Raise your Can

When people find that sports drinks are not as effective as they are in advertising, the demand will be greatly reduced, which is a threat to sports drinks. This is why its advertisement is not so reliable: Advertising: Sports drinks are a must-have item for sports. It not only can effectively replenish moisture, but also better promote electrolyte balance, replenish energy, prevent hyponatremia and water poisoning, and make athletes perform better. For non-athletes, sports drinks are also part of a healthy lifestyle, and sports drinks can make you healthier. Truth: Sports drinks are mainly composed of water, sugar (glucose, oligosaccharides, etc.) and electrolytes of sodium and potassium ions. The purpose is to supplement the water, electrolytes and energy substances lost by athletes during competition and training. Its biggest function is designed for athletes who are engaged in intensive, high-intensity sports. For ordinary people, sports drinks are not healthy daily drin...

If we talk about Redbull, the first thing that comes to your mind is sport related. But how this Austrian brand created in 1984 by Dietrich Mateschitz and producing energy drinks, succeeded in building its name in the sport industry ? To begin, you must take a look at their website Screenshot from RedBull's website The first thing to look at is the layout of the homepage. The site welcomes us with a series of sporting events. On the top of the page, the menu offers in this order: Videos - Events - Athletes - Products. As if Redbull was only about promoting sport events and that the famous blue cans were just a complement to gain money.  More than just an energy drink, the brand offers a unique experience to its consumers. Far from its competitorrs, the brand has decided to stake everything on the content. Distributed in more than 170 countries, Redbull excels on social networks. For example, on the famous video platform Youtube, the brand channel has 7.8 milli...

“The Global Sports Drink Market was worth USD 4.62 billion in 2016 and estimated to be growing to reach USD 5.92 billion by 2021” (Reuters). This market has not shown any sign of downward trend since sports drink remains one of the most promising non-alcoholic products. Consumers perceive sports drink as an “active nutrition" product, a healthier beverage than other energy drink or ordinary soft drink, a method for dehydration when doing physical activities. The coming years are going to observe the “bio" trends among consumers. They are more likely to look for a healthy product, something with fresh , organic origins. The beverage with caffeine, sugar and other “not so healthy" ingredient stand a higher chance to be excluded from consumers' s choices. Brands have to adapt their products to address their consumer's concern. Let's take a look with these 4 most significant trends, which, more or less, will drive the sports drinks industry ...

Global brand RED BULL have great strategy in advertising activation with a positive influence in past decadess. source:http://puzzlelondon.com/red-bull-sponsorship-marketing-content/ Did you know the global brand RED BULL?  Yup,who don't konw RED BULL does such an amazing global company which not only contributes to traditional manufacturing energy drink ,but also has rapidly became an amazing global advertising brand in past 3 decades. expect manufacturing energy drink, Red Bull isn’t just an energy drink. They also have a hand in professional sports (soccer, hockey, extreme sports), sponsorship, music, and other media. The Red Bull brand is everywhere. What drives RED BULL to a such successful advertiser? Do you remember a picture about spaceman who stand in front of  space station, face to the earth, as well as wearing space suit with RED BULL logo? Over the years, Red Bull have tailored their marketing and sponsorship strategy that has allowed ...

I know that you are familiar with this face, but I bet that you are not aware of his bond with the sports drink brand  BODYARMOR . Let me explain you their story! While most of famous athletes have several endorsement deals with big brands, some of them are going further by investing in those companies.  It is the case of the NBA Lakers legend Kobe Bryant.  In March 2014, he acquired a large stake in BODYARMOR with its new own company « Kobe Inc ». Source : ESPN website As a reminder, BodyArmor was created in 2011 by Lance Collins and Mike Repole and is now one of the most powerful sport drink in the US marketplace.  By entering the board of the company, Koby Bryant became the 4th shareholder after the brand’s cofounder Mike Repole, Coca Cola and Dr Pepper.  As if it was not enough, the basketball player doesn’t just invest in the company, he is also very involved in their marketing and communication. Not a basic endorsement deal...

By starting investing and develop brand content years ago, Red Bull has, little by little, moved from a simple marketing strategy to concrete innovative models into sports field. The energy drink brand started by the want of creating added value to their advertising by entertaining people through sport stories and associate them to their primary product. As time goes, Red Bull started to invest increasingly into content marketing. First, Red Bull have found new sources of supply to feed their marketing investments out of the traditional sports to advertise to the world. They have been present since time in adventure and 'new-age' sports, sponsoring and heavily branding action sports events and athletes (ski, free-runners, sky-divers, car-drivers). This has led the winged brand to strengthen their position and reputation by creating new sports and events. Red Bull Crashed Ice, a combination of hockey, downhill skiing and boardercross; Red Bull Caisse à Savon,...