Marketing Energy Drinks to Americas Youth

Marketing Energy Drinks

to

Americas Youth

By:

COMM 3172 – 601

Summer Semester I – 2009

Marketing Energy Drinks to Americas Youth

Background:

As I started collecting information for this paper, I soon realized that the energy drink industry is a very small (18 percent) part of the beverage industry, but a very dominant part to say the least. Interestingly, the major players in the industry, Monster Energy, Red Bull, and Rockstar, have intentionally veered away from the conventional mediums used to promote products. They instead have chosen marketing mediums that appeal more to their target markets and the “live life on the edge” lifestyles that they live. Monster for example, shies away from mass market advertising; instead they focus all of their sales efforts and marketing muscle on sponsoring action sports athletes, artists and musical, events and tours. All of this ties in with the company’s overall philosophy that Monster isn’t just a beverage, but a lifestyle brand (Landi). “The key is for us (Monster) to retain what we do best, which is marketing in an unconventional way and keep that feel for the brand,” said Rodney Sacks, CEO of Hansen Natural Corp. “Monster is all about action sports, punk rock music, partying, girls, and living life on the edge” (Landi). The companies that produce energy drinks are using the current popularity of action sports such as motocross, skateboarding, BMX, etc., to showcase their products and to further brand awareness. It’s not coincidental that the demographic that participates in these sports and idolizes its professional athletes are also the same demographic that consumes energy drinks. You’ll see very few TV commercials or print ads promoting energy drinks but when you turn on the ESPN produced X-Games, just about every athlete participating is sponsored by Red Bull, Monster, or Rockstar. John Lee, director of sports marketing for Monster Energy Drink says, “We don’t do print ads or

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