This document discusses and analyzes the advertising strategies and branding of various energy drink companies. It examines the logos, packaging, slogans and marketing campaigns of brands like Irn-Bru, Relentless, Rockstar, Lucozade, Monster, and Red Bull. Key findings include that the drinks target younger audiences and emphasize themes of energy, fun and adventure. Different brands employ distinctive colors, fonts, imagery and celebrity endorsements to attract customers and build brand recognition.

1. Research into Existing products
Design for Advertising

2. The adverts which have been
designed for Irn Bru are not
relevant to be advertised publicly.
The slogans they use are in some
manner that many viewers may
see as offensive.
However I think that the purpose
of making these adverts is to
capture a target audience, make
the drink seem more fun and to
receive more custom.
The colour schemes in the adverts
are repetitive which makes the
overall work look up to a more
professional standard. As the
images on the left are always
black and white, where as the
right hand side is always orange.
This shows what colour scheme
the Irn Bru is.

3. On the video adverts, the designers
are aiming their product at a
humorous type of person rather
than somebody who isn’t up for a
laugh.
The fact that the video of the the
old lady dancing to unusual music
and the video is named ‘Unusual
taste’ suggests that the unusual
taste makes you do usual things.
Where as the second video is called
uplifting, which is a clip of a young
girl flying a kite, who is then
gradually taking upwards by the
kite. This also suggests that the
drink is ‘uplifting’.
Having these videos tie into the way
that the drink makes you feel is very
smart.
However, again, some viewers make
take strong offence to these videos.

4. The colour scheme on this
advert works very well as they
all show off a cool temperature,
which reflects on how the drink
should taste. However with the
orange added in at some points
in the text, makes people aware
of the Irn Bru characteristics.
These two images are exactly
the same, however with one
small difference. On one image
there is a small teddy bear
reading ‘sugar free’ where as on
the other there is not. This
suggests that Irn Bru and Diet
Irn Bru are identical apart from
the fact one is sugar free and
one is not.
The advert makes it very clear
by adding ‘SPOT THE
DIFFERENCE’ which will make
people understand that there is
very little difference in the two
drinks.

5. There are many different types of media to advertise
with. However, this is the first time I have approached a
drink being advertised in this way. Irn-Bru has been
advertised on a Taxi in Leeds. I imagine that this
promoted the drink very well. This Taxi is parked outside
a University in Leeds, which I think was probably on
purpose as students tend to like energy drinks a lot.
The logo of Irn-Bru is the title itself, in a very bold clear font with the creating
brand name BARR in the middle. This drink is recognised due to its orange and
blue colours used in all products made.
I think that they aim their audience at a younger generation rather than older, as
it seems to be a fun, happy drink as well as it giving out energy at the same time.
However I do not think they are promoting it so that children drink this as
children would not cope well with the high amounts of energy and sugar in these
drinks.

6. Irn-Bru 32 is the new energy drink from Irn-Bru
packaged in slim can with the original colour
scheme. As they used the original colours they
helped the drink become more noticeable which
also allowed people to know that it is a type of IrnBru drink.
“great tasting stimulation” is the slogan used on the
can which is used to get more custom. The
language they use such as “great” and “stimulation”
suggests this drink is going to be good for the body.
The word “tasting” is a bonus because not only are
they making it sound good for the body, they are
also advertising it as “great tasting”.
The can seems to be very similar to the original IrnBru can, however the way the text is presented on
the packaging is completely different. The shape of
the can is also different to the original, as this can
seems to be taller rather than wider.
The 32 comes from the ingredients. There are 32
flavouring agents and 2 controversial colourings.
However from 27 January 2010 there was a
voluntary ban on these two flavourings.

7. Relentless is sold incans and is marketed
as being produced for "those with need
of strong stimulation”.
A massive difference that relentless have
made during advertising is by using a
famous character of this time, to
promote their drink. Singer/rapper
Professor Green has made a short clip
rapping about the drink whilst obviously
drinking it as well. This will have a
massive impact on the public as all his
fans will then want to drink the same as
they see him as an icon.
The relentless logo has been
created in a rock/punk style of
illustration. The drink is
specifically noticed because of
its distinctive ‘R’ logo.

8. Rockstar are also another energy drink similar
to Irn-Bru and Relentless. However, they tend
to advertise their selves completely different
to the other drinks.
Rockstar have organised events in the past
such as ‘Mayhem Festival’ ‘Rockstar Uproar
Fest’ many motorsport and action sport
events.
Organising events like these allow people of
different social and ethical groups from all
over the world be familiar with Rockstar.
Adding their logo to essentials such as cars
and surf boards also makes people very
aware of the brand. This is because things
such as these are looked at very closely by
the public and people tend to look up to their
idols for how their equipment looks.
This drink is distinctively known for its many
different flavours which are packaged in many
different coloured cans.
Rockstar logo is two R’s in the shape of a star.
Many people are familiar with this due to the
advertisement on popular items such as
racing cars.

9. Lucazade packaging is a very different kind to the other energy drinks I have been
researching. This is a plastic, larger bottle with a covering plastic package. The colour of
the bottle obviously depends on the flavour, however the brand recognition would be
the distinctive font reading Lucazade with the pattern around it.
The adverts created for lucazade are all
promoting the drink for the amount of energy
they include.
A video advert I recently watched, shows a man
doing many different kinds of activities from
scuba diving to crocodile wrestling, to show it’s
“awesome kind of energy” the drink gives people.

10. The Lucazade drink comes in 2 different bottles, depending
on which drink you choose to have. However the Energy
drink comes in a plastic bottle with an outer layer of
packaging. As there are many different flavoured Lucazade
Energy drinks, the colour of the packaging changes.
Although the flavour changes, the distinctive fonts and
logo stays the same. This logo is created to look as though
it is an arrow. Maybe so that the arrow can be referred to
the body having lots of energy and being able to move fast
like an arrow. All fonts used on this packaging are clear and
easy to read which makes it easier for customers.
The target audience for this drink, I think is young adults
and teenagers. The colours used throughout the packaging
of Lucazade suggest that they are aiming to get young
people to buy this drink. Students and young adults tend
to me the main target audience to energy drinks as they
are usually the people needed energy, as well as sports
people.

11. The logo to this energy drink has been created to look
specifically dark and scary, due to it being named ‘Monster’.
The fonts used in the logo are clear but also fancy. I think that
this logo has been targeted at an older market rather than
younger people. People of a younger age are more likely to
pick up a more colourful exciting drink. As children will not be
attracted to this drink, I find this a high advantage as drinks
with this amount of energy and sugar in, is not good or
healthy for people of a younger age.
The Monster Energy drink comes in a 500ml can which is
identical to the previous items I looked at, Relentless and
Rockstar. Also similar to these brands, Monster comes in
many different flavours for the customer to choose from.
These flavours created by Monster Energy
are named things that aren’t necessarily
aimed for an average person. I think
these have been named specifically so
that the people who are more into energy
and sport, are more attracted and
interested in the drinks.

12. Red bull is particularly similar to Irn-Bru 32. However
Redbull is a lot more easier to get hold of as it is much more
popular. Also, Redbull comes in different sized bottles as
well as having a sugar free drink.
The blue and grey tin can along with the red logo is
commonly recognized in many places all over the world.
I think that the sun behind the bulls in the logo symbolizes
the energy which is in this drink, where as the bull is letting
all that energy out.
When I researched into different Redbull adverts, the one
that captured my attention the most, is the most recent
one. This advert was promoting the drink very well, by
giving examples of the things you can do. I think they are
trying to say, if you drink Red Bull, it will give you the
motivation to do things. The language they use in this
advert suggests that anything is possible, “find your line,
and go beyond it” “explore” “the only limit, is the one you
set yourself”. I think that Red bull are trying to make people
go one step ahead, and do something different.