Marketing Energy Drinks to Americas Youth

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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…show more content…
Red Bull might have had the first big impact on the market in 1997, but Monster, launched in 2002, by Hansen Natural Corp. has clearly made a strong impression on the market. With its initial market share of 12 percent in 2003, Monster now has a 30 percent hold on the market while Red Bull maintains 25 percent (Reuters). Past portrayals of energy drinks were for the most part all negative as energy drinks are not regulated by the FDA and most contain large amounts of sugar, sodium, and caffeine, among other things. Some brands and flavors have a caffeine content that can range from a modest 50 mg. to an alarming 505 mg. per can (Reissig). For example, an 8.3 oz. can of Red Bull contains 76 mg. of caffeine which is about twice what a 12 oz. can of Coke contains (LeBlanc). A 16 oz. can of Monster contains about 14 teaspoons of sugar and 200 calories (LeBlanc). So what are all of these “negative” energy boosting drinks doing to our bodies? A recent study done by Wayne State University in Detroit showed that consumption of energy drinks increased blood pressure and heart rate levels in healthy adults that drank two cans a day (LeBlanc). With all of those negative aspects there must be something good in energy drinks. There is a long list of beneficial ingredients that can be found in most of the energy drinks on the market today. They include; vitamin B-complex, antioxidant vitamins C and E, the

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