Credits:
Jake Lowes: Art Direction

Each of these drinks benefit people differently, whether they are exercising or involved with sports, but sometimes people drink these almost never when exercising. They are drank at different times too. Energy drinks can be used as a stimulant to create alertness, physically and mentally. Normally advertised as a sport performance enhancer energy drinks are also drank recreationally.

Although, energy drinks contain a lot of sugar. For a small can of Red Bull (250ml) you can consume 27g of sugar. That is nearly a third of the intake needed a day (90g) (1).

We believe that choosing to create a new Isotonic drink for Nike will be the best option. This is because isotonic drinks are beneficial to the athlete’s performance.

RedBull and Lucozade are the top selling energy drinks in the UK (2). With FMCGs like RedBull and Lucozade, we plan to see this as an opportunity to take a step back and look very closely to how they’re marketing their long established products within the UK market.

Lucozade started as a health tonic that replenished lost appetites and energy in 1927 formally known as “Glucozade”. It now is marketed as an energy drink, despite its bold claims in above advert example.

The brand faced scrutiny in May this year regarding it’s sugar count and it being detrimental to children’s health (3). Thus more strengthening our choices to create a more healthier drink for Nike's demographic.

When Lucozade shifted from a health drink to a drink that aided physical performance, its sales figures had tripled to £75m (4). Small changes started in 1983, its slogan shifted from saying: "Lucozade aids recovery" to "Lucozade replaces lost energy" and with sports personality endorsements and exciting Iron Maiden songs, Lucozade launched itself back into the marketplace with more brand strength with this advert in 1985.

Now, Lucozade positions itself more central with this advert.

It achieves a great sense of over-exaggeration from the abilities of those in the advert. Using CGI or not, each subject involved seems to achieve great physical and mental heights. Parodying the abilities of human capabilities the drink is cemented as a part of the cause although the demographic knows the outcomes can be impossible.

In 2014, Red Bull had been filed a lawsuit against their slogan of “Red Bull gives you wings”. The physicality was not true, but the mentality and philosophical side maybe. But nevertheless, they still had to compensate $10 to each person whom bought the product since the start of their campaign in 2002. They also had to compensate an individual consumer too, his name is Benjamin Careathers. (5)

"Benjamin Careathers, a regular consumer of the fizzy drink, sued the company for false advertising, arguing that after 10 years drinking Red Bull he neither had wings nor any enhanced athletic or intellectual performance."

This campaign was highly successful in strengthening the brand in the early years and gaining its popularity. Now Red Bull is seen in a lot of Sponsorships, Ownerships of teams and locations for example the New York Red Bulls and the Red Bull Arena. It has become a global giant with profits of 5.387 billion in 2013 (6) for only one small product range.

Nike like to recognise their consumers as athletes (7) and that their choice is a superior set of ideals. A sense of belonging is strong with the brand, this could be seen with their affiliation with sporting idols, old and new. Nike still like to have their sports endorsements as the face and driving force of their innovation, from Michael Jordan to Mo Farah:

Regarding the sports performance side of Nike, it  portrays a very superior tone of voice. Using words like "THE"

"The Best"
"The Fastest" 
"The Lightest"

But from the visual side, the product always has centre stage is always seen to aid, or to share greater abilities to those wearing or using it.

Actor and Comedian, Kevin Hart tweeted a photo his run map and direction he went in. I liked the idea of the direction and shapes that the "Athletes" take create the brand. They are the sole user and purpose of the product in hand.

I really like the patterns, forms and direction NIKE use to develop and stand out with their designs. This is a direction I wish to take the branding of this sports drink.

The name we came to was Revive, the idea of the name was that the drink would Revive the athlete of energy and hydration. The choice of "Re" words indicated the, reply, return and remittance and a resource of energy.

I wanted to marry up the running maps from NIKE's, "NIKE + Maps" and similar apps and data.

Chairman of NIKE said in an interview that he was afraid of creating a fast moving consumer product like a drinks brand, due to the fact that they could be discarded as litter (8):

So by this, we devised the bottle to have its own utilitarian uses. The bottle had a patented bottle lid where you can monitor the amount refilled water consumed after the isotonic drink was consumed. A reuse of the bottle = a happy Phil Knight and Athletes/Consumers

Sources:

1.) http://www.jamieoliver.com/news-and-features/features/how-much-sugar-is-too-much/#L6kttuCR33fTextZ.97#

2.) http://www.statista.com/statistics/308493/leading-brands-of-energy-drinks-excluding-colas-or-mixers-for-alcoholic-drinks-in-the-uk/
3.) https://www.theguardian.com/society/2016/may/07/liverpool-fizzy-drink-brands-sugar-obesity

4.) https://en.wikipedia.org/wiki/Lucozade#cite_note-history-5
5.) http://www.telegraph.co.uk/news/worldnews/northamerica/usa/11155731/13m-lawsuit-proves-Red-Bull-doesnt-give-you-wings.html

6.) https://en.wikipedia.org/wiki/Red_Bull

7.) https://youtu.be/AEUkkfU4bEQ?t=5m20s
8.) http://uk.complex.com/sneakers/2015/08/nike-sports-drink-gluekos