Energy Drinks: Embarrassment for NOS, AMP, Full Throttle
Coca-Cola (NOS, Full Throttle) and Pepsi (AMP) lag behind in most packaging personality areas, according to Affinnova – including ‘fun’, ‘energizing’, ‘effective’ and ‘cool’ – while Red Bull, Monster and Rockstar come out on top.
Embarrassingly, for big soda’s advertising agencies – this is despite NOS spending $5m+ on advertising in 2012 alone (to lose share), and AMP splurging 1.3m+ to maintain share from April 2011 to May 2013. In contrast, Monster Energy spent $158,000 to grow its share by 13%.
Only 3% of consumers quizzed by Affinnova said they’d consider buying NOS, and 5% AMP based on seeing packaging – compare this with 7% for Rockstar, 19% for Monster and 22% for Red Bull.
“Coca-Cola and Pepsi energy drink designs are hurting perception in other key areas, such as belief in the product, status appeal and willingness for consumers to recommend it to friends – factors driving trial, repeat and brand advocacy,” Affinnova’s analysts write.
Over time, competition in the energy aisle will only increase given the strong design impact of brands such as Starbucks, they add, which could gain share and shelf space.
“To get ahead, Coca-Cola and Pepsi energy drink brands should focus less on building general awareness out of store and focus more on optimizing what’s being communicated at shelf,” the analysts write.
