Journal of e-ISSN: 2582-7804

Sales, Service and Marketing Research Volume-3, Issue-2 (July-December, 2022)

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A Study on Advertising Media and Advertising Appeals adopted for

Energy Drink Products by Selected Companies operating in India
Viraj Darane1, Satish Pawar2, Nilesh Anute2*
1
Research Scholar, 2Associate Professor
ASM'S IBMR, Institute of Business and Management Research, Pune, Maharashtra, India
*
Corresponding Author: nileshanute@[Link]

ABSTRACT INTRODUCTION
The main objective of writing this research
paper is to identify advertising strategies A beverage that contains a variety of
adopted by energy drinks. Data presented on stimulant-filled components is an energy drink.
the tactics used by manufacturers of energy It seeks to provide clients with an energy boost.
drinks. Advertising is essential for the For the category of non-alcoholic beverages,
company to survive in the market. Modern energy drinks are well-established and widely
technology allows companies to create more recognized. These enter a variety of formulae
effective and impressive advertisements for and are available in a variety of flavors. Energy
television, and print. This helps to create drinks join two varieties: sugar-sweetened and
awareness about the product and helps to sugar-free, allowing customers to select the
increase sales of the product. All the flavors that are best for them. Energy drink
companies use rational appeal, adventure sales in India are projected to reach $700
appeal, and humor appeal in their million, with a 20–25% annual growth rate. The
advertisements to attract adults and to give market for carbonated beverages is close to Rs
information about the energy drinks which 6000 crore and expanding by 10–12%. The
will give benefit them. energy drink's marketing tactics are employed
Influencers enhance information on energy to draw in customers. They use different media,
drinks, which helps the company, establish a strategies, and different media platforms like
positive reputation in the marketplace and print media, broadcast, outdoor advertising, and
build a strong brand. As it is well known, celebrity advertising, but broadcast advertising
energy drinks' high caffeine content has the plays more important, where it attracts more
desired effects of enhancing memory, and wide population. Advertising is used to
boosting alertness, and elevating mood. In create demand, the building of brand image,
this research paper, we have shown the develop a brand, and also help increase sales of
advertising strategy used by five energy energy drinks. Since 2013, sales of energy
drinks companies. drinks have increased at a yearly rate of about
5% (Table 1). The leader in energy drinks
Keywords- Advertisement appeal, Advertising continues to be Red Bull, with Monster
media, Advertisement strategies, Energy drink, (original) coming in at number two. In 2021,
Influencers the Red Bull Summer edition debuted at
position 5.

Table 1: Energy Drinks.

2. Sting:
1. Red bull: Ingredients: Sting contains
Ingredients: Caffeine, taurine, glucuronolactone, 200mg of caffeine and 34.3g of sugar,
sucrose and group vitamins and water. which is moderately high.

Company name: Red Bull GmbH. Company name: PepsiCo, Inc.

3. Amino Energy: 4. Café Cuba:

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 Journal of e-ISSN: 2582-7804
Sales, Service and Marketing Research Volume-3, Issue-2 (July-December, 2022)

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Ingredients: Amino Acids, 100 mg of Caffeine Ingredients: Water, sugar, carbon

from natural sources, and electrolytes. dioxide, acidity regulator and caffeine.

Company name: Optimum Nutrition. Company name: Parle Agro Private

Limited.

5. Monster:
Ingredients: Carbonated Energy Drink with Taurine, Ginseng, L-Carnitine,
Caffeine and B Vitamins with Sugars and Sweetener. L-Carnitine + Taurine +Ginseng + B
Vitamins.
Company name: Monster Beverage Corporation.

LITERATURE REVIEW peak workout heart rate, respiratory exchange

ratio, and a peak rating of perceived exertion
Horne J, Reyner L. (2000) in their (RPE) [4].
research paper," Beneficial effects of an Sudaath Weerasiri, H.S Nadeeka (2016)
"energy drink" given to sleepy drivers”. 11 in their research paper, "Impact of Television
drowsy volunteers were given a double-blind Advertisement on Youth Buying Behavior,"
choice between 500 ml of a glucose-based they mentioned that marketers should pay
"energy" drink and control without the active attention to and focus on the television
ingredients while they were operating an advertisement sector to produce sales and drive
interactive real-car driving simulator [1]. Two their firm to success, according to the study [3].
hours after treatment, lane drifting and a Neha Sakhlecha, Dr. C. Nithya, and K.
secondary task was assessed. Both indicators Keerthi Jain (2021) in their research on," the
were greatly enhanced by the energy drink, influence of motivation advertisements on
especially during the first hour. consumer buying behavior regarding health
H. J Smit and P. J Rogers. (2002) in drinks" The study concluded that motivational
their research paper, the purpose was to advertisements have a direct influence on
demonstrate a sensitive methodology for consumer purchasing behavior after monitoring
providing objective evidence of such effects. A participants [5].
mildly fatiguing repetitive task formed the
context for assessing the potential restorative RESEARCH METHODOLOGY
effects of caffeine-containing 'energy drinks”
[2]. This research paper is based on
R. A. Weerasiri and H. S. Nadeeka secondary data. The data is collected from,
(2015) in her research paper," Impact of TV news articles, TV advertisements, web
advertisement on Youth Purchase decision" she advertisements, and some of the research
discovered that there is a positive association papers. This research paper is mainly focused
between emotional response and consumer on the advertising strategies used by companies
purchasing and television advertising, rather of Energy drinks.
than between environmental response and
television advertising, as well as between Research Objectives
television advertising and young decision-
making [3]. Advertisements on television 1. To study the concept of advertisement
influenced the customer's decision to try the media and advertisement appeals.
product. 2. To identify the advertisement media
Nelson MT, Biltz GR, Dengel (2014) in adopted for energy drink products by
their research paper, "Cardiovascular and ride selected companies.
time-to-exhaustion effects of an energy drink" a 3. To identify the advertisement appeals used
study looked at how Monster energy drink by energy drink products by selected
(produced by Monster Beverage Corporation, companies.
Corona, California) affected resting heart rate,
heart rate variability, ride time-to-exhaustion,

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 Journal of e-ISSN: 2582-7804
Sales, Service and Marketing Research Volume-3, Issue-2 (July-December, 2022)

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4. To study impact of advertisements on the Advertising Types

consumer buying decisions with respect to
energy drink products. Television advertising, print
advertising, outdoor, digital and social media.
Secondary Data Analysis
Advertising appeal
Red Bull Humour appeal.
Product name: Red Bull
Company name: Red Bull GmbH. You can charge up and stay active with
Advertising Types: Television advertising, print the help of a Sting energy drink. Its revealingly
advertising delectable flavor also awakens your taste
receptors. Sting offers delightfully refreshing
Advertising appeal flavors along with the caffeine, ginseng, and B
vitamin rush. Non-alcoholic beverages include
Humour appeal focuses on the idea that Sting Energy Drink. Gold Rush original, Gold
their product gives people the “wings” or (with Ginseng), Power Pack (Gold Rush with
energy they need to do whatever they want Malunggay), Power Lime (Kiwifruit/Lime), and
when they want. Berry Blast are some of the flavors of Sting that
Caffeine, taurine, glucuronolactone, B are offered (Strawberry).
vitamins, and inositol are some of the
constituents in Red Bull Energy Drink. These Advertising strategies
substances work well together to improve
cognitive function, focus, and driving PepsiCo began a broad campaign,
performance. A non-alcoholic beverage is Red including TV commercials and road
Bull Energy Drink. The market offers ten advertisements, after Sting was introduced in
different varieties of Red Bull drinks. Red Bull Pakistan. Starting in Karachi, the Hummer (an
Original, Red Bull Sugar-Free, Red Bull Zero, advertisement vehicle) goes to various locations
and six Red Bull Edition flavours are all and distributes free cans of Sting energy drink
included. to motorists. The TV commercial was shot in
India in which a person is shown generating
Advertising strategies electricity and charging a car battery after
drinking the Sting energy drink. A recent
In the area of energy drinks, Red Bull is campaign by PepsiCo’s energy drink, Sting,
the most popular product. Red Bull uses both took a very different route to ask people to save
print and broadcast advertising to draw in energy. It came up with a TVC where the
customers. 96 percent of the time, red bull uses woman protagonist is seen giving out a certain
these mediums. Red Bull has been making phone number to the boy who helped her climb
commercials bearing its slogan "Red Bull gives stairs. The brand received over 40,000 calls on
you wings." which is one of the most popular the same number in just 48 hours, and Sting
and memorable advertising slogans. Rather than took this opportunity to create awareness and
following a traditional marketing approach. Red spread a social message on following a
Bull has raised consciousness and developed a sustainable lifestyle and conserving energy.
"brand myth." Extreme sports are heavily
included in Red Bull's global marketing Role of influencer
campaign.
Role of Influencer: such as Eminem India’s energy drink Sting has
sponsoring the Red Bull "EmSee Battle Rap announced Bollywood actor Akshay Kumar as
championships" which helps in creating their brand ambassador. While Sting uplifts
awareness of the red bull energy drink. consumers with its refreshing energy, Kumar’s
power-packed. This combination will extend
Sting the brand’s ‘Energy Bole Toh Sting’ mantra,
engage. This creates brand awareness by the
Product name: sting influencer as Akshay Kumar is known for the
Company name: PepsiCo, Inc. action.

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 Journal of e-ISSN: 2582-7804
Sales, Service and Marketing Research Volume-3, Issue-2 (July-December, 2022)

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Amino Energy Café Cuba

Product name: Amino Energy Product name: Café Cuba.

Company name: Optimum Nutrition. Company name: Parle Agro Private Limited.

Advertising Types Advertising Types:

Television advertising, print TV advertisement, billboards, print

advertising, digital and social media. media, and digital media.

Advertising appeal Advertising appeal

Informational appeals, features of the Rational advertising appeal was used in

product, and the benefits a consumer will the café Cuba advertisement.
receive when using the product are shown in Café Cuba, developed by the FMCG
the advertisement. powerhouse Parle Agro, is an innovative
Thanks to Parle Agro, the Indian product that will undoubtedly revolutionize the
beverage business underwent a revolution. game in the carbonated soft drink segment. It
During this test launch, India's first carbonated represents Parle Agro's recent return to the
coffee soft drink was unveiled. A marketing carbonated soft drink market after nearly two
and brand-communication campaign launching decades. It is a delightful new addition to the
"The Coffee Revolution" throughout all of fairly stale flavor market of soft drinks that
India will help Parle Agro's preparations for a seamlessly combines the flavor of roasted
national debut this summer, taking this coffee beans with robust effervescent fizz. It is
revolution a step further. These flavours of a soft drink marketed to customers with more
Amino Energy include Juicy Strawberry, sophisticated tastes. According to the
Concord Grape, and Caramel Macchiato company's tagline, "Refreshing India," it has
Orange. been designed to offer a distinctive, refreshing
experience. The drink features a fizzy pop and
Advertising strategies the flavor of roasted coffee beans.

Optimum Nutrition is collaborating Advertising strategy

with Corporate Natalie to promote its AMIN.O.
Energy sparkling ready-to-drink beverage as a Café Cuba's official launch campaign
go-to option for summer energy and hydration. has hit the big, small, and mini-screens alike
Corporate Natalie has almost 800,000 followers with a 150-seconder and shorter edits on the
of her usually amusing work-life takes on idiot box, of course. Shot in South Africa; the
TikTok and Instagram. According to the TV commercial shows a young, slightly rogue
Optimum Nutrition survey, 96% of participants coterie setting out to bring the "coffee
rely on beverages for energy. Moreover half revolution." They trade cans and pet bottles of
(61%) say they are aware of what their choice Cuba in a manner more befitting a covert
of drinks at work says about them. The majority operation. The enemy? The giants of the dark
(75%) wants alcoholic beverages with fizzy world of carbonated drinks. While on the
nutritional benefits, and the majorities (59%) mission, they're simultaneously urging brothers.
want non-alcoholic energy drinks for From different mothers to join the revolution
socializing. and experience the thrill of being caught by the
cola police while trying to break into one of the
Role of influencer vending machines and replace them with Cuba
bottles.
Rishabh Pant, a cricket player, and Television will play the role of the lead
Optimum Nutrition have partnered. With him medium for the campaign, followed by an
on board, the business intends to boost fitness aggressive focus on digital brand building. The
fans' knowledge of and trust in Optimum campaign will be supported by print, outdoor
Nutrition products. and cinema ads. Each of the mediums will

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 Journal of e-ISSN: 2582-7804
Sales, Service and Marketing Research Volume-3, Issue-2 (July-December, 2022)

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deliver the message of ‘The Coffee Revolution’ Style Lemonade, Pipeline Punch, and Juice
with the edginess of an underground Monster.
movement.
Advertising strategies
Role of influencer:
Monster Energy promotes itself mainly
Parle Agro was promoted by Prakash via sponsoring sporting events, such as
Chauhan and Ramesh Chauhan who were the speedway, motocross, BMX, mountain biking,
leaders in Carbonated Soft Drinks. The name snowboarding, skateboarding, car racing, and
Café Cuba has been inspired not only by the esports competitions. The purpose of the
fact that the Caribbean nation is renowned for advertising is to demonstrate to consumers how
its coffee but also by its association with Monster can be a dependable source of energy
‘revolution’. This association is apt, both for for any situation. The monster can supply the
the brand, and the company that created it. energy needed for activities like basketball.

Monster Role of influencer

Product name: Monster Monster Energy has signed Hardik

Company name: Monster Beverage Company. Pandya on as a brand ambassador. Indian all-
rounder Hardik Pandya is the first cricketer that
Advertising Types: global energy drink company Monster Energy
has partnered with, which includes the Indian
Sports sponsorships, outdoor and TV market for the energy drink Monster.
advertisements (Using a hybrid buying
technique, Facebook video advertisements OPPORTUNITIES
across locations led to an increase in sales of
9.2 %.) Energy drinks, as we are all aware, can
increase brain function tests like memory,
Advertising appeal: focus, and reaction time as well as lessen
mental weariness. Energy drinks for adults are
The rational appeal is shown in the needed and in demand in this area. With more
advertisement for the monster energy drink and than half of the population using social media,
as well as humour appeal. advertising is mostly done on television, in
Caffeine, taurine, ginseng, guarana, and print publications, and on social media.
B vitamins are among the chemicals in Platforms that help the energy drink industry
"Monster" energy drinks that are active. raise its profile and boost sales by attracting
Included in the list of ingredients are customers and appealing to them through
carbonated water, glucose, sucrose, citric acid, advertisements. The industry uses social media
natural flavors, taurine, sodium citrate, color campaigns to connect with customers, which
added, Panax ginseng root extract, L-carnitine, helps to open up new opportunities. The
L-tartrate, caffeine, sorbic acid, benzoic acid, industry also uses advertising strategies that
niacinamide, sodium chloride, Glycine max take advantage of new trends and technology to
glucuronolactone, inositol, pyridoxine open up additional opportunities in the future.
hydrochloride, sucralose, rib of After Red Bull,
Monster Energy has the second-highest market CHALLENGES
share for energy drinks with a 35 percent
market share. The beverage Monster Energy Many businesses have difficulties when
Drink is not alcoholic. The flavors of Monster marketing their goods, but energy drink
Energy Drink are Reserve Watermelon, companies maintain standards to meet all of the
Reserve White Pineapple, and Nitro Super Dry. demands. These standards may relate to market
Zero Ultra, Monster Ultra. Extremely Keen rivalry, the government, healthcare, capital,
Peachy. Mean Bean, Cold Brew Latte, Cold reaching the correct audience, rival businesses,
Brew Sweet Black, and Java Monster. Aussie diversity, etc. While promoting energy drinks,
the corporation must overcome difficulties in

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 Journal of e-ISSN: 2582-7804
Sales, Service and Marketing Research Volume-3, Issue-2 (July-December, 2022)

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determining how to differentiate their product establishing a positive reputation in the

from those of competitors, as well as marketplace and building a strong brand.
difficulties in adhering to regulatory
regulations. Additionally, the health component REFERENCES
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