Energy Drink ResearchName: Chloe Stead

Overview of Product

From looking at Scheckter’s Organic Energy’s website their target audience appears to be people of all ethnicities and genders, between the ages 20-30. The image they have used for their home page is of a group of young people, who are a mix of ethnicities, and they have included an equal amount of men and women in the picture. This image is the image that they used for their home page. A way that they are targeting young people is throughsocial media. On their home page they show which social media websites that they are on. It shows that they are on Tumblr which is a website more commonly used by young people. I would also say that Tumblr is used by people with liberal beliefs. I think that Scheckter’s Organic Energy are trying to target people who have an interest in ethical issues. On the home page for their website they make the Fair Trade, Vegetarian Society, EU and USA Organic Farming, Informed Sport and Soil Association approvals very clear. These are things they would interest people who care about ethical issues such as trading standards, animal welfare or farming standards. They have made sure that these labels are clear in order to show that it is as important to them as a company as it is to their audience, and to entice their audience into getting their product. Another thing that they show on their home page are facts about the product that will entice people who have an interest in where their food and drinks come from.On one side it shows this listAnd on the other side it shows this listUsing percentages to show the audience whatis and isn't in the product makes it seem more like scientific fact rather than a claim. As well as putting100% at the top of the list, they also say 100% Vegetarian in the list putting an emphasis on that fact because it maybe especially important to their audience.

The logo that Scheckter’s Organic Energy have used shows their brand name and a tag line, with little use of imagery what so ever. The only image that they have used in their logo is of a leaf next to the S in Scheckter’s. This leaf could be used to make the audience associate the product with nature. They have used the colour green as well in their logo. This colour tends to have connotations of nature. The same shade of green has been used in the image of the leaf as in the word Organic. This could be to show the audience that the brand is connected to nature. They have used the colour red in the logo for the work energy. The colour red it think has connotations of power. It’s a striking colour that makes the word energy stand out from the rest of the logo. I think that it has been used to remind the audience that it is an effective energy drink as well as being organic. The font that they have used for the word Scheckter’s looks almost like hand writing. They could have done this to make the product seem more home made or friendly. The tag line that they have used in their logo says “Powered by Nature”. I think that the word “powered” reflects the fact that the product is an energy drink, though to appeal to their target audience they also use the word “Nature”.

Their corporate colours are green and red. They use green in most of their logo such as the colour of the leaf and the word Organic. They also use red in their logo for the word Energy. On their cans they use a band of colour across the top to distinguish between the regular version and the “Lite” version. Red represents lite and green represents regular. The colour green has connotations of nature, so I think that they have used this colour to make the audience associate the product with nature. In this case the colour red has connotations of power, which is why I think that they have used it for the word energy in the logo. Throughout their website they have used the same shade of green. They have used it for the buttons to navigate through the website, and they have used it to highlight important words or sentences. They have also used it in their images.

On the home page of the website the background image is of lots of grass with clear blue sky and a group of happy energetic people. On all of the pages in their website the background is a picture of grass. The grass looks very realistic, it almost makes it look as if you are looking onto a field. This has probably been done so that their audience will associate the brand with nature. On the website they provide lots of information about their ethics. They also show how each different kind of drink they sell benefits your mind and body, and how their drinks work. I think that the fact they provide so much information on the product makes it stand out from every other energy

drink on the market. I think that with most energy drinks that are not made with organic ingredients, the company would not want to show off about what is in their product and where its come from. On their website they also have a gallery of photographs that shows different kind of people who drink the drink such as athletes, or people at parties. It also shows that you can create cocktails with their drinks.

Analysis of advert

On Scheckter’s Organic Energy’s Youtube channel there any many videos about making cocktails with this drink or videos featuring people drinking cocktails made with the drink. All of the people in the videos are young and attractive people. Most of the videos are set in the summer time and are set at a party of some kind. They have used electronic music in their videos which fits in with their party theme. Electronic music is something that appeals much more to young people rather than older people.

The promotional videos on their website have been used to appeal to their main audience. The videos show that you can drink their drink in many ways. It makes the drink seem much more exciting, and the fact that they demonstrate that you can mix it with alcoholic drinks could make it seem like a much cooler drink to young people.

There are many persuasive techniques that companies use in their adverts. I think the way that Scheckter’s Organic Energy have chosen to persuade their audience is through reward. This is the method of advertising that makes the audience feel as if their will be rewarded if they purchase the product. Scheckter’s Organic Energy’s videos use tactics that make the audience feel envious when watching their videos. I think that the summer time and party theme running through their videos makes the audience watch it and want to be there. The settings look glamorous, one video is set on a yacht, and the people also look glamorous. The audience may watch the videos and think that the people featured are inspirational, and they may feel that if they get the product they will be just like those people in the video. These adverts could also show more about the type of audience that they are trying to appeal to. As the people in the video appear to all be quite wealthy, it could be an Upper class audience that they are trying to appeal to.

I haven't yet found a TV advert for Scheckter’s Organic Energy, I have only seen videos on Youtube. I think that this may be because young people tent to spend more time on the internet than watching TV. If they created TV adverts then they may be less likely to get seen by their target audience, where as if the advertisements are up on the internet it may be more likely. I think that when young people watch TV they are more likely to change the channel when adverts are on in order to avoid them. On the internet it is their choice whether or not to watch the video or not. I think that is the audience is really keen on the product and finding out more then they will more likely watch their videos of their own free will. Also, Youtube will sometimes come up with recommendations for

you, depending on what type of videos you tend to watch. This may be another way Scheckter’s Organic Energy are planning to attract the attention of their audience. If someone watches a related video to one of Scheckter’s videos and it gets recommended to them it is more likely that they will see the video and want to watch it.

Tends to be rich people who own boats. Sea looks really appealing.

Women dressed up in cocktail dresses looking glamorous.

The setting for the party is very glamorous and appealing. The weather also looks nice and hot.

Range of men and women in the video.

They show what alcohol these people are mixing Schleckter’sOrganic Energy with.

Overview of Product

Rockstar Energy Drink shows that it is definitely aiming for a young, straight, white male audience. On their website they show lots of images of men doing extreme sport such as snowboarding, skateboarding or motocross. These sports tend to be dominated by men. Even though there are some women that participate in these sports there are no photographs of women taking part in their gallery. Stereotypically it is men that have more of an interest in sports than women. It may be that men would be more likely to buy the product if they show that they sponsor a type of sport that they like. If extreme sports is part of their life style then they may want to adopt other habits associated with extreme sports. The men in the images on their website all tend to be white. Though this may not prove too much about their audience, it could show what kinds of men are into extreme sports. If there are more white men into extreme sports then it could be that it is white men more likely to be into the product. On their website they also show their association to a certain kind of music. They appear to be heavily associated with Heavy Metal and Pop Punk. They have listed on their website a few band names. The also sponsor many music events that feature some of the bands that they are associated with. The genres that they are associated also tent to be white male dominated. Many of the bands themselves are all white males. On the website they also feature a section called Models which has “Lad Mag” type content, showing women in revealing outfits that have the brand name on, posing with a car, motorbike or with the drink.

This is Rockstar’s logoIt shows the brand name whit an image of a star. The font that they have used I think reflect the type of font used my some of the music that they represent. For example, I found image (1) on a promotional poster on the Rockstar website. It shows tour dates of certain bands that they represent. As you can see, like with the Rockstar logo font, it is bold, with harsh lines and looks 3D. The font is bold with lots of harsh lines. The font also looks as if it is jumping off the page. I think this font is to show the target audience that the product represent boldness, and being outgoing. They(1)

play by the rules. On every can, or piece of merchandise that they sell there is an image of a star with the letter R inside it, one facing the right way one facing backwards, as if it has been reflected. I think that they have used this to make the logo more memorable. Its combined the first and second part of their brand name, the R standing for Rock and the star image representing Star. This is to really try to make you remember the name. Just the word on its own may be easier to forget.

The colours they have mainly used in there logo are yellow, black and white. They have mostly used yellow in their logo. The colour yellow is often associated with hazards or poison. I think thatthey have used the colour yellow to make people think that the ingredients for the drink is quite a powerful concoction. I think that the colour black is associated with the type of music that they represent. Again, looking at a promotional poster from the Rockstar website for an event involving bands that they are associated with, you can see that the main colour they have used is black. I think that black has connotations of death. I think that they have perhaps used white in the logo for the words “energy drink” as perhaps they see that bit as less important than the brand itself. White doesn’t particularly stand out, making “Rockstar” really stand out.

The company behind Rockstar appear to be much more focused on appearance than about the actual product itself. For each different flavor they sell the can has a really bold design on it, though on the website they don’t provide much information about each one. I think that appearance and being associated with rock music or sports they like is important to Rockstars audience. It is often important to people, more so younger people, to have an identity and show who they are through the clothes they wear, music they listen to or the products they buy. People who are into extreme sports or rock music may want to be seen drinking Rockstar as the brand is associated with those things. This is why I think that their cans designs are so bold and unique, because their audience is so focused on appearance. On the website you can click on small images of each different product, it enlarges the images but barely gives any information about it. They also feature people on their website that all have a specific look. The men all look like they follow the stereotypes of someone who listened to heavy metal music, or pop punk. They generally look quite grungy and un-groomed. They either have tattoos, or long hair with some facial hair. They all appear to be quite young. Because all of the men featured on the website do an extreme

have replaced the A in Star with a picture of a star. The shape of the star almost reflects the shape of a capital A. By using a star instead of an A it could be showing the audience that they aren’t conventional, they don’t need to

appear perfect and doll like. They are also all wearing revealing outfits that are sports related, or are standing with a car or motorbike.

The websites design is quite basic. The background colour is just plain black or grey. It is straight forward to navigate as well. The buttons are all in a row at the top of the page. I think that this shows that they don’t think that their target audience will care much about fancy website design. They have incorporated the same yellow as is in the logo in some aspects of the website, such as when you hover over a button or select it. They also use the colour yellow to section off the main content from the navigation buttons. On their website there are a lot of images used, and much less writing. This may be because they think that their audience will not particularly want to spend time reading and care more about looking at attractive women and men that they aspire to be.

From looking at the Wikipedia page, I think that Rockstar is owned by Rockstar Inc. This may mean that they do not manufacture any other products other than this energy drink, and their merchandise.

sport of some kind they all look to be in good shape as well. The women on the website are stereotypical women that you would see in Zoo. They are all quite curvy with long hair. Their skin has been photoshoped a lot to make it

Analysis of advert

From doing some research on Rockstar, I cannot see any TV advertising that they may have created for their product. I think that this may be because they are assuming that their target audience doesn’t have the time to be watching TV. They try to sell their product to people who have an interest in extreme sports so perhaps they will be too busy to watch an TV. The only videos I can find are on the Rockstar website, which are all videos about sports events that they are involved with. They have an entire Youtube channel dedicated to extreme sports rather than the actual product. From this I can tell that the intended audience for these adverts are people who have a keen interest in extreme sport, who want to go out of their way to watch videos on it.

In the videos extreme sports is the main focus, and there is little about the brand. Through out there videos there is the brand logo in the top corner in order to remind people of who uploaded the video. Their logo appears in the video elsewhere such as on clothing or sports equipment. There is also music rock music playing in the background on their videos, which is incorporating one interest their target audience may have with another.

The videos that are on their website have been uploaded from their Youtube channel. It may be easier for their target audience to find the videos on Youtube rather than directly from their website as they may go to Youtube more frequently. The titles of the video only reference the sports and not the brand, so anyone searching online for example for a video about Wakeboarding then Rockstars video will come up. Their audience will see the brand logo appear in the video, or will look at the uploader and will make the association between the brand and a sport that they like. This is how they are enticing their audience to purchase the product.

Overview of Product

Lucozade

Lucozade is an energy drink that markets itself as a sports product. On their website and in their advertising they put a lot of emphasis on their connection to sport. They have set up something called the YES Foundation. It is trying to encourage people to get involved with sports in aid of charity. They also make claims that their product hydrates you better than water during exercise. By showing their strong connection to sports they are probably trying to attract an audience that are interested in sports, and play sports. On the website they also advertise a drink called Lucozade Revive. This drink says on the bottle that it is low calorie. They may have create this product for people who are trying to lose weight by cutting down on the amount of calories that they consume. This may be one of the reasons that they think that their target audience might be doing sports. On the Revive bottle it also says that there is “4x energy releasing B Vitamins” which may be useful for people losing weight as they will feel as if they can exercise for longer than normal. Though they show a strong connection with sports, and advertise it mainly as a sports product they also have images of people doing every day things drinking their drink. They are probably trying to target as many people as possible, rather than just a small section of people passionate about sports. They show a combination of men and women inpictures on their website, so I don’t think that Lucozade are aiming their product at a specific gender. Most of the people in their pictures are fairly young. It is more likely that younger people are going to be involved in sports, which is perhaps why. There are regulations preventing energy drinks companies from advertising to young children, so in any of the pictures on the Lucozade website the people must be over the age of 18.

Lucozade’s logo is their brand name, with an arrow after it pointing the direction of the word. The font that they have used is bold. The letters are perhaps in Italic as they are slanted a little. The edges of the letters are also angled, with harsh lines. They may have put the font in Italic to make the word look more streamlined, or perhaps as if the word is travelling forward. This may have been done to match with the type of product they are trying to sell. As they are trying to sell a sports product they will want people to think of sports when they see the logo. To me, using Italic and harsh angled letters it makes me thing of running fast, or of the position runners take before theyset off that makes them more streamlined to give them a fast head start. I think that the arrow has been used to emphasis what I discussed earlier about the word looking as if it is moving. The arrow is pointing the directing it looks as if the word is moving. I think that the shape of the arrow also looks as if it resembles the shape of a persons body who is running. The bottom point looks like the leg that’s pushing them forward, and the top point looks like an arm swinging back. Where the points meet, it is slightly rounded, which makes it look like the persons body.

The main colour that makes Lucozade recognisable is yellow . It is the colour used in their logo. I think that the colour yellow has connotations of chemicals, poison or hazards. I don’t think that they are trying to directly make a link between their product and chemicals, however I think that they may be trying to make their audience thing of their product as potent, or strong with powerful ingredients inside. This may make people thing that the product works well.

On the Lucozade website they show some information about the product. They try to show it from a scientific angle to make people think that the product will actually work because scientific evidence backs it up. As you can see from the picture, it shows an image of some chemical structures that make you think that there might be chemicals in the product. Most of the time if a product has chemicals in it everyone deems it bad for your health. There has definitely been a growth in popularity of organic foods. Though because Lucozade have taken a scientific angle the idea of chemicals being in the product may encourage people rather than deter people. In the image there is a link to follow saying “how it all works”. It gives you a bit of information on B Vitamins which they say are inside

Lucozade Revive. For each version of the product such as sports or energy they have got a link to follow that explains how they work. I think that their target audience may be interested in finding out how their product works because they probably want the best results possible. People who are into sports are often the types of people who are goal orientated. They will want to find out which product to buy in order to achieve the best outcome. On the website they also have a section about the YES Foundation. It states what kind of people they are looking for, and how to get involved. Though it looks as if the YES Foundation is a selfless act of behalf of Lucozade as it is in aid of charity, it is probably more for their benefit than for the benefit of the charity. It is making their audience build up an association with Lucozade and sports. It allows them to put their logo onto the teams kits, reminding their target audience of the brand. It also gives off a good impression of the brand meaning more people will like the brand, and be dedicated to the brand rather than frequently changing the energy drinks they drink. Setting up the YES Foundation makes the brand stand out from other brands and makes it more memorable.

Analysis of advert

It is clear from looking at the Lucozade advert from 2014 that they are trying to target young people. They are playing the song Throw It Down by Dominique Young Unique, which is a song popular with the younger generation. The people in the video are all young people as well, who are all dressed quite fashionably. As well as trying to target young people they are trying to target people into pop culture. The clothes and music are things that are seen as cool amounts young people currently.

The advert was shown on the TV. I think that it would have been easier for the company to access their target audience if they had put their video online as I think that young people spend more time on the internet that watching TV now. The advert is on Youtube as well as being on TV, though Lucozade were not the ones who uploaded the advert, and I don’t think that they have a channel. From looking at their website there is no link to any videos or adverts either. Perhaps they think that it is more likely for people interested in the YES Foundation, or finding out what sports drink to buy to be the people who go out of there way to search for Lucozade online. By creating a TV advert they are advertising to people by force, the advert will come up automatically on certain channels, where as posting a video online is leaving it to chance that someone might search for Lucozade. Despite this, in the advert they did include a hashtag. A hashtag can be used on Twitter which is commonly used by young people.By including the hashtag it is encouraging people to go to Twitter and use it.The more people that use the hashtag the more people will see it and be reminded of the brand.

In the advert it is a bright sunny day. There is a large group of young people having a party outside and they are all drinking Lucozade. There is a young man doing the voice over for the advert. There isn’t any information about the drink given. They have tried to create an emotional response from the audience when the voice over man says “That moment, when energy flows, and everything clicks”. Its making people remind themselves of a moment in their life that relates to that, and they build an association with that feeling and the brand.

The colour clothing they have used is really bright and vibrant. They have used the same font style and colour as they did for the logo, making it easier for people to recognise what the advert is for. There isn't a

large about of text used, though the small amount they have used is right in the centre of the screen places right over the video. For example when the word yes comes up on screen it covers the whole of the screen. All of the text used only flashes up for a brief second, perhaps reflecting the energy and excitement of the video, and the energy that the drink gives you.

Overview of Product

Mountain Dew

From looking at Mountain Dew I think that their target audience is mainly slightly alternative young men. Like with Rockstar, they associate themselves with sports and alternative music. On their website they have two sections on two different men, one who is a snowboarder and one who is a country musician. Even though this is the website for the drink, the majority of the content on their website is about music and sports. I think that this shows that they are trying to win over their potential customers by making them associate the product with things that they like. I think it is more likely that men will have an interest in extreme sports like snowboarding. It is quite a male dominated sport already so perhaps other men will look at the men involved in the sports and find them inspirational. Mountain Dew have set up Green Label, which features underground artists. You can listen to Green Label on iTunes radio. I think that this is going to make it likely for people to spend more time on the Mountain Dew website, and thinking about the product as they will want to come to the website to find new music. They will also be more loyal customers as they may have discovered some of their favourite artists through Green Label and will associate that happiness they feel when listing to music with Mountain Dew. I think that it is perhaps more likely for men to be open to listening to underground music than women as some women care more about image and being accepted by others, where as perhaps men are less likely to care about the way that others see them. I think that it is more likely that young people will be interested in listening to underground music. Perhaps older generations will be less interested in listening to new music, and may be more likely to listen to music from their youth. At the bottom of their website they have a banner showing links to their social media websites. The have two different Facebook pages, one for normal Mountain Dew and one for Diet. They are on Twitter,

Instagram and Youtube. I think it is more likely that young people would be using those social media websites. On their Instagram they share photos of the drink, skateboarding and graffiti mostly. Graffiti is something that is popular with younger generations, but often much less popular with older generation. This shows that Mountain Dew are trying to be seen as cool by young people. They are perhaps trying to be seen as rebellious, as graffiti is against the law. All of the graffiti pictures they post are all in the same colour green as their corporate colour.

Their corporate colour is bright green. It is one of the colours used in their logo. It is also the colour of their bottle/ can of original Mountain Dew. The colour bright green is used all over their website and social media. The colour green has definitely been used all over their website and social media to make their audience build up a strong association with the colour and the product. Perhaps even seeing the colour but not in the context of the drink will still make people think of the brand, especially if they follow Mountain Dew on Instagram because the colour is used in every picture.

Mountain Dew’s logo For their logo they haven’t used the full word Mountain, instead they have used an abbreviation of the word. This could have been done to appeal to the younger generation. Young people, more so in the past rather than now, abbreviated words when texting or messaging on social media in order to make it quicker to write. Although it isn’t as popular now, most young people will recognize that Mtn means Mountain. Also as the product has grown in popularity more people will recognize what it is without seeing the full brand name. Abbreviating Mountain to Mtn makes the logo two three letter words which makes it a lot neater and even. The font they have used uses lots of harsh lines, and is slanted pointing straight up. Having the logo pointing upwards makes it almost look like a mountain, so this is perhaps why they have done this. The colour mostly used in the logo is green. They have used two different shades of green, dark green and a lighter green. They have also used red in the logo. Green is the colour that most people recognize Mountain Dew for, though I think that

they might have used red in their logo as it has connotations of power. They might want their audience to think of power when they are looking at the brand logo as it is an energy drink, and they want people to think that the drink will make their mind and body more powerful and make them have more energy. They will want their target audience to think that the product is powerful and that it actually works so they will buy it.

Mountain Dew is owned by Pepsi. Pepsi is a huge company that product many products. As well as Mountain Dew they also own Pepsi, Tropicana, 7 Up, Doritos tortilla chips, Quaker foods and snacks and Walkers potato crisps.

Analysis of advert

On Mountain Dews Youtube channel they have a playlist of all of their adverts. They do not have any adverts for Mountain Dew in the UK, only in America so through Youtube is the only way I would be able to see one. I think that the fact that there aren’t any adverts for Mountain Dew in the UK shows its popularity over here, and shows that their target audience is in America.

For their adverts they have mainly used male actors. This is because there target audience are male. Most of the adverts are trying to be humorous as well. This could be to make the advert memorable, but also attract the attention of their target audience who may be more influenced by humour than being shown actual information about the drink. They may also not be including any information about the drink in the advert because it is already a well known drink that many people have already drank before so they may not feel the need to be told about the drink.

An example of one of their adverts (on the next slide). In this advert a man is competing at a horse show. He is dressed in regular clothes, where as the other competitors are dressed in the proper attire. He has a drink of Mountain Dew. The horse runs off really fast. They go around the course doing a series of tricks that resemble tricks done by Skateboarders. The Mountain Dew logo is in the top right corner all the time. Then the advert ends with a picture of the bottle and the phrase “The only diet with Dew in it”, and in the background the man is having another drink of Mountain Dew.

I think that by having the man in the advert is dressed in regular clothes they are trying to show that even regular people can do extraordinary things if they drink Mountain Dew. They have also shown the horse and man doing skateboarding tricks rather than the course of jumps that they were supposed to. I think that this was done to add a humorous element to the advert, but also relate the advert to something that their target audience may enjoy and relate to. Also in the advert the judges all give him a 0, though the audience all clap and cheer for him. This could be to make the audience think that the brand is rebellious. The judges are portrayed as quite snooty and posh perhaps, though the man in the advert doesn’t care about their opinion. He has entered the competition though doesn’t care about losing, which could be seen as quite a rebellious thing.

Man dressed in proper attire.Man dressed in every day clothing.

The horse and the man doing skateboarding tricks.

Logo in the top corner all the way through.