The document provides an overview of several energy drink products, including Monster Energy, Powerade, Red Bull, and Scheckter's Organic Energy. For each product, it discusses the target audience, logo/branding, website design, and ownership. It also analyzes sample advertisements for Monster Energy and Powerade. The ads aim to persuade young males that consuming the drinks will enhance sports performance and allow them to achieve extreme feats, like sponsored athletes.

1. Energy Drink
Research
Name: Haris Shaikh

2. Overview of Product: Monster Energy
The target audience for monster energy is Males ages 16-28. this is due to the fact that this is the most likely age range of
people who would be interested in energy drinks or would have use for them. One of the reasons for this is the fact that
monster energy gear towards extreme sports, and the majority of people who are interested or involved in extreme
sports fall within this age range.
The logo features the letter M which appears to be presented as if it was torn by a monsters claws. This carries
connotations of energy and power in the way that it is depicted as being ripped or torn.
The predominant colours are black and green. The green fits in with the whole ‘monster’ idea as when you think of
monsters green is generally the first colour which you would associate with this. The green featured is a very bight,
vibrant green adding to the overall ‘high-energy’ appearance of the product. The contrasting black is present because the
drink is aimed at males and also because it makes the green appear to be even more vibrant. You would be hard pushed
to find a drink which is presented in black if it were being aimed at a female audience.
the appearance of the drink is extremely masculine. The text is presented in a rugged font and the primary colour of the
can is black. Note the lack of detailing or pattern, this is done to reinforce the ideology that males are less interested in
intricate designing which could be interpreted as more feminine.
The website is made up of the two house colours associated with monster energy; green and black. The first thing which
catches your eye is a large banner featuring photographs which alternate every few seconds. They include images of
extreme sports such as motocross, rally racing, mountain biking etc. and also include seductive images of women posing
with the words ‘Monster girls’ in large and ‘meet the models’ in a smaller font at the bottom
Monster Energy is owned by the Monster Beverage Corporation (formerly known as Hansens Beverage Company).
Shareholders agreed to change the name from Hansens Beverage Corporation to Monster Beverage Corporation on 5th of
January 2012.

3. Analysis of advert
The intended audience for the Monster Energy advertisements are definitely young males (ages 16-28). They mainly
advertise through the use of sponsorships. The main category in which they sponsor would be extreme sports including
skateboarding, motorsports, BMX, snowboarding etc. another way in which they advertise would be through music. They
endorse many musicians such as asking alexandria, escape the fate, yelawolf, slash etc.
The medium in which they do this in generally through the use of paying athletes to wear clothing which features the
Monster logo and colours, or wrapping vehicles with the logo and painting them using the two primary colours which are
used by Monster.
The adverts generally consist of a large picture with very little text. This is due to the stereotype that the target audience
would be pushed away by large blocks of writing and would be more drawn to the pictures themselves. The fonts are
almost always presented in white or monsters house colour - green. The layout often includes a close-up of some sort of
motorsport or extreme sport in action accompanied by a small amount of text.
They then use still images from these sports which are often depicted in a way which suggests excitement and action. For
example they often use still images taken of a car which is painted with the monster colours and has the monster logo
presented on the car itself. Many of these images will depict the car ‘drifting’ round a corner with dirt flying out behind it
or some other similar action packed activity.
Some of the factors of persuasion which are present in monsters advertisement campaign include the use of star or
expert endorsement. For example they will sponsor professional sports people which the viewer may admire or aspire to
be like. Another way in which they may try to persuade the viewer is through the use of reward. They will claim or
suggest that if you drink their energy drink you will be able to achieve things that otherwise you would not be able to do.
This links in directly with the endorsement which they do with sports people. Subconsciously it suggests that you will be
able to achieve what they can if you drink monster because they do, whereas in reality it is not due to this at all but
because they are generally good at what they do, even before they drank monster.

4. Overview of Product: Powerade
Powerade is aimed at quite a specific market. The market which it targets is the sport drink industry. The drink itself is
designed for use with sports and contains many minerals and electrolytes which are lost in sweat.
In 2009 they renamed it Powerade ION4. this new version contains a formulation of four key electrolytes in the same
ratio which you typically lose in sweat.
In 2002 they even modified the bottles which Powerade came in to a ‘sport-grip’ bottle, which allowed athletes to handle
the product more easily. This reinforces the idea that it is a sport drink.
Also the name ‘Powerade’ helps suggest that it gives you power as it is common for drinks to end with ‘ade’ (lemonade,
cherryade and even rival sports drink Gatorade) and it usually follows the type/flavour of drink it is. They have made use
of this and created the name Powerade which suggests that the drink gives you power.
Additionally the colour of the actual drink itself is often very bright and vivid which suggests high energy.
The Powerade logo is not hugely significant in itself. the logo varies throughout different countries but it generally focuses
on the word ’Powerade’. Often the logo suggest movement, sometimes it appears as a wavey letter P suggesting
movement, sometimes it is just the word Powerade atop an arrow. Everything about this drink is aimed at sport.
The word itself is featured in capitals and a bold, block font, it is quite formal and has an almost medical appearance. It is
simple and to the point and carries connotations of the medical/technological sort of industry.
The corporate colours are black and blue. The blue is a very bright electric blue which coincides with the most popular
flavour, which is the same colour. Often the word Powerade is surrounded by the blue colour which radiates from the
edge of the letters to give a glowing appearance.
The overall appearance of the product if very direct and to the point. It features basic block colours and writing and has
an almost medical feel to it. It does this by saying things such as ‘advanced electrolyte system’ and lists which vitamins it
includes. The label design is very simple and is not as busy as a lot of other drinks.
The website carries the same connotations as the product itself. It features the same house colours and basic design with
the radiating blue throughout. The blue colour is made up of a honeycomb sort of pattern which adds to the whole high-tech,
scientific feel of the brand. The first thing that you notice when visiting the website is a large banner which features
well-known athletes. This is a type of celebrity endorsement but features experts as opposed to celebrities due to the
nature of the product.
The brand is owned by the Coca-cola company. Their main rival is PepsiCo, which also produce their main rival in the
sports drink industry; Gatorade.

6. Analysis of advert
The intended audience for the advert I have chosen is male football fans. The reason I say this is
because the advert features a famous footballer playing football. They insinuate that if you drink
Powerade you will perform better than you would as opposed to drinking water.
The medium for this advert is moving image. It is an advert which is likely to be featured on TV as well
as on websites such as YouTube.
The colours featured in the advert are quite dark and gloomy, providing a mysterious overall feel to the
advert. The background is very misty further adding to this. Note that the overall colour of the advert
has a blue hue to it, which is done to associate it with the drink (which has a blue house colour). The
imagery includes the footballer taking shots at a goal and scoring, this carries connotations of power.
The content of the advert is essentially a famous footballer who is depicted as playing a version of
himself in a 1v1 match, but one drinks Powerade and the other drinks water. The one which drinks
Powerade wins the first challenge and scores, which is followed by the one which drinks water
managing to score a goal. Immediately after this the one which drinks Powerade manages to win a
challenge from his opponent by using an element of skill to kick the ball behind him over his head
where he then meets the ball with a volley, resulting in another goal for the one which consumed
Powerade.
The one which consumed Powerade then helps the other up and hands him a bottle of the product in a
patronising way.
The advert ends with a close up of a sports bag which it zooms into to reveal a bottle of Powerade, and
the quote ‘sports kit for your insides’
The factors of persuasion which are included in this advert is the fact that it insinuates that you will fail
if you choose not to drink Powerade. It also helps persuade you due to the fact that it features Wayne
Rooney who is a well-known successful footballer which might make the reader want to consume as
they may aspire to be like him or they may think that he is successful because he drinks Powerade.

7. Overview of Product: Red Bull
The target audience for red bull is mostly young males (ages 16-29). The way in which they target their audience is largely
through the use of extreme sports. They are involved in a huge range of sports from skateboarding, to racing and even
mountain climbing.
They sponsor teams and events that are associated with the type of people they target, for example, they have a Red Bull
Racing team, and they sponsor the world Rally Car Championships. This costs Red Bull $30 million each year, as they
devote $100 million to it but only receive a revenue of $70 million as a result.
They have also bought a football team in Austria (the country from which the brand originates) and another in New
Jersey.
They also have a secondary target audience that is slightly different. It is older people, aged 30-45 who come from all
walks of life, be it a businessman needing something to wake him up in a morning or a delivery man who needs that extra
boost.
The logo features two bulls which appear to be charging at one another with a yellow circle in the background. The colour
of the bull is red which obviously relates to the name of the product. The reason the bulls are challenging one another is
to connote power.
Red Bull’s corporate colours are red, yellow and blue. When they sponsor something such as racing it is most common to
have the charging bull and then the yellow circle near the head. Note they do not use the two bulls charging at each
other but instead use just one.
The website is very professional and well laid out. The first thing that you notice is a large banner across the top of the
screen which features an image, usually of some kind of sport. They have a band at the top which contains hyperlinks to
other sections of the website. It contains links to bike, motorsport, music, games, esports, discover, snow and then a type
entitled more, which has a drop down menu of even more.
As you scroll down they have information on upcoming and recent events as well as other important information. The
website is very easy to navigate and find what you are looking for, and if you’re just browsing there is surely something
which may interest you.
Red Bull is owned by an Austrian company named Red Bull GmbH. Dietrich Mateschitz funded the company after visiting
Thailand in 1984. he found that a drink named Krating Daeng help him recover from jet lag. He then developed it to suite
westerners tastes and red bull was born.

8. Analysis of advert: http://www.youtube.com/watch?v=SKuirwDIfLk
The intended audience for the advert which I analysed is young males, ages 16-28. the reason I say this
is that the advert is very energetic and many of the people which are included in the advert fit this
target audience.
The medium of the advert is moving image. You would expect to see this kind of advert on TV or to
appear before a video on a site like YouTube. This is due to the fact that this sort of area is the type of
place where the intended audience may come into contact with the advert.
the clips are very short and blend into each other to create the overall effect seen. The colours are
generally very bright and the clips contain a lot of movement and emotion. They make use of imagery to
provoke an emotional response in the reader. The use a short clip of a cityscape to appeal to the
younger ‘urban’ target audience and this combined with the idealistic clips from concerts and extreme
sporting events appeal to their target audience in a very clever way
It contains lots of short clips which feature a lot of extreme sports and clips which involve music. The
advert contains virtually no text apart from ad the end where it says ‘Welcome to the world of Red Bull’
which zooms out and then shows a can of Red Bull along with the quote ‘gives you wings’.
The factors of persuasion involved are the use of icons or celebrities in the advert. This makes the
viewer think that they have achieved what they have through the use and consumption of Red Bull.

9. Overview of Product: scheckters organic energy
The target market for this product is a more health conscious, upmarket, older person. It is also more feminine than the
vast majority of other energy drinks. It features many different stamps from from organisations such as fair trade, organic
soil association, the vegetarian society etc.
The can itself is a lot more minimalistic and simple than many others, and the fonts are not overly complicated. It
features quotes such as ‘powered by nature’.
One of their main design points is a sort of checklist which has ticks for it positive aspects and crosses for the negative
aspects which it has combated and doesn’t contain. For example it has ticks for; stay sharp, raise your game and ultimate
exercise partner. It has crosses where it states no taurine, no refined sugars and no artificial ingredients.
The logo features the words ‘Scheckter’s Organic Energy’ with is followed by their motto ‘powered by nature’. To the left
of the word ‘scheckter’s’ is a leaf, which makes the reader associate the product with nature and wellbeing.
The corporate colours are white, which suggests innocence. Green which suggests nature. And red which carries
connotations of energy. The majority of the can is white with the word organic being green and the work energy being
red. This goes perfectly with the associated feeling and emotions which the colours represent.
The look of the actual product is very innocent and not as hectic as many other energy drink brands (think rockstar and
monster) the can itself is presented in a slender can which has a matte sort of texture, which is unusual compared to the
glossy feel of most canned drinks. You can tell the product is more upmarket as it is not cheaply made (both the can and
the product which the can contains) the actual drink itself is manufactured to FairTrade standards and they have done
many things which they could have done cheaper but instead they have decided not to due to them targeting a niche in
the market
The website correlates directly to their innocent and natural approach. The background shows green grass and a blue sky,
with a multicultural group of males and females jumping in the air with their hands raised, all looking happy. One of the
main aspects of the website is a chart-like feature. On the left under a header saying 100% in a large bold font it states
that the product is; all natural, all organic, 100% vegetarian, FairTrade certified, certified energy drink, informed choice
and informed sports approved. On the right under the same sort of header but instead saying 0% is; no synthetic caffeine,
no artificial sweeteners, no artificial colourants, no artificial flavourings, no preservatives and no toxic chemicals
Toby Scheckter is the person who owns and founded the company. He was raised on an organic farm run by his family in
England. He states that it was involvement in day-to-day activities on this farm that provided him with a deep
understanding and appreciation for the process involved in organic produce.

10. Analysis of advert: http://www.youtube.com/watch?v=WIP98p2jsfc
The intended audience for the promotional video which I am analysing is definitely aimed at an upper-class
market. The target audience is both male and female. The reason I say this is because the video
features attractive women holding the product, which obviously will catch a male viewers attention, but
it is not strictly aimed a males. The fact that they feature women in the video also means that it appeals
to a female audience as they may aspire to be like the women in the video.
The medium of this advert is moving image and is likely to be distributed via social media and is
featured on the popular video sharing site YouTube.
The video itself is well presented and features clips of obviously wealthy and attractive young people
drinking the drink at a beach party of some sort, as well as picturesque clips of yachts and things such as
the sun setting. It also connotes wealth through the use of things such as jet ski’s, speed boats etc. the
video has been very well shot and edited to create an executive feel. It shows many people pouring and
consuming the drink as well as bars with the drink stocked. Its very sunny and appears as if it’s a holiday
or something out of a movie.
The factors of persuasion which are included involve the use of showing attractive and wealthy people
consuming the drink and generally having a good time at a luxury beach party. This makes the viewer
aspire to be involved with such events and the way the video is portrayed suggests that you can achieve
this by getting involved with the brand.