that they
formulated, rather than the corporate colours they use, unlike their
competitors. Even if this is the case, and the colourings are
restrained, the company are still keeping a continuity to their
corporate colours and creating a familiarisation with it’s consumers
and therefore establishing itself further in the energy drinks market,
seen as it’s one of the newest energy drinks companies.
Look – As expected, the colouring of the Relentless cans are very
restrained and dull colourings. Even the Red coloured can that is
bright in the Mountain Dew and Red Bull range has been toned
down and darkened up. This continuity of dull colouring options has
further suggested that this drinks brand is aimed at more of a male
demographic and as for age demographics, it’s targeting an older
audience compared to their competitors. With the stylised fonts and
occasional bright colours (orange can) the Relentless brand have a
brief suggestion that they are trying to break into the mass market
category, but on the whole, they remain in the male targeting
demographic. On the other hand, with only 8 years in the energy
drinks market, Relentless will still be trying to establish itself and
find the right demographic markets to be in, therefore they may
choose to change their target market or expand their product range
to satisfy a wider range of demographics in the future.

21. Overview of Product
Website – From the corporate colours, the estimated target audience
and the product design, you would guess that the website colours will
continue on from the rest of the Relentless range. This however is not
the case; as you enter the website, the continued use of black is
contrasted with bright red imagery and font types on the right hand
side. As for the font type, it’s opposite to the fonts on the can. It’s easy
to read, bold and helps differentiate between content text and heading
text. For the website to contradict all the things that I have analysed up
to know on Relentless drinks does seem strange at first, but it’s not
taking into account the demographic that will use the e-media platform.
An older audience compared to Monster energy was the target
demographic that I decided was correct for Relentless, however, the
website will entice a majority of younger demographics and therefore
Relentless have decided to change their corporate colours for this
particular product. Even though the e-media platform isn’t exclusively
for younger demographics, it’s assumed that more younger people
would visit the site, compared to older demographics, which Relentless
have thought about when designing the web page.
Ownership – Like Mountain Dew, Relentless is owned by a big
conglomerate. Coca-Cola is renowned for making fizzy drinks globally
and for keeping the same colours and continuity throughout can/bottle
designs, adverts and logo designs. Relentless which branched out of the
Coca-Cola company in 2006 has vastly expanded and has become a
company that is known for bold and edgy design, which is shown in it’s
tag-line ‘no half measures’. This edginess is unconventional to the usual
products of coca-cola, due to them been simple, memorable and
familiar. However, this might show the Coca-Cola company trying to
branch out into new markets such as teen markets, due to them already
having drinks that fulfill a mass market target audience. Despite this,
the mix of restrained colours and stylised designs has created a new
market for energy drinks, a between teenagers and an older
demographical market.

22. Factors of persuasion – Star power is the main factor of
persuasion on this advert. The fact that Relentless have gone
for the celebrity to endorse their product shows that they are
trying to entice a younger demographic, while also suggesting
that the company aren’t as confident as rivals Red Bull, who
rely on tag-lines and reward power to sell their product
range.
Intended audience – The fact
that the colouring of the
advert is restrained should
mean that this particular
advert is aimed at an older
demographic. However, the
nature and content on the
advert shows it’s contradictory
to my first thought. Celebrity
endorsements usually mean
that the advert is targeting a
younger demographic, due to
this particular group
responding best to this sort of
advertisement. No gender
assumptions can be made, due
to the very few pieces of
content on the page, however,
seen as Relentless is aimed at
a young male demographic, I
believe the producers of this
advert will be trying to entice
the same sort of demographic.
Medium – If I didn’t know that this
advert was a print platform advert, I
wouldn’t have categorised it into that
particular group. This is because of the
lack of information on the advert. Print
adverts a least have a website address
or some information about the
product, but instead, this advert goes
against the conventions of traditional
energy drink advertisement.
Design and style (layout,
fonts, colours, imagery) –
From the previous adverts
that I’ve annotated, the
layout is normally clear and
concise and has very little
text. This advert is no
different, apart from it
doesn't have any information
about the product, the
website or the tag-line. The
font is easy to read, bold and
helps to make the key bits of
information on the screen
stand out, which it should in
advertising. As for colours,
the restrained and dull
background colour is
contrasted by the light of the
fonts and imagery. Put in a
monochrome colouring, the
imagery could have easily just
blended with the background
but the producer has just put
enough on to make it look
effective.
Content – There is not a lot of content to talk about on this
advert. The logo, the imagery and the headings are the
only elements that exist within the advert frame. The
absence of the company tag-line is missing out on an
opportunity to create some key familirisation with the
consumers. I believed that the newness of the company
was the reason why Relentless are behind their
competitors, however, missing key information off their
adverts will not help build the prolific status like Red Bull or
Monster have.

23. Factors of persuasion – The main factor of persuasion in his advert is
star power. The way in which Professor Green endorses this product
shows that Relentless are trying to associate the product with a celebrity.
This may also suggest, however, it can’t be proven, that the producers of
the product don’t believe in the tag-line and product alone to sell the
product, so instead rely on star power to sell it. This advert is also the
only advert to have referent power as a factor of persuasion. The
Relentless tag-line ‘no half measures’ is featured in the advert, which
may fit in with the consumers value system.
Content – Unlike the Red Bull advert, this advert is a bit more difficult to understand. The narrative starts with Professor Green
waling along a line of cars, before jumping onto stage and then performing. In essence, this is not difficult to understand,
however, there still remains some unanswered questions about the narrative such as: Why was he on a line of cars? On the
other hand, adverts like these don’t need to make complete sense because the main function of them are to advertise the
product, which Professor Green does. As well as this, if the intended audience was a younger demographic then they will only
care for the endorsement by Professor Green instead of the narrative or the dull and restrained colour choices.
Design and style (colours and imagery) – The advert continues with the same theme that the logo and packaging had started: the
fact they were dull in colour. The advert doesn’t feature any bright colours at the beginning of this advert, however, the advert
gets gradually more bright as the advert progresses. In terms of imagery, the advert takes place in an urban environment before
gradually moving to a gig at the end of the narrative, which will appeal to a younger audience, due to the fact that they can relate
to these experiences more than older people can.
Medium – You can tell that this advert is a broadcast platform advert, due to the lack of logos, tag-lines and information about
the product. This advert wasn’t on the television for very long and won’t have been viewed by the magnitude of people that
the Red Bull one managed to.
Intended audience – Like the previous advert, Professor Green is used to try and entice the audience. Due to the age of the
musician, a younger demographic will be the target of this advert because they can relate to this particular figure, where as an
older audience may not have heard of him. A celebrity obsessed culture is another reason why a younger demographic will be
the target of the advert. In this society, especially with the introduction of social network, younger people are getting more and
more obsessed with being like there idols and other celebrities, therefore if they see a celebrity endorsing a product, they
might be more inclined to purchase it.