M1

m1 soft drink advertising

1. Soft Drink Advertising. M1: Evaluate different cross media advertising campaigns for consistency of message.

2. The iconic slogan “Redbull gives you wings” is famously recognised all around the world and rings a bell within everyone’s head. Having a catchy slogan to go alongside your product is a great idea as it catches on and can often become so well known that people see words such as “wings” and automatically associate it with R edbull, meaning the company will often get free advertising without even realising.

3. Redbull Red Bull began as a Thai energy drink, called Krating Daeng, marketed towards factory workers and truckers trying to get through long shifts. The original mix was made with the same combination of taurine and caffeine but is actually sweeter than our modern version. Red Bull was founded by the Austrian entrepreneur Dietrich Maeteschitz in 1987 . and has went on too sell over 40 billion cans, with over 5 billion sold in 2013 alone .

4. Advertising. Redbull has various ways of advertising, and when the brand was starting up before the days of social media… they showed creativeness and out-the-box techniques to get their brand and product across to a customer base. In order to create a cult following of younger people, Mateschitz paid popular university students to throw parties in odd locations. He would give them enough Red Bull to tie on the top of their cars on the drive back to school . This not only ensured that the brand would create a customer/fan-base full of young people who would feel as though the drink was made for them therefore becoming loyal customers, but also meant that the drink took over the schools of the party members. This then kick-starting the huge umbrella that the brand “Redbull” is today. The advertisements R edbull use often contain a white and washed-like/faded colours to draw the backgrounds and world around the main focus of the advert, that being the can of Redbull which is usually portrayed in brighter more vivid colours to ensure it stands out and is the main focus of the advert. Appeals to everyone as everyone rushes once in a while, think R edbull is the solution.

5. Lucozade is a soft drink manufactured and marketed by the Japanese company Suntory. Created as "Glucozade" in the UK in 1927 by a Newcastle pharmacist, William Walker Hunter, it was acquired by the British pharmaceutical company Beecham's in 1938 and sold as Lucozade, an energy drink for the sick. As we see in many older Lucozade commercials it was branded/represented as a medicine, however unlike Redbull it has changed its image and brand theme countless of times. To appeal to new audiences.

6. At first Lucozade was clearly shown to be a simplistic brand offering “the best of all energy foods”… By doing this they are presenting Lucozade to be good for your health and beneficial. Looking more classy and more like a medicine than a drink in its first appearance/look.

7. Lucozade often has deals/sponsorships with famous athletes such as Gareth Bale for an example as this helps to appear to not only a more modern/younger audience but also a wider range as then not only fans of the drink will purchase it but also fans of Gareth Bale who look up to him as an example/role model. Overall boosting revenue for Lucozade.

8. Redbull has stuck to its roots in terms of design and advertisement as all advertisements are pretty much following the same colour themes and format to ensure the loyal fan base it has developed stay happy with the familiar product they are buying, I believe Redbull do this to avoid changing their drink too much and upsetting customers. Lucozade however, does take part in mixing things up. Although Redbull may release a new flavour from time to time, overall Lucozade have released 30 flavours (although not all in circulation now) whereas R edbull have released only 7 different variations of the drink over time.