This document contains summaries of several advertisements for energy drinks and other beverages: 1) An Irn-Bru advertisement plays on Scottish stereotypes and traditions to appeal to loyal Scottish customers. 2) A Red Bull advertisement humorously edits a famous equation by Albert Einstein to associate their brand with intelligence. 3) A Lucozade advertisement features popular musicians to encourage fans to see the drink as "cool" and includes collectible bottles to appeal to teenagers.

1. Irn-Bru Advert Analysis

2. This Irn-Bru advert follows a trend set by previous adverts released by A.G. Barr. The
colour scheme heavily features Irn-Bru’s traditional colour; ginger. Ginger also resembles
the colour of the drink and ties in with the stereotypical view of the ginger haired,
Scottish national.
The humour used in the adverts aligns with their target audience, teenagers. Irn-Bru
enjoy playing up to a rebel reputation with their advertising, this often leads to the
company being in trouble with the ASA. However this conflict with the ASA comes with
benefit as many teenagers will often see the brand as being cool, for being a maverick
amongst beverage companies. The style is made to look less slick than other drinks
companies, this again plays up to their teenage rebel audience. The picture is made to
look less slick by using a font that looks hand-written. Also in the content is a pack-shot
and slogan to help the reader identify the author of the advertisement and it’s aim; to
promote a joke.

3. This Irn-Bru advert plays up to the drink companies loyal Scottish customers with jovial
anti-English views. The advert is just one of the Irn-Bru “get through with Irn-Bru” themed
adverts. These set of adverts are designed to be humourous like all Irn-Bru adverts.
The content of the advert plays up to stereotypes of English and Scottish people. This
makes the advert easy to understand for the consumer. An example of this would be the
man drinking Irn-Bru reading a magazine named ‘Scottish Stuff’. The colour scheme in the
advert use colours of the Scottish and England national flag as well as the Royal standard
of Scotland which can be seen in the background of the screenshot above. A pack-shot is
shown at the end of the advert to leave the viewer in no doubt as to the aim of the
advert, this is similar to the previous advert, a website address and the advert slogan are
also shown.

4. In 2006 Irn-Bru released a Christmas advert. The advert was full of the usual that has
come to be expected by those viewing Irn-Bru adverts. Re-creating “The Snowman” may
have also been a parody of the Coca-Cola annual Christmas campaign to go with the 2013
‘share a bottle’ parody campaign by Irn-Bru. The Christmas campaign was very popular
amongst Americans where the film is immensely popular and Christmas is widely
celebrated. The style of the advert aligns itself with that of “The Snowman” with a certain
graininess to the advert, with similar drawing style and music. At the end of the advert
the traditional pack-shot is used in the advert. The content of the advert differs slightly
from the original film however, the boy depicted in the advert is ginger (brown haired in
the original film) linking in with the colour scheme of the Irn-Bru can. Also instead of
flying around England like in the original film, the boy and Snowman are now flying
around Scotland, this is shown in the advert as the duo come across a notable myth in
the Loch Ness Monster and a notable building in the Glasgow Royal Concert Hall.

5. This particular advert is for ‘Irn-Bru 32’ an energy drink
variant of ‘Irn-Bru’ which was launched in 2006. Firstly
the slogan of “WAKEY WAKEY” links in with imagery of
a morning bird waking up surrounding homes as well
as the purposes of an energy drink in the morning to
give someone an energy boost and in effect, wake said
person up. The colour scheme of the advert and in
particular the bird tie in with that of a can of Irn-Bru;
orange and blue.
In the TV advert Irn-Bru once again push certain
stereotypes to the forefront; an aggressive Scotsman
looking for a fight. As with all Irn-Bru adverts a pack-
shot is shown at the end of the advert to once again
leave the viewer in no doubt as to what the advert is
trying to promote. This advert again may delight their
intended teen ‘rebel’ audience who see libraries as
boring and picking fights as cool.

6. The Monster energy seems to set out to create a
horror aura around the advert. This perhaps is to
target a certain type of audience as the font on
the can is very ‘horror’ like, the “M’’ on the can
looks like it has been scrawled on my someone’s
fingers nails. This technique is very similar to that
of the poster for ‘I saw the devil’. The colour
scheme also links in with this thought, the
background is a black with a slight green hue. This
adds to the eeriness horror-like demeanor of the
advertisement.
The slogan “unleash the beast” also links in with
the whole monster eeriness campaign. Unleashing
the beast is something that the Incredible Hulk
could be attributed with, the green skinned
character can be linked in with ‘Monster’s’ colour
scheme.
The can on the advert is surrounded by a neon
glow, this helps draw the readers attention to the
can. The glow keeps in line with the colour
scheme of the advert, maintaining a professional
standard and therefore reputation
for the company which is past onto potential
consumers via the advert.

7. This an advert for Powerade energy drink. The
advert uses a colour scheme that can be
definitely linked with their product. The bottle
is labelled in packaging that looks similar to fire.
If interpreting correctly it could be seen that
the packaging is linked in with energy that is
beneath the ground. “Energise fast”, could be
seen as the company jokingly hinting that the
drink is sourced straight from energy
underground and therefore consumers will get
a quick energy boost and also therefore
“sustain performance”. The black used again
links in with fire perhaps being used to
substitute the colour of coal.
In addition the Powerade bottle is full of
pictures of bubbles. These bubbles, whilst
obviously there firstly to show the drink is
carbonated, could also be for a stylistic
purpose. The bubbles to the quick glance of the
consumer make the bottle seem like it is
engulfed in condensation. This shows that it is
actually a drink being advertised at it is literally
dripping in thirst quenching liquid.

8. This is an advert for energy drink Red Bull.
Red Bull have often used humour as their way
of advertising and this advert is seemingly no
exception. The company use a worldwide
recognisable face, this means that humour
can be understood worldwide. When people
think of the most intelligent minds of human
existence, the man on the poster Albert
Einstein will probably be thought of my very
large percentage. The advert also edits the
equation linked to Einstein by many. Again
this is a ploy of humour by Red Bull to make
an enjoyable advert whilst also hoping it’s a
memorable one too. Every time a consumer
thinks of Einstein they think of Red Bull, this is
what the company will be hoping anyway.
The company keeps it’s traditional colours in
the advert of: red, purple and white. This is
key for maintaining their brand identity and
marketability.

9. This is an advert for Lucozade energy drink. The
company use the ever popular celebrity culture as a
way of marketing the drink. Fans of these musicians
will believe that it is ‘cool’ to drink this product if
their heroes such as; Plan B, Tinie Tempah or Wretch
32 also drink it.
The advert also showcases a collection of bottles to
collect. This would potentially be massively be
popular with teenage consumers. Many who want to
be seen as cool. Many teenager may see a potential
to be cool if they have the all the bottles. This
creates a massive money-spinner for the Lucozade
company. This is stated in the bottom paragraph of
the poster, where a 10% increase in sales since this
specific marketing campaign began.
With huge audiences individually between each act
the marketing potential is huge for Lucozade and
they have capitalised on this.
The colour scheme of each bottle also capitalises on
a potential fashion market within its consumers.
With consumers being seen with the colour bottle
that is their favourite colour or that matches the
clothes they are wearing.