Brandphonics: Energy Drinks


The energy drinks market is now well established in many leading markets around the globe. It is dominated by Red Bull with increasing competition from a few established and a number of copycat brands.


Our client wanted to create a differentiated and engaging brand identity that would attract share and generate brand loyalty.

Approach

Brandphonics® and Liking SegmentationTM were used in a large scale study of several key markets to understand the emotional and functional equities associated with the in-market Energy Drink brands.

Research was conducted on brands, packs and unbranded products. The research showed that a few enduring brands achieved emotional and functional consonance across their brand mix, whilst many brands failed to achieve this.

Outcome

The research highlighted several ownable territories that would act as a platform for building a new and differentiated Energy Drink proposition, helping our client develop its launch strategy.