The target markets of energy drinks, Red Bull and Gatorade.

Energy drinks are a vast market with a size of 53 billion $ in 2018 and with estimates of 86 billion $. The market is very large and capacious and the leaders are attacking the market with different tactics. So let’s discuss them in a particular way and find out their secrets.

We can analyze the energy drink market and see their directions.

We see that the Consumption of energy drinks has been increasing dramatically in the past two decades, especially among adolescents and young adults. A large amount of caffeine in energy drinks provides the consumer with the desired effects which are improved memory, increased alertness, and elevated mood. So we see that brands like Red Bull, Monster Energy, and Reign are leading the competition.

We see that the main market of energy drinks is millennials, especially people aged from 18-35. Who are these guys? Mainly people who want to sound louder and live a more energetic way. People who like to risk everything and do crazy things.

They like to switch to energetic drinks from carbonated drinks as a huge amount of caffeine gives them energy, memory, and will. The following brands and products are one of the fastest-growing segments in the world which used to be only a niche market in the past.

The main market of the drinks in North America as well as we see that Europe is a quickly growing market which has great potential.

So we see that energy drinks are in severe competition with packaged juices, aerated beverages, and malted health drinks, moreover, the following products are lower in cost when compared to some of the energy drinks and this makes them more concentrated and prepared.

Now let’s turn to Red Bull and see their targeting tactics.

In order to understand more about the people that like and buy the drink, we can look at their advertisements.

Here is a commercial for Red Bull and we see here people who like to risks and like risky sports, not ordinary ones. They are crazy people who like to be out of rules and control. New challenges and passions are what they need. They lie devoting themselves to passion.

And who are these people? Garrison group calls them Hedonists. 

Hedonists are young people who always like to put a drive in their lives. Going to new places, pubs, drinking a lot until the unconscious state of mind. All they like to think and do is fun and entertainment. Hedonists won’t hesitate to jump n the stage and sing with a singer during a concert.

The following segment is a perfect target for a drink company like a Red Bull as they like to buy a lot during the night or a party and do not think about tomorrow.

They are people who like quality and buy good brands. Hedonists can become a fan of your product and praise it everywhere, as well as they can blame your brand and make it sound like the worst company in the world. So we should be very careful with them.

16 Personalities (what is for your business?)

As a businessman what do you think about the success of Red bull? What are the reasons? Which is the buyer persona of Red Bull? The social grabber team thinks that choosing and concentrating on Hedonists made them one of the biggest companies in the world. As a result, every Hedonist associates the parties and cocktails with Red Bull’s energetic drinks.

Let’s mention some insights about Hedonists:

• They are usually concentrated on themselves, which means they love to stand out from the crowd, and be different. Spending the whole day with friends is a usual practice for them. 
• Hedonists are loyal people. If they liked your brand, they will promote your brand to their friends and others.
• Negotiating isn’t the thing they love. They always try to avoid serious discussions.

After understanding the basics of Hedonists’ behavior you may ask, what kind of brand will be interesting for them? Which hidden and at the same time important things have to be considered? You can find all the answers to these questions in our e-book called “16 Personalities”.  You will also find all the solutions for your marketing problems, which will obviously change your insights about buyer persona.

Of course this is one of the 16 personalities and with this book you will discover all of them. With knowledge of each 16 personalities you will confidently find your ideal buyer persona and change your marketing strategy to achieve new levels. The book also gives you some hints for selling your product and negotiating with your clients.

In order to understand the brand widely, we also should look at their messaging and branding strategies.

And here is one of their many videos on Instagram. We already know that Red bull sponsors all the crazy sports events in the world and the brand is their helper and symbol. 

Here we see a guy that likes breaking all the rules and being someone who is unrepeatable. The following style of life is so preferable for Red bull. The brand that promotes sports for adrenaline, a fun that is full of danger and trouble. That is the way of living for Red Bull. And the following messaging tactics are known as tactics of the Outlaw brand archetype.

What does the Outlaw brand archetype represent?

• The desire of the archetype is the revenge and revolution.
• The strategy of the archetype is to shock and destroy.
• The goal of the archetype is destroying anything that is not working.

So the outlaw brand archetype wants the rules to be broken. Famous brands like Harley Davidson and Paypal are using the archetype for their branding purposes.

The outlaw brand archetype could be a perfect fit for your brand if

• Your brand promotes something that is against society.
• You are promoting video games.
• Pubs and discos are perfect products for having the outlaw brand archetype.

Here are several facts about the Red bull.

1. The recipe of the product is based on a drink that is a favorite one with Thai drivers.
2. Once Red Bull was banned because it contained cocaine.
3. Red bull presents its own record label.
4. Once red bull sent someone to space.
5. Red bull cola contains only natural ingredients.
6. Red bull cans are 100% recycable.
7. They sponsor a paper airplane contest, a really funny tournement.
8. Red Bull is the only company that can sponsor 2 teams in Formula 1.
9. The slogan of the copmany is “Red Bull gives you wings”.

Now it is time to look upon the targeting tactics of the famous energy sports drink Gatorade.

So, let’s see at first their commercial examples

Gatorade convinces us that our rivals are our fuel. What does this mean? This means that our competitors make us win and make us t take new challenges and go ahead. So here we see sportspeople who are not famous now but will be someday of course. And what kind of people do we see at the commercial? The garrison group calls them Peacocks. Who are Peacocks?

Peacocks are a segment of people who care about their status a lot and want to be leaders in the community. They like to be at the top of events and trends and it is expressed at places they visit and the clothes they wear.

So the following segment is very challenge taking and vivid gym and sport attenders. Gatorade pushes its inner tension point of being leaders and winners. “Be winners with Gatorade” take challenges and win.

Peackocs like buying top brands though they do not have a high income. If they find a brand they really lie they would be loyal and buy it. Though they like a range of top brands that bring status to them like Gucci, Nike and so on.

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Now we will look at their branding and messaging tactics. In order to do that we should look at their Instagram post examples.

Here we see the same stories, challenges, sport, strong people who want to compete and win all the games with challenging themselves and competitors. So Gatorade gives the messaging based on the Hero brand archetype. What does the hero brand archetype represent?

• The desire of the brand archetype is to prove its worth with difficult actions.
• The goal of the archetype is exerting a mastery in a way that improves the world.
• The strategy of the archetype is becoming as competent as capable.

Famous brands like Nike and Tag Heuer are using the tactics of the Hero brand archetype.

The Hero brand identity could totally fit to tour brand if

• You have an invention or innovation that will have a major impact on the world.
• If you have a product that helps people to perform at the highest limits.
• If you have a clear opponent or competitor you want to beat.

Here are several facts about Gatorade.

1. It was invented to help Florida Gatorade football team players to stay hydrated.
2. When it was first made it tasted terrible but players drank it anyway,
3. Michael Jordan was the first celebrity to use Gatorade.
4. 100 billion of Gatorade bottles are sold every year.
5. Gatorade stole Michael Jordan from Coke.
6. Over 46% of sports drink market is dominated by Gatorade.
7. More than 26 flavours of Gatorade has been stopped producing.

Here are just some examples that include targeting tactics of Red Bull and Gatorade. Find out more about the target markets of different famous brands.

Your Targeting e-Book.