Unit 62 and 1 – Task 3a

As part of my research in advertising the new brand of energy drink for I have been asked by the company Swift Production Inc., which I working in collaboration which the Fizz Drink Inc . company to look into the following areas such as competitors, Products, ingredients, labelling and cost to gain some inspiration and ideas of how we can promote the new brand of Energy drink named Swift. The Competitor of the Swift product I’m going to uses is another popular brand of energy drink named PowerAde.

Competitors of powerade

PowerAde’s mains competitors are Gatorade and Lucozade. Gatorade was marketed by a company called the Quaker Oats company which is part of the Pepsi Co. company and was promoted by the university of Florida in 1965. Gatorade held 70 % of the PowerAde’s 28.5% marketing. Another main competitor of PowerAde in a famous Brand of energy Drink called Lucozade. Lucozade is a brand of energy drink which has produced since 1927, by a pharmacy company now known as (GlaxoSmithKline) and competes against PowerAde and Lucozade’s marketing.

The Ingredient within the energy drink PowerAde

The ingredients of PowerAde contain Water, High fructose syrup, salt, potassium citrate, Phenylalanine, sucralose, Sodium citrate, Malic acid, potassium phosphate , Vitamin B6 and Vitamin B2.

Daniel Woolley

Nutritional Ingredients

Labelling

The Older labelling of PowerAde

Daniel Woolley

This is one of the older labels for the energy drink PowerAde. The colour blue and the cartoon images of competitors participating in sport connotes the drink could have been manufactured and sold for participants of the Olympics. The colour Blue is colour that could connote that the drink is refreshing and cooling. We will look to use some of their ideas and illustration when we come to design a label for the product of energy drink we are going to advertise.

The Newer labelling of PowerAde

The variation in the cost of PowerAde across a well known range of supermarkets

The average price of PowerAde over the past year is £ 1.01. However the highest price of PowerAde over the past year is £1.19 and today’s price is 80% more than the highest Price PowerAde is sold at which is £1.19. This mainly applies to the supermarkets such as Tesco and Sainsbury’s. This also applies mainly to the cherry version of PowerAde.

This is a graphic showing how the cost of PowerAde has change in local Supermarkets over the passed year

PowerAde Flavourings and other products

Berry and Tropical Cherry Orange Lime Zero Berry and Tropical Zero red fruits Energy- Berry

Daniel Woolley

This is one of the newer versions of labelling for PowerAde. The colour scheme is limited the Blue and Black. The overall layout of the label isn’t as noticeable and looks plain. However we may use some of the font style when we come to design the logo for our product “Swift.”

Energy- Orange

Monster the Energy Drink

Competitors of Monster

The main competitors of the monster energy drink are Redbull, Rockstar, V drink. Redbull is an energy drink which is sold by the Australian company Redbull GmbH which was founded in 1987.

However Rockstar had 14% of the US energy drink I the market in 2008 and in 2009 Rockstar was available in over 20 countries across the US. Rockstar then switched manufacturers from Coca- Cola to PepsiCo in the summer of 2009.

V drink is a brand of energy drink which is produced by Frucor Beverage Ltd from the year 1997. In the year OF 2003 in local supermarkets and service stations V had market shares of

Daniel Woolley

60% or more in New Zealand an up to 53% in Australia which made it most popular energy drink in both of these countries.

The ingredients of monster the energy drink

The ingredients of the Monster energy drink consists of Carbonated water, Sucrose, Glucose, Citric acid, natural flavours, Taurine, Sodium Critrate, Colour added, Panax Ginseng root extract, L- carnitine, Caffeine , Sorbic acid, benzoic acid, niacinamide, Sodium Chloride, glucuronolactone, inositol, guarana seed extract, Pyridoxine, hydrochloride, Sucralose, Riboflavin, maltodextrin and Cyanocobalamin.

The Nutritional Ingredients of Monster

Labelling

Daniel Woolley

Old Labelling for Monster the energy drink

The costings of the Monster energy drink

A single Monster can costs in local supermarkets such as Tesco, Sainburys and Morrisons cost on average £ 1.50 to £2.00. However the packs of for cost on average £ 4.99.

Boost the energy drink

Daniel Woolley

This is the newest labelling for the energy drink monster. The “M” on the labelling looks like its breaking through the surface of the can. This could suggest that the boost of energy give to the person drinking this drink is unstoppable. I will probably use element of the green and distorted writing on the can of which we have to design the label for which is “Swift.”

This is a newer style of labelling for the energy drink monster. The blue colour of the can connotes that the drink is refreshing and make you feel cool and full of energy. I will probably use aspects of this design in our design for our new brand of energy drink “Swift.”

The History of the energy drink Boost

Simon Gray promoted Boost drinks in 2001 and is now the UKs largest 2nd largest energy drinks brand selling nearly 20 different products across the Boost energy, Boost active and Boost Sport ranges. It is only brand that that includes all three types of functional drinks which consist of motivation energy, glucose/ sugar and Sport and isotonic. The recent additions to the Boost sports range include Tropical Berry Flavour and Boost Citrus energy.

The slogan based on Boosts marketing campaign is “It’s a no brainer”, this links in with the fact that Boost offers great tasting product at a satisfying price.

In 2011, the Boost franchise sold up to five million cases of its products. It was also sold across Ireland and the UK, Boost also deliver their products to 16 countries worldwide which include Sweden, Spain, Brazil, Sri Lanka and South Africa.

The ingredients in Boost the Energy Drink

The ingredients in Boost the fizzy energy drink consist of Carbonated water, Sugar, Glucose-Fructose Syrup, Citirc Acid, Taurine(0.4%), Flavouring ( including Caffeine (0.03%)), Acidity Regulator ( Sodium Citrate), Inositol, Colour ( Ammonia Caramel), Preservative ( Sodium Benzoate), Vitamins( Naicin, Pantothetnic Acid, B6 Riboflavin, B12).

Labelling of the energy drink boost

Daniel Woolley

This is the traditional style of labelling used on the Boost energy drink can. The blue and white background I made to look as if the fuel is escaping and rising. This connotes that by drinking this product your speed and your stamina will rise giving you a everlasting physical energy boost which will increase speed and higher your levels of participation in physical activity. I will take ideas from the layout of the labelling of the can when I come to design the label for the labelling of our new brand of energy drink “ Swift.”

Daniel Woolley