Energy Drink ResearchPatrick Gouldsbrough

Monster Energy

Target marketI think the company are trying to appeal to a younger demographic, compared to an older demographic. This is evident from the bright green used on the logo, contrasted with the black colouring. As well as this, the people who promote the product, such as: Lewis Hamilton and Nico Rosberg. Both been young people themselves, a younger demographic will familiarise themselves with a product because celebrities in the same age bracket are endorsing this product. As for a gender demographic, I would say this is less obvious than the age demographic. When you first go onto the Monster website, you see the black and dull colours and the logo which includes the tears or claw marks of ‘a monster’. These features would be much more orientated towards a male demographic, although this shouldn’t be generalised, just because of the colouring of the website and packaging.

LogoThe first thing that you notice about the monster energy drink company logo are the colours. The restrained black with the bright neon green contrasts to make the logo stand out and look striking. This tell you something about the company, they are bold and want to be striking and in peoples faces to advertise they’re products, not just advertise the traditional way After that, you start to notice that the neon part represents the claws of the ‘monster’ which suggests this company and drink gives you some form of powers of a monster, as well as been intriguing and enigmatic.

Sponsors/endorsements

Monster Energy

Look

As you can see from the majority of products available in the monster energy range, there is one similarity between them all. As previously stated, the more restrained colour is contrasted with the brighter colour to make the logo and the website look striking. The look of the products are no different, most of the cans have a restrained colour as the main colour and then have the striking colour of the logo.

Corporate coloursThe black and green that are used in the companies logo and website are used because they are striking and help to promote their bold and bright company. Monster also tend to keep these corporate colours consistent throughout all mediums of promotion. Whether it be television advertisements, magazine advertisement or company logo, the company go for the same colour scheme throughout. This is to enable the audience to maintain a familiarisation with the colour and the brand, to the point where those colours can be linked with the company and it’s subconsciously getting the consumer to buy the products.

WebsiteThe colours of the website are in keeping with the rest of the monster energy products (drinks, adverts, etc.) that are available. All the main page is black (a restrained colour) teamed with the traditional monster energy logo of bold neon green that stands out. As well as this, the text is white to contrast with the black and the grey on the page, while the font is clear and easy to read and is also in capital letters to be easily readable and helps it be seen. Even though your eyes are drawn to the monster logo as soon as you click on the website, the text is a secondary thing that stands out on the page, monster have got you to read the intended text on the website, therefore fulfilling the purpose of the website.

OwnershipMonster energy is owned by the Monster beverage company, California. Key people in this particular company are Rodney Sacks and Hilton Schlosberg. Unusually, going through all the features of the website and adverts made me think that the owners and chairmen of monster beverage company will be young, due to the younger demographic been targeted by their products, however, they are older and have managed to create a popular product for a different target audience than themselves by just product and customer analysis and not personal knowledge.

Factors of persuasion – This advert features two factors of persuasion: 1) they use professional motocross riders to advertise their products, which can be categorised as star power 2) Like every other energy drink , monster energy promises to give the consumer a kick of energy, which, in certain circumstances, can be beneficial tot the consumer.

Intended audience – Without making generalisations and assumptions about the age and the gender of the target demographic, I would say this advert is tailored to a younger audience, due to the sport in this advertisement not been exclusively, but highly watched and done by a younger person. As for the gender that is been targeted in this advert, I would say it’s a male orientated advert, due to the nature of the advert (the motocross bikes would generate more interest from a male audience, but not always). The younger demographic would therefore be the medium for this advertisement.

Medium– This was a television ad campaign (broadcast), so therefore was viewed by more people, compared to if it was a print or an E-media advertisement.

Design and style (layout, fonts, colours, imagery) – The layout doesn’t really apply to a broadcast platform advertisement and can’t be analysed. As for the fonts used, not much text was used on the advert, however, the traditional monster energy font used on all bottles and products were used throughout. This would therefore lead to subliminal messaging and subconscious buying from the consumer of this and other adverts. From analysis of the company, we saw that the company and logos were bold and bright. This did not change for the advertisement: as well as the logo been featured heavily in the product, the general colours that were used were bold and bright, which also links to the target audience. A younger demographic are usually, but not always, enticed towards products with brighter colours. The Monster energy company will hope that this feature is utilised in the advert and manage to target the intended audience, which seems to be a younger one.

Content – As expected from the bold and striking company, this advert wasn’t restrained. Full of action, monster energy products and bright colours, this advert definitely targets a younger audience. The energy drinks products and the bright colours have been addressed, but the subject of action hasn’t. Even though action isn’t a fundamentally younger demographic thing, different audience types will look for various things in adverts that will persuade them to buy it. Younger audiences might look for action and a fast paced narrative, while an older demographic may desire a more professionally, well-made product

Intended audience – A similar audience to the last advert would be the intended demographic for this advert also. Like previously stated, the neon and bright colours entice a younger audience, compare to an older one. As well as this , the advert has an added injection of colour through the splash of neon green. Whether it’s suggesting that the energy drink is this colour or the company are keeping some continuity with the green and are further trying to familiarise the consumer with their corporate colours. However, the intended audiences of the two adverts I have picked out are not the same. This is due to the relatively professional and restrained colour set the company has selected for this particular ad campaign. This would therefore increase the target audience, which might have been the company waning to target a bigger market with their energy drinks, instead of their usual younger demographic.

Medium – This advert is a print based advert, which is evident from the use of text at the bottom right of the frame. In television adverts, the use of text is restricted for fear of the audience missing it, but a print advert can feature as much text as required and necessary. Another way this advert can be distinguished from a television advert is that this advert isn’t striking or eye-catching enough to be a broadcast platform advert. Adverts on television have to be memorable and striking and must entice the audience from the start of the advert. This advert contrasts colours well and will catch the consumers attention, but only because a print advert stays around, instead of a television advert which only lasts 30-40 seconds.

Design and style (layout, fonts, colours, imagery) – This advert is quite clean and free of a lot of text. This shows that the Monster corp. are more interested in the look of their product rather than the information and the information linked with it. The clutter free advert makes the image stand out more and will be more eye-catching to the consumer, which is good for the producer of this advert, due to consumers responding better to adverts that aren’t busy and full of text. The fonts featured on the advert are clear and easy to read, which suggests this particular print product is trying to entice a mass market audience. The colour choice of the font is a direct contrast colour (white) which helps to further the easy to read nature of the font within the advert frame. The colouring choices on this advert shows a continuation of most of he monster corporation averts. Featuring their black and green corporate colours, the advert allows the consumer to have a subconscious reaction to the advert by seeing the colour scheme and instantly knowing the producer of this product. Like most adverts, this advert features the product that the company are trying to sell. However, unlike other companies, Monster have not tried to get imagery of an exotic background to try and sell their product, I stead trying to use the powers of familiarity of their product.

Factors of persuasion – Unlike the last Monster advert, this particular advert doesn’t use star power to try and sell the product. Instead, this print product used reward power to try and entice the reader. Mentioning that the ‘monster army’ is full of top athletes who drink monster so they can maintain their top and elite status. It also speaks out to the consumer of the product by asking/telling them to join the monster army. This line makes the consumer feel like the corporation are personally talking to them, which is a popular technique when trying to sell a product.

Content – Due to this advert been a print based advert and the fact that it hasn’t used any imagery apart from the product, there aren’t many elements to this advert. The green colouring that appears in a band on the advert is meant signify the energy drink liquid itself. Due to the producers deciding to colour it green on this advert, it adds an enigmatic element to the advert which poses the question: Are monster energy drinks actually green? These are the types of questions that the corporation will want to generate because these kinds of questions help sell products to intrigues customers.

Overview of Product

Target market – Compared to monster energy drinks, I think the target demographic age is wider and the gender aspect is more neutral and a unisex brand. I think this because unlike monster, Red Bull hold and sponsor events that are targeted at a mass market and are mainstream, instead of the new up and coming niche sports that monster energy seem to endorse and sponsor. For example, Monster sponsors lots of skateboarding events, as well as new wave bands that a younger demographic would be more interested and enticed by. Where as Red Bull sponsor a lot of motorsport and sponsor a lot of athletes including American Football and Basketball players. Red bull also own a formula one racing team, five football teams and a handful of rally teams. These sports that red Bull sponsors and owns are mass market and target a wide range of demographics, which, in turn, makes Red bull more mass market, which would therefore mean that an older audience would be the target market, compared to monster Energy.

Logo – Compared to the Monster energy logo, the red bull corporate symbol is bright, eye-catching and targets a different demographic. Instead of having restrained contrasted with bright colours, the red bull logo uses just the latter. While the Monster energy logo fulfils it’s purpose of enticing the consumer, Red bull tries to aim for more a mass market demographic. This is not only shown by the logo, but in the later sections, it’s also reflected in their choice of both corporate colours and product colours. Even though the symbol used on the logo is more masculine, the colours of this helps to make it more gender neutral and therefore female accessible. The bold and easy to read font will also make it easier fro an older audience to be enticed, however, the font is restrained enough to put the younger demographic off either.

Overview of Product

Corporate colours Even though so far the target demographic and the logo of the product has suggested a more mass market audience has been targeted, the corporate colours contradict this. New York Red Bulls (kits on the right) have a white kit that suggests neutral and therefore a more neutral gender/age market. However, this is counter-balanced by the addition of the blue kit (far right) which then suggests a male audience is targeted by the companies corporate colours. The same can be said for the Formula one team who Red Bull sponsor, the corporate colours of both the overalls and car suggests a more male demographic, however, assumptions cannot be made. Not forgetting that these corporate colours are broadcast all around the world through all the sports and events Red Bull sponsors. This means that the corporate colours are almost as important as initial advertisement of products. On the other hand, Red Bull run so many events and sponsor so many teams/events that all the corporate events can’t be presented here. So an assumption on a particular demographic who would be enticed by the corporate colours can’t be made. LookThe logo has not been altered for the can like some energy drinks, which prompts a change in the target demographic. The corporate colours shown on the right of the screen and predominantly dark blue and targeted to a make demographic, however, the can has been altered to a lighter blue. This has two functions: to make the can more eye-catching to the consumer, while making the product range more gender neutral compared to the corporate colours. In regards to comparison with competitors, the can definitely suggests that the product is more gender neutral than products such as relentless and monster.

WebsiteAs you click on the Red Bull, the first thing you notice is the mass of content on the website. This is unsurprising due to the amount of things that Red Bull are involved in around the globe. After that, the colours that are on the page grab your attention. The dark blue that was similar to the corporate colours on the previous page greet you. The bold and colourful headings of various links help to contrast and differentiate between various parts of the website. If the dark blue was the only colour on the e-media platform product, this medium would definitely be targeted at a male demographic. However, the contrast colours suggest that the website is trying to generate as much interest as possible from all demographics. Even the colours on the photography are bright and striking, unlike on Red Bulls competitors website, Monster Energy. Another thing that helps Red Bull to stay a gender neutral corporation is the fact that they change the colours of the website. As you can see from the top two images on the right, the colours have changed on the website through time. This might be to become a more gender neutral company or trying to move into a niche market with a certain target demographic. This is all depends on which website screenshot is the newest.

OwnershipRed Bull was established and is part owned by Austrian businessman Dietrich Mateschitz. Like the Monster energy owners, Dietrich is an older owner. This is surprising, due to the demographic he is trying to target. An older demographic like himself would be the obvious choice, instead of the mass market demographic he is trying to target. A lot of market research and tests would need to be carried out, due to Dietrich been unable to have a familiarisation with the younger demographics likes and dislikes. On the other hand, the Austrian established the company when he was younger and established a familiarisation with the audience. Finding the right formula has been key red Bulls success, and the house style has remained similar through time, therefore there is no need to change the demographic when it was already aimed at a mass market to start with.

Overview of Product

Factors of persuasion – In the past, Red Bull have got celebrities to endorse their products, which is known as star power. However, in this particular advert, the only factor of persuasion that’s in place is reward power. This is the case in every Red Bull advert, due to the fact that their tag-line is ‘Red Bull gives you wings’, and this advert is no exception.

Intended audience – With Red Bull been such a popular brand, most of the adverts that they produce are for the mass market and are seen by the majority of people. However, seen as this is a magazine advert and it was only published in such magazines as Top Gear and other magazines in a similar genre, I would say this particular advert is targeting a specific audience. Stereotypically, a male demographic makes up the majority of this genre of magazines viewership and therefore this advert is targeting the same demographic. This, of course, is no coincidence. If a female demographic doesn’t see the advert then it can’t be aimed at them. On the other hand, this is only one of a handful of adverts from Red Bull that are trying to target a certain demographic.Medium – As stated in the intended audience section, this advert was a print

platform advert. This is already cutting down the amount of potential consumers considerably. However, by running this advert alongside a broadcast platform advert, you are able to communicate your message and advert to the mass market.

Design and style (layout, fonts, colours, imagery) – The layout of this advert is clean and the text is kept to a minimum to ensure that the consumer of the advert isn’t put off by the amount of textual content on the page. The text that is there is concise, the tag-line is memorable and the traditional logo and can design brings a familiarisation to the consumer while they are looking at the advert. The fonts are clear and easy to read, which is good when you’re targeting a mass market. A younger demographic may want a more stylised font, where as an older demographic wants a clear font. Red Bull would have had to compromise to fit in with their mass market values and find the middle ground of the two.

Content – Like I mentioned on the design and style paragraph, this advert is relatively free from much text. Instead, the advert is made up of tag-lines, logos and imagery. The imagery is effective, due to the colourful can been contrasted with the white snowy setting behind. This could suggest that the can stands out from other competitors or may just suggest that it’s noticeable. The memorable tag-line is included and also shows how Red Bull use continuation: they have used the same tag-line since is was established and has become subconsciously linked with the Red Bull brand.

Intended audience – This advertt is one of the most memorable and iconic adverts in the drinks market. Been communicated through different mediums has helped this advert to be so well received by consumers. This advert was designed to target a mass market, due to the content of the advert not been linked to a particular gender or age demographic. Adverts like these are the reason why Red Bull are one of the front-runners in the energy drinks market. Even though the advert is focused on someone who has a dog, the narrative in the advert is easy to follow and the humorous nature of the advert makes it appeal to a mass market, not just to a certain small demographic.

Medium – This advert is a broadcast advert, but the thing that makes this advert different from other energy drink adverts is the fact that it’s broadcasted on televisions, in cinemas and on adverts on Youtube videos. This is one of the reasons why this advert has probably seen by everyone and the reason why Red Bull is such a successful brand. This advert hasn’t been transferred into a print platform advert because you wouldn’t be able to understand the narrative and the humour that makes this advert good would be lost in this platform type advertisement. However, if Red Bull were to produce the advert now, enough people would have seen the television advert to make the link between the two and understand what it’s advertising.

Design and style (layout (non applicablele), fonts, colours, imagery) – The imagery is cartoon like, which shows Red Bull’s fun side, while maybe trying to get a younger demographic interested in the advert too. While Red Bull do target a mass market, people younger than 18 are perhaps not enticed by other Red Bull adverts in the same way other demographics are. The fonts are easy to read, which they need to be when they don’t stay on the screen for too long. The font is also a continuation from previous Red Bull adverts and is know part of the drink companies house style. The font creates familirisation with the audience, as well as the fact it subconsciously makes the consumer want to buy Red Bull products after viewing adverts such as this one. Throughout the advert, the colours of objects have been removed so that a white colouring is added to everything. As the narrative plays out, key objects are then coloured in the Red Bull corporate colours to add to the familiarisation of the font and tag-line that also feature in the advert.

Factors of persuasion – Like the previous advert and many other Red Bull averts, the tag-line ‘Red Bull gives you wings’ is an example of reward power. This line potentially promises some form of reward or gain from drinking this drink.

Content – The narrative is easy to understand and doesn’t require any thinking from the consumer. This is a good function of an advert, due to complicated adverts sometimes losing the attention of the audience, which means that the advert doesn’t fulfill it’s purpose. The content doesn’t feature any enigmatic codes or any unanswered questions, but does feature the Red Bull company tag-line that is now iconic and memorable in branding. As for text, there isn’t any text because the producers of this advert have decided to let the story do the talking, while text also detracts the consumers attention away from the advert if they are required to read a lot of text.

Overview of Product

Target market – From the companies I have analysed so far, I would put Mountain Dew in the same category as Monster in terms of their target demographic. However, the restrained colour teamed with the striking colour on Monster products suggests a more male targeted product, where as Mountain Dew’s bold and striking designs on their products suggests a more gender neutral product like Red Bull. Mountain Dew aren’t as prolific or high profile as the two companies I have researched so far so don’t sponsor many events or own any teams. This is due to Mountain Dew been owned by a big conglomerate, Pepsi Co, and Mountain Dew is a small seller compared to their other products. This is why I have made my assumptions on things that I have managed to establish about the companies links with other businesses. During the release of Halo 3, a popular video game, Mountain Dew displayed the main character in the game on the labels of their drinks. As well as this, the drinks corporation have teamed up with other video game creators to advertise their products. These little sponsorships how that a young demographic will be targeted, due to the nature of the things that Mountain Dew Sponsor, video games. Generally associated with younger people, this therefore means that Mountain Dew targets a more younger audience, and is why the corporation decided to make these links with the video games company.

Logo – The bright and bold colours of the logo suggests that the company aren’t trying to target a niche target demographic and instead a re aiming to target a mass market audience for their products. Without any prior knowledge to the energy drinks companies, I would have said that the green and red of the company logo were targeted more at a male demographic. However, after researching monster energy and Red Bull, this logo is a lot more gender and age neutral compared to the monster logo and is just as striking as the Red Bull one, therefore has a similar target demographic. This information contradicts what was said in the previous target market section, but this was an assumption after looking at all the events that the company was linked with. I addition, the company make so many drinks that every single different product could have a different target market, and therefore have an overall targeting of a mass market.

Overview of Product

Corporate colours – Looking at the events that helped me come to a conclusion on the target market, I notice that a theme runs along all the Mountain Dew sponsored attire. Even if the man colour of the item is back or white or grey, the colour that always features alongside is the green of the logo. Put there for familiarisation of the product for the consumers, and if it makes the consumer subconsciously buy, the company, this green definitely makes up the vast majority of the companies corporate colours. Along with the logo, the green helps to link that shade of green with the product and make the consumer subliminally buy the product, through means of product and colour placement. As I look at more events, I notice that the amount of green used decreases as the year of the event increase. This is because at the first few events, the corporation will want to let the consumer known the corporate colours of the company and get familiarised with it. After this, as the company become more established, it is no longer necessary to put as many reminders of the corporate colours, but just to put a few green coloured items, along with a few company logos.

Look – Due to Mountain Dew been an expanding company, their range of drinks too is expanding. Starting off with just original, Mountain Dew now has more than 25 variations of drinks. All unique and coloured differently, the look of the cans and bottles are a bright and creative design with the logo been altered to fit the colour of the drink. With all the different looks and colors of drinks, a certain age or gender cannot be decided on. However, certain products in the Mountain Dew range do seem to target a certain audience over another, but as a whole, an assumption can’t be made about the overall drinks range. Even though a certain age can’t be established, it can be said that an older person won’t be enticed by the bright liquid inside the bottles, due to an older demographic thinking of the disadvantages and health risks more than a younger audiences.

Website – When you first enter the Mountain Dew website, you notice that the corporate colours have slightly been altered, but the familiar shade of green still remains. On the website, the company can be compared to Monster in the way that it contrasts a neutral colour (black) with a bright colour (green for both companies). As well as the green on the mountain dew start up page, there is a red colouring on the arrow and the font type. This, along with the green, makes up the colours of the logo and therefore help the consumer identify which companies website they are on before looking at the logo on the screen. As you navigate your way to the main site, a continuity from the start up page is apparent. The same colour scheme, with an added shading is the colouring for the main site, with the shade of green coming from the navigation bar ton this occasion. Relatively cleanly made, the website shows off the events and people that Mountain Dew sponsor, as well as showing off all it’s products, just like the Monster and Red Bull websites. However, compared to Monster and Red Bull, Mountain Dew don’t do much communication over the e-media platform, instead preferring print and broadcast to advertise and inform. This might also tell you something about the target market of the product. Mountain Dew’s reluctance to move to the E-media platform shows that they want to communicate to a mass market, not just the younger people who are more likely to read and know how to navigate the e-media platform.

Ownership – Even though Mountain Dew are the smallest company that I’ve looked at so far, they are owned by on of the biggest food conglomerates, Pepsi Co. This means that while it is controlled financially by Pepsi Co, the corporation will employ people to run this sub company, Mountain Dew. For this reason, I can’t pinpoint individuals like the other companies and therefore I cannot make correlation between the age of the owners and the target market they are creating the products for. However, it can be said that a conglomerate like Pepsi Co have so many products that haven’t changed and have stayed the same for very long period of time, therefore this would explain the gap in the market they saw for a bright, vibrant energy drink. The creative designs and bright colours goes against most of the products Pepsi co produces and therefore will be subversive and seen as a different product in the market.

Overview of Product

Factors of persuasion – Reward power is the sole factor of persuasion on this advert. While the tag-lines don’t tell you tat this product will give you a gain, the overall advert suggests that it can give you a lot of energy, which is a gain should you consume this product.

Intended audience – As stated in the Mountain Dew company analysis, gender neutrality is one of the functions of Mountain Dew and it’s product range. This advert is no different, the colouring couldn’t be subject to a particular gender and the content within it is exactly the same. As for an age demographic; you would have to say that an older audience would be put off the advert by the colouring of the bottle, due to this kind of audience thinking about the disadvantages and health risks associated with energy drinks. In comparison, a younger demographic would see the bright colours and the striking bottle and be instantly enticed by this particular advert.

Medium – This advert is a print platform product. Advertised in predominantly magazines where the male viewership outweighs the female demographic, this fact helps to further explain why this adverts intended audience is more orientated towards a male demographic, compared to a female one. In all the other adverts I have analysed so far, you could tell the difference about what platform this advert was from by just looking, however, this one doesn’t give much away. The absence of text could mean an advert on both print and broadcast platform.

Design and style (layout, fonts, colours, imagery) – The layout of this advert is a very unconventional one for an energy drink ad campaign. Unlike, the adverts I have analysed so far, the initial product isn’t in the centre of the frame, but instead, the tag-line is. However, the bright and striking bottle can easily be identified wherever placed on the screen. The font is bold and striking, but some of it is stylised and not particularly easy to read. This, along with the fact that it’s brightly coloured, adds to the fact that this advert is aimed at a younger demographic. Due to the background of this advert been plain and not having an image on it, the product is the only element on the page that is a piece of imagery.

Content – The content on this advert is very few, but instead, relies on the colours, fonts and tag-line to sell this product. Showing that the bottle of energy drink is powerful enough to light up a neon sign is a good effect for a younger audience because it adds to the colourful nature of the advert. On the other hand, this will put an older audience off even more than it does already, due to the unnatural and harmful look of the product been advertised.

Factors of persuasion – There is no direct factors of persuasion in this advert, however, the tag-line that you can see on the screenshot suggests that the way in which life is in the advert is good and with Mountain Dew, you can have this same life, this perfect life.

Intended audience – Even though Mountain Dew are meant to target a gender neutral demographic, this advert suggests that a male demographic is targeted. with the motocross theme, along with the provocatively dressed girls, this advert is aiming to entice a more male audience. Assumptions shouldn’t be made and the fact that the colouring of the advert is a light and vibrant colour scheme shows that the colouring suggests a gender neutral advert, but it’s just the nature and content of the advert which suggests a male demographic is Mountain Dews target for this particular advert.

Medium – By just looking at this advert, you can tell that the amount of things that are happening in the advert should mean that this is a print product, due to you been able to view it as much as you want. However, this advert is a broadcast platform product. The fact that the busy nature of the advert play into the hands of the producer, due to the consumer having to watch the advert a number of times to establish what is going on, by which time they will have created a familiarity with the product and the corporate colours of Mountain Dew.

Design and style (colours and imagery) – Mountain Dew are the only company that I have analysed who have carried on their corporate colours throughout their whole advert range. Whether they are creating an advert for a particular demographic, they still managed to include the corporate colour, which, in turn, will create familiarisation and subconscious buying from the consumer.

Content – Mountain Dew have been clever with how they have utilised the most out of the advert. Whether it’s the quad bikes or the cars, they have pulled out all the stops to ensure that they have an advert that they can really try and entice existing consumers back and try and entice new customers too. This may cost a little more than standard adverts but if it’s beneficial to the companies finances then its worth it in the long run. However, even though it will cost a reasonable amount of money, what Mountain Dew have done are used people who they already sponsor so they can work with what they’ve already got and therefore it will be cheaper.

Overview of Product

Target market – With Relentless been a relatively new company (established 2006) you would have though that the company would have analysed lots of existing products and found where there’s a gap in the market. However, instead of doing this, Relentless have fitted in with the market. You can’t blame them for not wanting to take a risk with a new company , but instead, opting to use conventions that were already used in the energy drinks market. The colours and logo types can be compared to the Monster company. The relatively restrained colouring with the secondary colour been bright is used, as well as the creative looking logo type. For this reason, it can be assumed that Relentless have the same kind of target audience as Monster and sell to similar demographics. As well as the colouring of the cans, Relentless can be linked to a younger demographic, due to the kind of things that they sponsor. Like Monster, a lot of Motor sport is the main focus of sponsorship for Relentless. For this reason, it suggests that a younger male demographic are subject to the advertising campaigns and can aesthetics.

Logo – The logo is unlike any other that I have analysed so far, due to both the background and the logo been restrained, instead of just one of them been a restrained colouring. The colouring options would suggest that the product is aimed at an older audience rather than an older audience. However, looking at the Relentless logo, the stylised font and the tattoo like nature of the logo would contradict the assumption I have just made through the colouring of the logo. The creative type face gives the logo a stylised feel and makes it look more like a badge than a logo. The tattoo style of the font would appeal to a more younger audience, due to tattoos been more of a younger persons thing and because that age group are more familiar with the tattoo culture. To conclude, I think the logo is aimed more at a younger, but I think the age demographic is higher than the one that Monster Corp are trying to target with their product/logo.

Overview of Product

Corporate colours – Carrying on from the logo and the target market of Relentless drinks, the corporate colours that the company use at sponsored events are exactly the same as the logo, restrained. The top image depicts a music festival that the energy drinks company are staging and the bottom one depicts the motocross bikes that the Relentless sponsored riders use in races. The contrasting white and black retrained colouring can be seen in both and the assumption about Relentless been for an older audience compared to Monster is further proved in these images. It also suggests the company rely more on their tag-line that they formulated, rather than the corporate colours they use, unlike their competitors. Even if this is the case, and the colourings are restrained, the company are still keeping a continuity to their corporate colours and creating a familiarisation with it’s consumers and therefore establishing itself further in the energy drinks market, seen as it’s one of the newest energy drinks companies.

Look – As expected, the colouring of the Relentless cans are very restrained and dull colourings. Even the Red coloured can that is bright in the Mountain Dew and Red Bull range has been toned down and darkened up. This continuity of dull colouring options has further suggested that this drinks brand is aimed at more of a male demographic and as for age demographics, it’s targeting an older audience compared to their competitors. With the stylised fonts and occasional bright colours (orange can) the Relentless brand have a brief suggestion that they are trying to break into the mass market category, but on the whole, they remain in the male targeting demographic. On the other hand, with only 8 years in the energy drinks market, Relentless will still be trying to establish itself and find the right demographic markets to be in, therefore they may choose to change their target market or expand their product range to satisfy a wider range of demographics in the future.

Website – From the corporate colours, the estimated target audience and the product design, you would guess that the website colours will continue on from the rest of the Relentless range. This however is not the case; as you enter the website, the continued use of black is contrasted with bright red imagery and font types on the right hand side. As for the font type, it’s opposite to the fonts on the can. It’s easy to read, bold and helps differentiate between content text and heading text. For the website to contradict all the things that I have analysed up to know on Relentless drinks does seem strange at first, but it’s not taking into account the demographic that will use the e-media platform. An older audience compared to Monster energy was the target demographic that I decided was correct for Relentless, however, the website will entice a majority of younger demographics and therefore Relentless have decided to change their corporate colours for this particular product. Even though the e-media platform isn’t exclusively for younger demographics, it’s assumed that more younger people would visit the site, compared to older demographics, which Relentless have thought about when designing the web page.

Ownership – Like Mountain Dew, Relentless is owned by a big conglomerate. Coca-Cola is renowned for making fizzy drinks globally and for keeping the same colours and continuity throughout can/bottle designs, adverts and logo designs. Relentless which branched out of the Coca-Cola company in 2006 has vastly expanded and has become a company that is known for bold and edgy design, which is shown in it’s tag-line ‘no half measures’. This edginess is unconventional to the usual products of coca-cola, due to them been simple, memorable and familiar. However, this might show the Coca-Cola company trying to branch out into new markets such as teen markets, due to them already having drinks that fulfill a mass market target audience. Despite this, the mix of restrained colours and stylised designs has created a new market for energy drinks, a between teenagers and an older demographical market.

Overview of Product

Factors of persuasion – Star power is the main factor of persuasion on this advert. The fact that Relentless have gone for the celebrity to endorse their product shows that they are trying to entice a younger demographic, while also suggesting that the company aren’t as confident as rivals Red Bull, who rely on tag-lines and reward power to sell their product range.

Intended audience – The fact that the colouring of the advert is restrained should mean that this particular advert is aimed at an older demographic. However, the nature and content on the advert shows it’s contradictory to my first thought. Celebrity endorsements usually mean that the advert is targeting a younger demographic, due to this particular group responding best to this sort of advertisement. No gender assumptions can be made, due to the very few pieces of content on the page, however, seen as Relentless is aimed at a young male demographic, I believe the producers of this advert will be trying to entice the same sort of demographic.

Medium – If I didn’t know that this advert was a print platform advert, I wouldn’t have categorised it into that particular group. This is because of the lack of information on the advert. Print adverts a least have a website address or some information about the product, but instead, this advert goes against the conventions of traditional energy drink advertisement.

Design and style (layout, fonts, colours, imagery) – From the previous adverts that I’ve annotated, the layout is normally clear and concise and has very little text. This advert is no different, apart from it doesn't have any information about the product, the website or the tag-line. The font is easy to read, bold and helps to make the key bits of information on the screen stand out, which it should in advertising. As for colours, the restrained and dull background colour is contrasted by the light of the fonts and imagery. Put in a monochrome colouring, the imagery could have easily just blended with the background but the producer has just put enough on to make it look effective.

Content – There is not a lot of content to talk about on this advert. The logo, the imagery and the headings are the only elements that exist within the advert frame. The absence of the company tag-line is missing out on an opportunity to create some key familirisation with the consumers. I believed that the newness of the company was the reason why Relentless are behind their competitors, however, missing key information off their adverts will not help build the prolific status like Red Bull or Monster have.

Factors of persuasion – The main factor of persuasion in his advert is star power. The way in which Professor Green endorses this product shows that Relentless are trying to associate the product with a celebrity. This may also suggest, however, it can’t be proven, that the producers of the product don’t believe in the tag-line and product alone to sell the product, so instead rely on star power to sell it. This advert is also the only advert to have referent power as a factor of persuasion. The Relentless tag-line ‘no half measures’ is featured in the advert, which may fit in with the consumers value system.

Intended audience – Like the previous advert, Professor Green is used to try and entice the audience. Due to the age of the musician, a younger demographic will be the target of this advert because they can relate to this particular figure, where as an older audience may not have heard of him. A celebrity obsessed culture is another reason why a younger demographic will be the target of the advert. In this society, especially with the introduction of social network, younger people are getting more and more obsessed with being like there idols and other celebrities, therefore if they see a celebrity endorsing a product, they might be more inclined to purchase it.

Medium – You can tell that this advert is a broadcast platform advert, due to the lack of logos, tag-lines and information about the product. This advert wasn’t on the television for very long and won’t have been viewed by the magnitude of people that the Red Bull one managed to.

Design and style (colours and imagery) – The advert continues with the same theme that the logo and packaging had started: the fact they were dull in colour. The advert doesn’t feature any bright colours at the beginning of this advert, however, the advert gets gradually more bright as the advert progresses. In terms of imagery, the advert takes place in an urban environment before gradually moving to a gig at the end of the narrative, which will appeal to a younger audience, due to the fact that they can relate to these experiences more than older people can.

Content – Unlike the Red Bull advert, this advert is a bit more difficult to understand. The narrative starts with Professor Green waling along a line of cars, before jumping onto stage and then performing. In essence, this is not difficult to understand, however, there still remains some unanswered questions about the narrative such as: Why was he on a line of cars? On the other hand, adverts like these don’t need to make complete sense because the main function of them are to advertise the product, which Professor Green does. As well as this, if the intended audience was a younger demographic then they will only care for the endorsement by Professor Green instead of the narrative or the dull and restrained colour choices.