The energy drink market is one beverage segment Coca-Cola is yet to dominate. This year however Coke will again try to capture the hearts and minds of a new group of consumers with the launch of Mother. Coke will reportedly spend over $10 million dollars marketing Mother as an all-natural energy drink to young men (Sydney Morning Herald).
In response to this challenge by Coca-Cola, V has reportedly upped its marketing budget, released a new product, and created a new advertisement (shown below). Red Bull has also increased its marketing budget but hasn’t yet broken away from its Red Bull Gives you Wings advertising and no doubt will continue to place heavy importance on extreme sport sponsorships.
The energy drink segment is definately a lucrative segment. It is “worth $151 million and is growing by 47 per cent a year. Energy is the fastest-growing category in soft drinks and account for 22 per cent of total drink sales …” Sydney Morning Herald. However Coca-Cola has a task on its hands with Red Bull and V already accounting for 94 per cent of total energy sales in convenience stores. ” Sydney Morning Herald. So, can three brands share the energy drink market?
In my opinion: with Coca-Cola’s distribution network, Mother will have every chance of success. V has already been removed from the QUT (university in Brisbane) cafeteria and replaced with Mother (in a special branded fridge). I have also seen supermarkets and petrol stations with dedicated, branded Mother refridgerators and other branded material. Consumers will therefore be encouraged to at least trial the product when there are no other “energy/caffeine” options available. As for the V energy drink advertising: I have heard both positive and negative reviews. I think the advertisement shows a brand forced to join the race, rather than remind. I don’t like it – too sex-centric, not that cleaver.