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1. Energy Drink
Research
Name:

2. Overview of Product
The target market that Lucozade tries to accommodate is the young adult sport market, this is made obvious by who they are choosing the kind of models to
advertise and represent to the public, using young, sporty, male models. To start with when it was created in 1927, William Owen created to tackle the
symptoms of the cold and flu to help people feel better, so the target market was aiding people who had minor illnesses. In 1983 the company re-branded their
slogan from ‘Lucozade aids recovery’ to ‘Lucozade replaces energy’, expanding their target market, and after rebranding the UK sales tripled to £75 million.
Now in 2014, Lucozade are now predominantly focusing on the sports market, showing how Lucozade replenishes your body with vitamins and energy after
intense sports. The price range of Lucozade is fairly cheap comparing to other energy drinks, which means this makes Lucozade more accessible for more
people in different classes to drink, rather than being exclusive. The accessibility of being able to get hold of Lucozade is also very easy, and it is sold in every
shop, from supermarkets to corner shops and gyms.
The logo of Lucozade is very gender neutral, because of its main colour use of yellow for the font. The font its self is sleek but bold at the same time, making it
appropriate for sport, suiting energy/caffeine drinks whilst not being tacky and overbearing. The shape of the logo is very simple but the shape is also
recognisable and subtle. The logo is well know and trusted, so people are more likely to pick this drink because they trust the logo. The only disadvantage of
this logo is that it is that the shape isn’t so definite that if you took the ‘Lucozade’ away from the background, you would have a difficult time being able to
recognise what this brand was, unlike for example coke, where they have even pined the colour red for themselves.
Corporate colours, focusing on the sports energy drink is very much focusing on yellow and blue, but for the different range in the sports drink category there
are different colours. The original is in the original, well known blue and yellow colours, with the blue background and the yellow font. Then there is an ‘elite’
version, which is in much more intense, professional looking packaging, where the main colour is black as the background, and the font is a silvery grey, then
instead of yellow, there is a hint of orange, these colours seem to be more focused towards the male audience. Then there is one more variation of the sports
drink which is the ‘lite’ drink. These colours are the opposite to the elite version, and the colours are white as the background and a light yellow as the logo
colour, these colours seem to be more targeted towards women, because of the more feminine colours and fixation towards weight instead of recovery.
The look of the Lucozade bottle is sleek and simple. The bottle is shaped in a way that is easy to hold and is ergonomically designed to have an easy grip. The
overall is a sporty one, and this bottle shape comparing to the other original Lucozade is designed to look more like a sports bottle than a drinks bottle. Another
big difference to this bottle is the lid. The lid on the other lines of Lucozade is a screw top, so it takes time to open and close, where as on the sports bottle the
lid is a flip cap, and when you squeeze the bottle the liquid releases, so this is easy to pick up and drink quickly, then throw down without worry of spillage.
The website is a simply design, and splits into difference sections, with each section dispersing into more detail the further you go into the website, the more
detail and information you discover. When you first enter the website, the first thing you discover is the home page, which is very plain and simple, consisting
mostly of images and options of which drink you want to find more information about. Then in each different section, there is detail of each drink and the
‘science’ behind the drink, then reasons why it will be beneficial. I think that the style of the website and the drinks are all riding together into a theme, which all
match but are not the same. Each drink has their own style, but the foundations of the design is still present, so they all look like they are apart of the Lucozade
line, even if there was no logo. I feel that this website would really appeal to a person that is into fitness and interested in how to try improve their fitness and
also seeing what is in their food and drink, so the science explanations parts of the website would be really helpful and appreciated by the consumers because
they feel like they can trust the drink. The design of the website, even though I would say its mainly gender neutral, I also think its more leaning towards the
male sports market rather than females, I think this not only because of the colours, but mainly because of who they have chosen to photograph modeling their
drink. In my research I have seen no women drinking or representing the Lucozade sports drink.
When Lucozade was first introduced it was created by a man called William Owen, based in Newcastle, this is when the name was called Glucozade. The
name was changed to Lucozade in 1929. In 1938 the company Beechams acquired Lucozade. Then in 2013 the owners of Lucozade put it up for sale, the
owners at this time being GlaxoSmithKline. It was then bought a Japanese holding company called Suntory, who is still current ly the owner

3. Analysis of advert
The intended audience that the audiences are trying to capture is the sporty, male, young adult market. The reason for knowing this is because of which models they
use to represent Lucozade, or even which celebrities. The majority are fit, healthy, able-bodied men who are in their mid-20s to 30s. Another reason for this is because
of the kind of colours they use in their campaigns, the colour pallets they use are all very similar in the way they focus on hard colours like greys, blacks, whites, blues
and yellow. These are also very clinical colours giving the impression its very scientific, making impression on naive young men.
The medium of Lucozade main advertisements is the use of TV advertisements and photographic campaigns. Lucozade video adverts are shown on the TV and in
cinemas. Because of their dramatic and artistic effect the adverts are often long, but are interesting enough to keep a viewers attention. The adverts mainly focus on
sport and science. For example in the advert that is pictured above (Lucozade vs water) this is a movie where a bunch of men are on treadmills hooked up to wires on
their bodies, with ‘scientists’ in white coats taking notes of their performance. Another main piece of media Lucozade use are photographic campaigns, which are then
printed everywhere, like billboards, magazines, buses, bus stops and anywhere else that is possible to print on. Another medium that is more subtly used is internet
advertising, this is done by companies finding people who are in their target market, then advertising it on their social media, so it could pop up as a banner, or a side
box, these are sometimes pictures, gifs, videos or links. Social media is a very easy way for the company to pin point their prey and then tailor their adverts to the
unsuspecting victim.
Lucozade have coined a very definite way of how they have decided to take their style in advertising, which they have tried to make their drink match, instead of the
other way around. Creating new, current drinks to keep up with the fresh advertising style. Their style is very dramatic and artistic, the photos especially are lit in a
particular way where there is a lot of contrast and little colour, so that the yellow of the drink can stand out. The photos are very stylized and detailed. For example in
the picture I have shown above, all this is shown. The model/celebrity has been photographed in an unusual way, instead of posing, he is jumping in the air, mid-trick
with his football. The photo is focusing on him, so the depth of field behind the footballer is out of focus, but you can still tell what environment he is in (A football
stadium). The colour in the photo is very unsaturated, but this is done in a crisp, contrasted way, the unsaturated colours are not dull, but dramatic. The text and
picture on top of the photo are all to show what is being advertised and trying to be sold, which is a picture of the Lucozade bottle, Lucozade’s logo, the celebrities
name and signature and then a logo for their YES campaign. All the graphics on the photo completely contrasts with the photo, making the advertisement stand out
the most and the thing that catches your eye when seeing this advertisement. They are also using a factor of persuasion in this to catch peoples attention, putting a
celebrity sports person may encourage people who are fans to buy the drink. The design of their photos are very simple, fonts are simple, colours are simple and
layout is also very simple, but this is done intentionally, for a minimalistic feel to their adverts, giving the drink a more high end, professional feel with the straight
lines and neat set out.
The content of their advertisements are usually about sport, being the best and keep endurance, sending out the message, if you drink Lucozade you will perform
better than everyone else. In the example that I have chosen, the advert is set in a lab full of men with wires stuck to their bodies, running on treadmills. On one side
of the lab there are people drinking water and on the other there are Lucozade drinkers. In the end it comes head to head, Lucozade vs water and obviously Lucozade
wins, showing that Lucozade is better than water. The science/lab set out, makes the drink’s claimed effects more believable, because here you can see the Lucozade
supposedly having an effect on the runners, so this must mean that this would happen if a consumer buys and drinks Lucozade, their endurance will be increased.
Another example I have is of the picture of the footballer, and the content of this is he is a celebrity, and he drinks Lucozade and he can perform these amazing
football tricks, giving off the impression that if you drink it you will be able to play football like ‘Ashley Young’.
The main factor of persuasion Lucozade lean to is the ‘reward factor’. Lucozade play off the fact that if you drink this your performance and endurance will be greatly
improved and you will be better than everyone else. Feeding off this they can also hint signs of using a coercive factor, especially on the Lucozade vs water ad,
showing the repercussions if you don’t drink Lucozade, tiring quickly, falling over, being de-hydrated and just generally losing your focus when performing a sport.

4. Overview of Product
The target market for Red Bull seems to be aimed at the older kind of market. The reason why this is made obvious is by their advertising campaigns, especially the adverts that are shown on TV
and the time of day the adverts are shown. The adverts are cartoons that have been roughly drawn and are then animated, the subject of these adverts are usually more for adults to understand
rather than children despite the cartoon aspect. I think that Red Bull branches out into another more niche market. This market is for the extreme sports, Red Bull sponsor events that are seen as
dangerous, such as race car driving, motor biking, surfing, skate boarding and snow boarding. Red Bull also create their own events, rather than sponsoring it they run it, these are usually very
extreme for example sending a man to space then he fell to earth or cliff diving. The events that they create for themselves all focus on their tagline ‘Red Bull gives you wings’, creating events
that copy this, so the sports are usually airborne. This target market really focuses on people who are into extreme sports, this usually being male and 20s-30s. Another thing that also tells me
that red bull is more aimed towards the male market is because of the colours and the over-all feeling that the product gives off. The colours are masculine, used on the can and used on the
website and its advertising campaigns. All the set out is very square and plain, no details or frills, which is stereotypically male.
The logo for Red Bull is very recognisable and is definite. The logo is of two bulls that are red with yellow outline that are about fight and are running into each other. The reason why they have
this logo, is because bulls are powerful creatures, so using a bull to represent this drink gives the impression that it makes you stronger, fast and just generally better. The font for the logo is
simple and clear, it is red and taller than it wider, parts of the font has so stylization to it, this is on the first letters on each of the words, the R and B, the bit where the letter should connect, it
doesn’t and there is a small gap, this gap gives the font some interest to it and it looks more professional. With the logo there is a tagline, but this isn’t featured on the can or anywhere on any
kind of packaging, but this is used in adverts on the TV, and this is a well known tagline so it automatically goes along with the words Red Bull, even if it isn’t written down.
The corporate colours for red bull are well known as red, blue and a hint of yellow. These are primary colours, so they are strong and all go together well, but at the same time they stand out
from each other, and they are not overwhelmed by each other. The company chose these colours because they have been used separately by other companies, but together they haven’t been
used, even though this collection of colours is very easy to recall and remember back to a product. Red Bull also have different kinds of drinks, which are differences on the original, first there is
the sugar free version, which is exactly the same as the original but the blue colour has been toned down and turned into a more pastel blue/baby blue, making seem as if this a less intense
version of the original. The next version is the cola version of red bull, because of coke’s colour being well known as red, red bull have covered half the can in red and blue, this showing that this
version is mixed with cola. The next version is the calorie free version and this time they have taken on the same idea as the sugar free version of red bull, but instead of light blue they have made
the colour even less intense and turned the blue into a dark, cool grey, this showing the buyer that the drink is even less intense that the original.
The look and style of red bull has evolved from seeming as a drink that advertising cartoons are pushing the boundaries of advertising by being rude or have inappropriate jokes, making it seem
more like an old mans drink, to developing to a style focusing on extreme sports and seeming like now red bull are pushing boundaries in the extreme sports category, helping and aiding sports
people to become better and sponsoring events and athletes in niche areas, like free-running and cliff diving. They are trying to surprise and go into the shock factor to impress people with their
campaigns, like when they sent someone to space just to jump back down to earth again. Making seem as if you drink this drink you will be associated with all the cool things red bull have done,
and that will somehow impress people. Where as the look of the actual can is very boring and uninspired, so there seems to be compensation for that area in the extreme sports side.
The website of red bull, when you first enter it first impressions are good because they are showing off their largest achievement, which is a picture of a man in space, taken in a place where the
red bull logo stands out so it catches your eye first, giving the identity to the man or woman as just red bull, as there is no obvious identity being shown of the person on the site. Then there are
different sections dedicated to the different sports that red bull sponsor. There is surfing, cliff diving, snow boarding, skating. Then there is another section dedicated to getting to know the
different athletes that say they drink red bull and how it helps their performance, suggesting that because they drink this means that the public should as well because they will be as good as the
athletes. From the website you can see red bull are really focused on extreme sports and events, rather than the actual drink its self, where that only seems to be a minor thing. The website
design is very simple and clean. It is very photo biased, so there is large text and large crisp photos, which looks effective, but there could be some development on it as well to make it better.
Even though I think the website is fairly gender neutral, it does seem to be more catered for the male audience, because of its simple theme and minimal detail. The website seems to have a
more of a magazine feel, with its different articles about different sports and news about video games, giving facts and news about what is going on in the world, rather than focusing on their
drink.
Red Bull was originally created in Thailand by Chaleo Yoovidhya in 1976, which was called Krating Daeng, which in English translates to “red gaur”. Then Dietrich Mateschitz co-founded the
company and made it into a global brand, both people owned 49% and the other 2% to Yoovidhya’s son but it was agreed that Mateschitz would run the company and then the product launched
in Austria in 1987. In 1997 it entered the California and then the middle east in 2000. Now Red Bull is headquartered in Fuschl am See, which is an Austrian village. Red Bull also have team
ownerships which contain a long list of of sports teams, like football teams and racing car teams.

5. Analysis of advert
I feel that the intended audience for red bull adverts are an older audience than the other marketing tactic to do with sports. I feel because the adverts on the TV are not
focused on sport, then they are trying to capture a different audiences attention, I think that now for these adverts that the age group has changed, that these adverts are
tailored for an older audience. The reason why I think that this is, is because firstly the style of the animation, it seems like a hand-drawn cartoon, which gives the impression
it is more relatable to an older generation. The content and subject matter of these adverts are also more adult, and controversial, for example one advert was about the
titanic, which was inappropriate. But older people would get the reference and understand the ‘joke’ red bull were making, where as people from a younger generation may
not understand as well or at all. So I feel that the intended audience for these adverts are focused towards males at an age of 30-50. Also because on these adverts, they are
not focused on sport, but rather on how red bull improves your day to day performance, this is for an average working class male.
Red Bull use a number of different techniques to advertise their drink. The main one that is most well know, is when they put their logo on everything when they sponsor it,
for example they are well known for sponsoring racing cars, so the racing cars are usually covered in the red bull logo, making people very aware of the company. They also
sponsor a flying teams and biking teams. Another way they advertise is by magazine ads, looking at research they mainly focus on capturing the everyday persons attention,
showing words to do with combating everyday tiredness, but done in a dramatic but simple way, with the black background the red bull can stands out. Similar to this is the
TV adverts, similar in the message they are sending out, combating tiredness everyday, instead of sports. But in the difference the TV adverts concentrate on a humor aspect
and controversy.
The design and style of the red bull company splits off into two different segments, one is the TV campaign and the other is the sporting side, which have very opposite
styles and imagery. The sports side is a very dramatic and money fueled campaign, relying on sponsoring teams to get their message across about drinking red bull, because
these sports people are. Red bulls most dramatic marketing tactic was sending a person into space, just to get peoples attention and make the label even bigger than it
already is. The kind of imagery they use is very crisp and raw sporty pictures, ones of high contrast and saturation, showing a large amount of detail of sports people in
action, for example a picture of a person climbing a mountain. In contrast to these extreme pictures, the fonts and colours they use are very simple and clean. The fonts are
simple and ordinary, and they tend to stick to colours such as blacks, whites and their colours red, blue and yellow. The other advertising is to do with hand-drawn cartoon
animation, drawn for comedy purposes. This take is much more relaxed and novelty.
The content of the red bull adverts have 2 different sides. One side is the TV adverts, these have a content of cartoons, it’s a comedy sketch, usually with minimal dialogue,
everything is acted out by the cartoons. These are done in a washed-out hand drawn style so that it is easy recognisable by the people watching the TV. The story line of
these adverts are short and straight to the point, they are usually 25-30 seconds long. An example of an advert is in the advert pictured above is of animals that are in a field
but confined by a fence, these animals are all known as animals that you eat, so there is a pig, turkey, sheep and cow. There are a native American and a cow walking over,
presumably to kill and eat the animals. So the pig sheep and cow drink some red bull and sprout wings so they can fly away and not be eaten, then the can gets passed
around and there is none for the turkey, so the comedy part comes in because the turkey doesn’t think it can fly away despite having wings. The other side of the content of
red bull is to do with extreme sports, they like to seem relate the fact that if you drink red bull, you will be able to perform all these extreme sports, like all these athletes
can. The content of these sports are usually competitive and they encourage winning and being the best.
The factors of persuasion here are how red bull push their drink on to every extreme sports athlete, insinuating that this drink is good for you and if you drink it it will make
you perform like these athletes that have claimed that it has helped them focus. There are two kinds of factors of persuasion that red bull pushes, the first being factors of
reward. So red bull persuades the audience that when they drink this energy drink that they will gain benefits, and good things will happen to them. Another factor is using
celeb athletes to endorse it, getting the celeb to persuade the audience to drink this and they will be like them.

6. Overview of Product
The target market of this drink seems to very open and the drink doesn’t seem to be aimed towards a specific market. From looking at the website, the packaging and the
advertisements, I feel that this drink is aimed towards people who are more health conscience about what goes into their body, and don’t want chemicals in their body, they
would rather look after their insides and still have the benefits of the energy. Looking at the website and advertisements I see that the models who represent this drink are all
styled as normal, everyday people, of all genders. The descriptions of the drinks seem to aim towards the working person who struggles with a working day, getting tired and
needs an extra boost of energy. Whilst looking at their advertisements and seeing that this could be aimed towards everyone, I also looked at the packaging of the can, and I can
see this product may actually be aimed towards females, because of its feminine and delicate packaging. The size of the drink is fairly modest and petite, the colours are light
and clean, then the fonts are clean and thin, not bold and standing out. Another market I also think that this drink could target is the vegetarian market. Because on the market
there is not many veggie approved drinks because of all the synthetic ingredients put in the drinks, the organic drink only uses natural, and plant based material, so everything
is friendly. This is made clear by the large vegetarian approved sticker on the front of the can.
The logo of this drink is very simple and subtle. The name of the logo is very none invasive and gentle, in comparison to a drink like ‘Monster’. The logo is called Scheckters
which is the name of the man who created this drink. The font is black, and drawn in a stylized font, almost like it is hand writing, but then in contrast with this the ‘Organic
energy’ part is a bit different, the organic is done in a green, soft, round but structured font, it is also in lower case font, again enhancing the fact that it is gentle and natural.
The energy part of the drink is a bit more intense, it is done in a red font, which is in caps lock, making it seem like that word has more energy. But this font is slighter than the
organic, which is quite bold, where as the energy is in a thinner kind of font, this makes sure the font is not too intense whilst still showing a difference in feeling.
Corporate colours or colours that associate with this drink/company. These are very simple and bold colours, these colours being red, green and white. The organic text, the
smear and the band around the top are in a bright green, which could be compared to a grass green, which looks organic and natural, because of its slight blue tint to the green,
it looks cooler, fresher and like it would revitalize you. The next colour of the red, this is only used twice on the can, firstly is it used mainly for the word energy, which makes it
stand out from the rest of the colours on the can, the red gives the feeling of energy and power, which is still working and intertwining with the organic green side of things
about this product. The other piece of red graphics on this can is the fairtrade/organic sticker, which tells you that the drink is fairtrade and that the ingredients were sourced
from fair places and that the farmers are getting paid a fair amount for their produce. They only have 2 versions of this drink, the first colours I have explained above is the
Brazilian gurana berry flavor, the other flavor is a organic agave nectar, which instead of the green band, has a red band around the top of the can.
The look of this drink looks very clean and natural, the green on it gives a really natural and eco friendly feeling. Also the graphic leaf detail also gives it a eco and environmental
feeling. The detail of the background shows that the simple design doesn’t have to be boring. The detail of this is the background being in a checkered kind of style, with some
of it being matt and some shiny, giving a really professional and high end feel. The badges of approval by different organizations that show it meets the vegetarian, fair trade,
organic standards, sport standards. It also has a badge on it showing that it has eared different taste awards over the years. This gives the drink a platform to stand on, proving
that it is great, before you even drink it. This makes it feel like the drink is at the top end of the energy drink market.
This website for the drink is simple but layered at the same time. The style of the website is an infinite scroll so to get to each piece of information you scroll down to each
section, which is split up with borders and spaces. At the side of the page at the top there are short cut links, so when you click on it, this means that the page will automatically
scroll down to the part you want. The graphics for the background are a little over bearing as it is a picture of grass for the background and the texture is a little too much, in
contrast to the can, which is so clean cut and neat. The content of the website is that it is thorough, and there is a lot of detail and explanations about the drink, which is
helpful. There is also a lot of people photographed with the drink, shown to be happy and healthy. The main colours for the website is green and white, giving the right, natural
feel. The website shows that the whereabouts of the ingredients and where they came from is very important to them and the welfare of their workers who make the
ingredients are the most important part of the process.
The founder of this drink is called Toby Scheckter, he was raised on an organic farm in Laverstoke Park in the UK. Because Tom was so involved as a child he developed a deep
understanding and appreciation for the organic processed produce. So him and his brother Freddie spent 2 years collecting all the best organic produce to create the worlds first
fairtrade approved drink.

7. Analysis of advert
For the adverts the intended audience seem to be younger people, young adults, that have a busy working lifestyle and may not have time to gain enough energy by sleeping. So
this drink offers to be a quick energy source for a busy person, and almost sells its self as a change from coffee, because when I read the adverts, they say you can drink it in the
morning, insinuating that this would replace coffee. The reason why I think the adverts are particularly aimed at the young adult audience is because of their posters and how
they are designed. These posters are designed in clean yet intricate way, using illustrated art on the posters, making them more interesting. The clean feel also looks very modern
and minimalistic, something that would appeal to a more, trend conscience audience, rather than in contrast having an older vintage style, making it appeal to an older audience.
In the poster advert pictured above they are very keen to let people know that nature is the power behind this drink rather than chemicals. So this is also making it very clear that
they are trying to attract an audience that is very health conscience and eco friendly, maybe edging towards the vegetarian market a bit more. Because they are focusing on busy
people, who work, I think that the class of this intended audience is working-middle class, as they both have demanding and busy jobs that require long hours and less sleep
sometimes.
The medium of the adverts is mainly focusing of posters and spreading advertisement through the internet. Throughout my research I could not find any evidence of the
company using any other kind of medium to sell their drink, just posters and social networking. I would guess that the posters would be advertised by being put on billboards,
buses, bus stops and any other place that you could put a poster. Theses posters would also be used on the internet, as apposed to printing them out. I feel like because this
company have a very tiny campaign and advertising scheme, they rely mainly on the internet and social networking sites, keeping people updated with the latest news about
their drink and company, what they are doing by sharing photos and having direct contact with their consumers.
The design of their advertisement posters are modern, so they appeal to the young adults of today. The designs are relevant and new, like nothing that has ever been designed
before for an energy drink, instead of being harsh, intense and talking about sports and competition constantly, they focus on the energy harnessed by plants and how natural
and organic their drink is and they are very in clear where their ingredients have come from. So their imagery mirrors this, they have designs that are plant shaped and inspired,
using natural colours like greens, blues and light browns. Their images and photos of people on their website are the kind of people they want to represent their drink, and also
who they want to sell to and who they want to be their audience. The kind of fonts they have are gentle but bold, they stand out to a degree, but this is not intrusive and it
doesn’t offend your eyes, in contrast to a drink like monster, which is a lot more bolder and in your face. The fonts are simple, but they are also bold enough to stand out and
catch your eye, this is also helped by the bold colours, the greens and reds. The green really helps the design tie in the message that they are trying to deliver, about being
organic, vegan, good to the environment.
The content of these adverts are very simple and clear. They want for the audience to know how great this drink is. And despite how good this drink tastes, it also is good for you
and the environment. The poster adverts really focus on the fact the drink is made from plants, because of their tagline ‘harness the power of nature’. This really enhances the
fact that this already is a drink for health conscience people who need energy, but still want to watch what they put in their body. The content of the website that advertises the
drink is the concern with peoples well-being, right off the bat, giving a list of content of what is in the drink and what harmful chemicals are in it.
The factors of persuasion that this drink concentrates on telling people about the reward factor. They tell you through different media that the content of this drink is good, and
that you should replace your drinks with this drink because it is better for you and the environment. The reward of this drink is that you can drink a tasty energy drink, gain
energy and still be healthy. In some respect they have an experts talking about the drink to persuade you that this drink is healthy, having a quote from the founder of the drink
on the website, telling you what is in the drink and how healthy it is.

8. Overview of Product
I think that by researching this drink straight away, just by looking at it I know that this is advertised for the male population. Doing more research I can see that the company
begin to chose a niche market to drink their energy drink. From looking at the website, there is a lot of focus on sports and in particular BMX, skating and car/motor bike racing.
These are also known as manly, masculine sports, making it tailored to this market even more, by feeding the website with news about these sports, interviews from drivers and
skaters, catering to the target market. Another section of this website is reserved for ‘monster models’, which are women who are sexually objectified, just for the audiences
pleasure and interest. I feel that the age demographic for this because of the website, is hitting the older teens to young twenties market, males that are young enough to still
have time for hobbies and are immature and ignorant enough to objectify women. Another part of the market it could target is the gaming and music area. Young males
especially who like video games take them very seriously, and will play them hours on end, without sleep, so monster have targeted this market, replacing sleep with energy
drinks, so they can play video games for longer. Music goes hand in hand with this media, and people who listen to music will want to go to gigs and to have energy to do this
monster will encourage them to drink monster. The class who I think this drink is directed at is the working/middle class, because people need spare money to be able to play
video games or carry on hobbies. I think that the sport is more working class, like skating, just because this is a very independent sport that doesn’t cost as much as buying a
video console and keep buying different and new games.
The logo of monster is very recognisable, such that would could just have the M shape without the monster energy underneath, and still know the product and its name. The
logo of monster is very representative of what the product stands for and who they produce their drinks for, the market. The M looks like it has been torn into the can, having a
textured outline, making seem as if a monster has actually made that mark on the can. The colour of the M, is a bright, almost neon green/yellow coloured, but the colour of
the M does change depending on what flavor the can is. For example there is a can that had a purple M tear, and this is a mixed berry flavor. But in some cases the logo colours
can be inverted and the can is the different colour and the M is black. The M tear has a shadow in it to make the texture look 3D, to make the logo look more effective and
professional. The rest of the logo is the text, MONSTER and ENERGY, which are placed, monster above the energy, but both words under the M. The monster is in a font that is
in caps, the style of the font is aggressive as it reminds me of war that is portrayed in films, I think this is mainly because of the O and the line going through, that is similar to
roman font and text, which would could relate to battles and war. The sharp edges and jagged texture enhances the violent and masculine look of this logo. Also the jagged font
of monster matches the M, because they both have that kind of texture.
The corporate colours of monster are very bold but simple, only usually using two or 3 simple colours, for example black and blue. The most well know colour for the monster
tear to be is a neon, sickly green, which gradients from yellow to green, then the background is black, the monster text is white, then the the energy is the same green as that is
used for the M. The reason why these are the cooperate colours is because this flavor of monster was the first and the original. Now these colours are used for all of the
merchandise, the website, the advertising so the more exposure it has, the more people come to recognise that these colours are related to this product. This logo is over all
masculine and this is done on purpose because of their target market.
The look of this drink is made to look aggressive and masculine on purpose. It is made to look masculine by the colours to start with, the packaging is primarily black, which is
stereo-typically a masculine colour. Then the colours added to it are made to look masculine, by giving them a cold tone, for example the purple M on the can, the purple has
been made sure this tone of purple is cold and almost grey, to make it look as masculine as possible. The next part of this drink to make it look masculine is its size. The size of
this can is very large, the amount in it is 16fl ounce cans. The size is there because in comparison the drinks for women are in much slighter cans, and men will be too upset if
they have to drink something the same size as a woman, they have to be bigger, better and stronger.
The website is styled very much like the can of monster. The background of the website is all black and then the text is either green or white, so this is in keeping with the
theme. Each part of the website is set out with a banner at the top where you click the text at the top and this directs you to the places you want to go in the website. So each
piece of information is placed on a different place. Even though the layout of this website is simple, I find that there is too much information put into separate sections, and this
is confusing and overwhelming. I feel that this website acts as a news website for sports and esports that Monster sponsor. It also acts as a middle man, providing music it
sponsors, providing the website with music.
Monster energy drink was founded in 2002 and created by the monster beverage company. They have 34 different kind of drinks in north america. Hansen’s is a beverage
company and they produce Monster energy drink and is distributed in the United States by a company called Anheuser Busch. The company is now based in California.

9. Analysis of advert
The intended audience, the audience that the monster drink is trying to appease to is obviously men, as they have been trying to attract the whole way throughout their
advertising campaigns and website. By looking at their TV advert is it portrayed as a very masculine drink, showing a famous driver, driving a car in the desert, which they are
showing is a powerful thing to do, which only men would be able to cope with. Then another factor that you know this advert is based towards men is that they sexualise a
woman in this, her only being half dressed and the man being fully clothed, then him throwing clothes at her, telling her what to do. So this advert is all about men wanting to be
powerful and more powerful than people who don’t drink monster. I would say that this advert is more leaning towards an older age group of men, late 20s-30s, because of the
setting, and the content, that the man in the advert is driving and not skating, which would appeal to a younger audience. The class this advert would appeal to I say is a middle
class bracket, because driving is an expensive sport and people in a working class may not be able to afford a hobby such as this, meaning they can’t relate to the advert, thus not
wanting to drink monster.
The main medium of advertisement that monster use is their sponsorships. They are most likely seen and know for their logo being on sports peoples jackets, on event signs or
even on equipment, which is televised, and getting seen sublimely by watchers of these sports events. Another thing which monster would do is give out small free drinks, so
this would tempt the person who has had a taste of this drink to buy more, and become addicted, so they have to keep buying more, which then becomes a cycle, and this is
what monster rely on, the addiction. Another way monster advertise is by using billboards and putting their posters on bus stops and buses. This is another none invasive,
subliminal way of getting the monster thought into a consumers head, without annoying TV adverts. The next, less used way they advertise is TV adverts, these are done in such
a way where the man who drinks and represents the monster is the dominant character, and this plants the idea of power in the consumers head, so these TV adverts can be
effective, if they are done professionally and not annoying to the consumer.
The design and style of the monster advertisements are aggressive and masculine. ‘Unleash the beast’ is their tagline, so they couple this is imagery of aggressive and dominant
animals, such as tigers and bears. These animals with then be put in a style which fits the monster cooperate colours, such as using greens and blacks, to get the animal to be put
into the same context as the drink. They like to keep the colours as just green and black, with the green being over-bearing and neon, which stands out against other ads, but this
also makes a point of the drink, and how much energy is contains and gives you an idea of how powerful it is, appealing to people who need energy quickly. The other imagery
they using is in contrasting with the strong, dominant, aggressive animal imagery. This is using pictures of women, and putting them in submissive outfits and vulnerable
positions, making them look lower than men and also enhancing the fact men are more powerful than women, if they drink this monster. The font used in the adverts is fairly
simple, comparing to the aggressive logo, the fonts are still keeping with the colour theme of green, white and black, but they have used simple fonts, for important information
so it is easy to read.
The content of the TV advert that is pictured above, is to start with is a man in a monster truck type of car in the city, doing tricks and speeding around, sliding. Then the car ends
up going on a road into the desert and driving recklessly but at the same time doing tricks. Then this car jumps over a woman who is stood outside another more feminine car.
Then he pulls up beside the woman, and throws some driving clothes at her, then she gets into the car. Then the rest of the advert is them driving doing tricks, insinuating that if
you drink monster you can do this. The advert is very long and winding as it is 6 minutes, so the content in the advert becomes boring and repetitive after a while. The overall
message of all their adverts is that if you drink this you will become brave, have good skills and get all the women and you are powerful and everyone will respect you.
Factors of persuasion monster use is the reward and expert factors. The reward being that if you drink monster your reward is that you will become a different person, you will
become popular, have skills, become powerful, and have respect and get all the girls, which is very appealing to working class/middle class males in their 20s. The expert side of
the persuasion factor is that because this professional sports person is drinking this drink and telling you it improves their accuracy or skating, then the consumer will
automatically trust this sports person and buy the drink because they have been paid to endorse it.