This document provides summaries of advertisements for various energy drinks and the Irn Bru soft drink. The summaries characterize the tone, imagery, target audiences and key messages of each ad. Some ads use humor, while others have darker themes. The target audiences range from children to young adults and include both male and female demographics. Most emphasize the drinks' ability to provide energy for sports or daily activities. The branding and packaging designs aim to stand out visually and convey the drinks' intended personas.
2. IRN BRU - Bitches
This advert has a comical side, giving the
serious image on the left a funny caption
that wouldn’t normally be used for an
image like that. Adding a taboo word into
the caption just makes it more outrageous,
as well as making it look like the man in the
chair is saying it, though he does not look
like someone who would say something like
that. The orange background matches the
colour scheme of the can. The small and
subtle picture of the IRN BRU can is
effective in the way that it is a different way
of showing the audience what brand the
product is advertising, as usually the logo
and brand name is quite big and stands out
more than the one on this advert. The
audience this advert could be aimed at is
young adults or adults in general who
would understand the humour used in this
advert. Obviously this advert isn’t suitable
for children because of the taboo language.
3. IRN BRU - Pinkbomb
http://www.youtube.com/watch?v=iFEmtJRSrvw
This advert is once again quite comical, and can be
something that young men similar to the age of the
guy in the advert could relate to, if they have a
girlfriend that they can find annoying and over the
top at times. In my opinion, IRN BRU seems to be
aimed more at men than at women. This particular
advert especially shows this. The main character is
male and the opposing character is female, and the
storyline is based around how the male is
overcoming the acts of the female. Doing this offers
a good way to show how IRN BRU supposedly helps
you get through ‘harder’ situations. This advert is
aimed at young people, more likely young males
who would find this advert amusing as well as
being something they could understand. They
would understand or be sympathetic for the guy in
the advert because they may know what it is like to
be in a situation like that.
4. IRN BRU - Snowman
http://www.youtube.com/watch?v=4yZOab5gl-4
This advert is based upon the classic Christmas film ‘The
Snowman’. The lyrics to the song have clearly been
adjusted and changed to fit to the aim of this
advertisement, to advertise IRN BRU. This is done
effectively because the way in which the song has been
changed is very clever. The lyrics are quite amusing and the
ending has an unexpected twist which is also comical.
Although this Christmas film is aimed at children, this
advert may be more suited to teenagers and young adults,
but in general any age can enjoy it. The advert shows the
little boy not letting the Snowman have any of his IRN BRU.
This suggests that IRN BRU is too good to share. The twist
at the end is when the Snowman lets go of the little boy
and flies off with his IRN BRU, leaving the boy to fall into
the snow. The ending of the advert is quite comical and
allows a way of finalising the advert before it ends. At the
end of the advert, the sign on the building says “HAVE A
PHENOMENAL CHRISTMAS”, and there is a can of IRN BRU
above it. This allows the audience to recognise the brand
and company by using their slogan and logo.
5. IRN BRU - Animals
http://youtu.be/fHAUV4-Bzq8?t=2m7s
This advert has quite a dark twist to it. At first the man is
strolling through the countryside and he ends up leading
lots of country animals into a house in the city. At the
end of the advert we find out that the man is actually a
butcher and he locks the animals into his shop, obviously
meaning that they are for the chop. This dark ending
contrasts with the fact that the advert uses cartoon
animals instead of more realistic looking ones, which
makes it seem more child-friendly than it is. It would be
okay for children to watch this advert but the dark
humour might be something that adults won’t want to
explain to their kids. This advert might make IRN BRU
seem quite outrageous, because it is associated with
deviousness and brutality in the advert, because of the
man’s actions. The audience this advert would appeal to
are the people who can understand and will find this sort
of dark humour amusing. So, more leaning towards
young adults and adults, who are more mature and can
understand the comical side of this advert.
6. IRN BRU 32
The packaging for IRN BRU 32 is very similar to their
packaging for their other products. The differences
are that the can is bigger, therefore allowing for
more liquid to be stored inside, meaning that more
people will be drawn to buy it as you can get more
in a can than you used to. They have also changed
the white text to silver, and silver (when in element
form) has no side effect if worn, so it symbolises
that IRN BRU could only bring about good if bought
or consumed. The blue used on the can appears to
be a lighter one than the blue used on the original
IRN BRU cans. This may be because the taste is
lighter, or that they would like you to feel
weightless and bouncy and energetic when you try
this drink. The colours used work well together and
the orange text against the blue background really
stand out, and the way they have put a white
outline around the 32 makes it jump out at you.
This product will be aimed at people who have had
IRN BRU before because they would like their new
product to appeal to their existing customers, but
also they would like to draw in a larger audience so
that their products can be more well known and the
eye-catching features and the layout of this
packaging will help to do that.
7. V Sugarfree Energy Drink
This poster is advertising a sugarfree energy drink
called V. The picture used for this poster is effective
because it personifies the block of sugar. The two
girls appear to be at some sort of gathering or festival
and the block of sugar is using a mirror to look up the
blonde girl’s skirt, obviously an unacceptable and
perverted action. The other girl is pointing at the
block of sugar and clearly mouthing the word “NO”
and is made to suggest that she is telling the sugar
cube off, and shouting at it. This means that the
image used fits in well with the slogan that the
company has chosen for the sugarfree product. “Say
no to sugar” links in to the rest of the advert and is
perfect for the action’s of the sugar cube and the
gestures of the dark haired girl. This advert could
appeal to teenagers or young adults who could relate
to the situation of these two girls. For example, going
to festivals and going to gatherings. They have a
picture of the can in the bottom right corner. This is
good because it shows the packaging and what the
product looks like so that the audience will know
what to look for in shops. The image of the can also
shows the brand name, allowing the audience to
identify the brand.
8. Powerade Energy Drink
This advert shows the name of the brand
clearly and also cleverly uses the ring pull as
a way of framing the man who is walking
past with a handful of shopping bags. The
background image has quite a strange tone
to it, almost a yellow/green colour. This
makes the Powerade can stand out more, so
it is the first thing you see on the advert. The
text at the bottom says “FOR SPORTSMEN
WHO DON’T KNOW THAT THEY ARE”. This
slogan suggests that Powerade gives you lots
of energy, and also implies that the man
carrying the bags is a “sportsman” in his own
right because he will be going out and doing
the shopping and possibly doing other little
jobs that require energy. Saying that he
doesn’t know he is a sportsman shows that
Powerade can be for anyone, a regular
person, and they don’t actually have to be a
sportsperson. This advert could appeal to
young people, but from looking at the
content, more specifically males. It could
appeal to people who are looking for
something to drink when they are actually
doing sports, or when they are doing tasks
that require a lot of energy.
9. SoBe Energy Drink
This advert uses quite a different and graphic
image of a boy putting the cans into his leg, as if
they were batteries. Clearly this advert wants to
give this impression and this has a positive effect
on the audience because the image makes people
think about what batteries do and what their use
is. Batteries give things energy, they make things
work, and when the battery is full the object
works to the best of it’s ability. By having this
mindset, people will begin to get the impression
that this energy drink is really quite powerful in
how much energy it gives you. Also, like many
other energy drink adverts, this one is aimed at a
more male audience and also includes a type of
sport in the content. This can draw in the male
audience as well as the use of the “battery leg”
image. This advert could appeal to younger
people, definitely the male audience, and also
people who are into sports that require quite a lot
of energy, like skateboarding. The advert shows
that this energy drink is ideally to be drank before
you start the sport, as the boy in the image is
doing, using the cans as batteries.
10. Monster Energy Drink
This advert is quite interesting because of the
strange, fantasy-looking image of the woman
holding the drink on a tray. She looks mystical
and ghost-like, with the white flowing hair and
the scrawny arms and the long, creepy fingers.
That image overall is quite eye-catching and
distinctive. The overlay of her dress, arms and
the wall looks grungy and old, but also adds to
the creepy look. The colour of the Monster
can matches the rest of the image which helps
it all come together, rather than having two
clashing colours. “I don’t need calories, I live
off your fear” makes the energy drink sound
intimidating and shocking, which is different to
the other adverts I’ve seen. This slogan also
fits in well with the rest of the content, which
is dark and “evil”. This advert would appeal to
young adults who are quite daring and into
doing shocking things and living off fear and
adrenaline, like the slogan states.
11. Relentless Energy Drink
The packaging for this energy drink has a
very rock vibe. This drink can come in
different coloured packaging, depending
on the flavour which overall makes the
brand more interesting, rather than having
the same colour can for every flavour. The
design of the can is very creative, with all
of the spirals and the graphics in the
background. The ‘R’, as well as the name of
the drink is written in a font that looks
very rock and roll. This gives the
impression that this drink is made for a
more alternative audience, or people who
are into Rock music. Looking at some of
Relentless’ adverts, they appear to be at
concerts. The band members are shown
drinking
Relentless
which
would
encourage people who like that genre of
music to drink it as well.