MKTG 347- Advertising/Creative Marketing Assignment: to create a 360 degree campaign for AMP Energy See documents in SlideShare starting with MKTG 347. To see the video it must be downloaded. My Involvement: In this campaign I played the role of both the account manager and account planner at the same time. I had my hands in every single step of the project, from the research to the creative execution. After coming up with our campaign slogan, our basic idea, gained from a sudden epiphany, of using the Vitruvian Man, led our campaign in a new and innovative direction. For the creative work, the actual drawings were done by my teammate Kyndal Teich and all the graphic designs where done by me through the use of Microsoft Office software and Paint. What is not shown in this document: 1) the debriefing is from a tissue session we had with two local advertisers playing the role of the client 2) the miniature version of our video blog, which will be on a PowerPoint that will also be attached. The PowerPoint will include each of the creative works.

1. THE HIGH FIVE – Team #11
Joshua Vicari
Joshua Vicari is a member of the Fightin’ Texas Aggie Corps of Cadets
Company D-1, class of 2013 and is a senior marketing major. Josh was
born in San Jose, California and has lived in Arizona, Florida, and Texas.
After graduation he will commission as a 2nd Lieutenant in the US Army
and hopes to become an aviation officer.
Kyndal Teich
Kyndal Teich is a senior marketing major, class of 2013. Kyndal is
the Vice President of the Sports Marketing Association, a member of
the Aggie Advertising Club, and serves of the CC Creations Student
Advisory Board. She is currently building her Advertising Certificate.
Chrysah Pederson
Chrysah Pederson is a marketing major at Texas A&M University,
focusing on Advertising. Chrysah is the fundraising chair of the Aggie
Advertising Club. She participates in AAF competitions and received
second place at the Houston competition in fall, 2012. Chrysah hopes
to get an account planning job in advertising after graduation.
Carli Smith
Carli Smith is a senior Marketing major at Mays Business School.
Carli works at the MSC Box Office at Texas A&M University and is a
member of the Aggie Advertising Club. When she graduates she
aspires to work in the research department for an advertising
agency.

2. Table of Contents:
PG 2 Industry Analysis
PG 10 Target Market Identification
PG 11 Campaign Objectives
PG 12 Target Market Analysis
PG 14 Creative Brief
PG 15 Campaign Idea Brainstorm
PG 16 AMP Energy Client Report
PG 17 Idea Pitch Debriefing
PG 18 Final Campaign Strategy + Execution
PG 22 Media Planning + Execution
PG 26 Campaign Evaluation
PG 27 Work Cited
PG 30 Appendix
1

3. Industry Analysis
What is an Energy Drink?
An energy drink is a beverage made to boost mental and physical energy, containing large
amounts of caffeine and other stimulants. Energy drinks had a humble beginning in the soft
drink industry, mainly dominated by pharmacists. After Coca-Cola was marketed as the “Energy
Booster”, other energy drinks came into existence:
● Lucozade Energy- (1929) developed in the UK as a hospital drink for aiding recovery
● Dr. Enuf- (1949) developed in the US as a soft drink with vitamins
● Lipovatin- (1960s) developed in Japan
● Josta- (1985) Pepsi Co. brand
● Red Bull- (1997) currently the #1 energy drink on market
(“From Hospitals to Rave Clubs”)
AMP Energy
AMP Energy, introduced in 2001, is the offspring of Josta, which is produced and owned by
Pepsi Co. Up until 2009 it was marketed under the Mountain Dew label, but is now known only
as AMP Energy. The original AMP Energy contains Taurine, B-vitamins, Guarana, Ginseng and
Maltodextrin, with 71 mg of caffeine in an 8 ounce container. (“Products”)
Product Mix
● Original
● Sugar Free
● Overdrive (Cherry)
● Elevate (Mixed Berry)
● Traction (Grape)
● Green Tea
● Lightning (Lemonade)
● Sugar Free Lightning
Under the brand of AMP Energy are other types of energy supplements, including AMP Energy
Juice and AMP Energy Gum. (“Products”)
2

4. Industry Report
Growth
In 2011, it was estimated that energy drink and energy shot sales were at $8.1 billion,
representing a dollar sale growth of 16% over 2010. It is also projected that the market will grow
by 92% from 2011 to 2016 based on the steady stream of innovations and the young status of
the industry. (“Market Size”)
Trends
Energy drinks are a worldwide market, with companies competing for similar market segments,
indicating a highly image-driven market. Energy drink consumption is as much driven by brand
image and trust as it is by actual product attributes. Research reveals that 71% of all energy
drink buyers are likely to consider brand trust when purchasing. A popular trend right now
among energy drink companies is the demand for “zero”, “10-calorie” and “natural energy”
products. (“Executive Summary”, 2012)
Target Market
The prime target market for energy drink companies consists of men who are aged between 18
and 34, have either dropped out of high school, are currently attending college or work in the
natural resources, construction, or maintenance industries. (Belch and Belch, Appendix I)
Key Issues
35% of all adults are nonusers of energy drinks with no interest in trying them. One explanation
for this is that adults age 55+ have not been successfully attracted to the market, which is one
of the highest projected population growths from 2011 to 2016. Another reason is that nonusers,
age 18-24, are likely to show a higher-than-average concern about safety and health effects. In
fact, the ultimate threat to market’s growth for 18-24 year olds is the concern of its high caffeine
content. (“Issues in the Market”)
Environmental Factors
Energy drinks are priced at a premium compared to other nonalcoholic beverages. The 2012
unemployment rate remains at an average of 8.2%, and since the key consumers - teens,
Hispanics and African Americans - ages 18-35 continue to have higher-than-average
unemployment rates, the decline in disposable income is likely to have negative effects on the
industry. (“Market Drivers”)
Threats
In early August 2012, the New York State Attorney General issued a subpoena against Monster
Energy Company, Pepsi Co, and Living Essentials in an attempt to push health regulators to
look into applying more stringent standards to regulate the sale of energy drinks, resulting in the
possibility that the energy drink companies will have to implement more specific labels about
caffeine content, cease selling to minors, and reformulation of drinks. (Schwartz)
3

5. Competition
#1 – Red Bull
Increasing from 2011 to 2012, Red Bull leads with 44.60% of the market. (“Brand Share”)
History 1984- founded in Austria
1993-selling over 35 million cans per year
1997-spread to the US
Product Mix Red Bull Cola, Red Bull Energy Drink, Red Bull Energy Shots, Red Bull Sugar Free
Tag Lines “Red Bull Give You Wings”
Sponsorships Owns a Formula 1 racing car, hosts a cliff diving event, and owns a US Major League
Soccer team, now known as Red Bull New York
Distribution 160 Countries
Annual Sales 488 Million
Price per Unit $1.99-2.25
(“Red Bull GmbH: Description”, “Red Bull GmbH: History”, “Red Bull GmbH: Products and
Operations”)
In 2012, Red Bull spent about $37.5 Million on advertising, using a variety of network television,
cable television, syndication, and US International displays. (TNS Media Intelligence)
US
International
Display,
$567,700
Syndication, Network TV,
$9,794,500 $11,152,000
Cable TV,
$16,060,900
(TNS Media Intelligence)
Red Bull is known for their cartoon style commercials that visually embody their slogan, “Red
Bull Gives You Wings”, by having their cartoon characters grow a pair of wings to get them out
of sticky situations. Aside from their commercials featuring cartoons, Red Bull gears advertising
towards extreme sports, everything from skydiving to motocross. Red Bull sponsors many
athletes and sporting events, even creating their own events such as The Red Bull Air Race to
promote their brand. (“All Sports”) Red Bull even publishes their own magazine called “The Red
Bulletin” which is globally distributed and published each month in four languages – English,
German, Spanish and French. (“The Red Bulletin”) Red Bull utilizes social media by having both
a Facebook and Twitter account.
4

6. #2 – Monster
In 2012, Monster controls 29.20% of the market, increasing from 27.50% in 2011. (“Brand
Share”)
History 2002-launched by Hansen Natural Corporation
2006-distribution agreement with Anheuser Busch
2008-distribution agreement with Coca Cola
Product Mix Monster Energy, Java Monster, Nitrous, X-presso, Rehab (multiple flavors of each)
Tag Lines “Unleash the Beast”
Sponsorships Sponsors sporting events such as motocross, BMX, and skate boarding, endorses big
names such as Slash, Rob Dyrdek, and Rick Thorn
Distribution 61 Countries
Annual Sales 320 Million
Price per Unit $1.80-2.09
(“Monster Energy”)
In 2012, Monster allocated $3,600 in advertising spending to US International display. (TNS
Media Intelligence)
Monster is very active in promotional events and social media outlets. Monster sponsors many
athletes and events across the sport world, from Drag Racing, to BMX, to Professional Bull
Riding, and so on. They even sponsor bands and feature them in commercials. They have
promotional events to win free Monster Energy gear, a Resident Evil 6 National College
Contest, and even a 1963 Cadillac Coupe de Ville. (“Promotions”) Monster is active on
Facebook, Twitter, Youtube, Google +, Pinterest, and Instagram.
#3 – Rockstar
Rockstar is 3rd in the market with 12.80% of the market in 2012. (“Brand Share”)
History 2001-founded and based in Las Vegas
2009-became available in 20 countries
Product Mix 21 flavors including: Original, Sugar Free, Punched, Recovery, Coconut Water, Relax,
and ICED
Tag Lines “Party like a Rockstar”
Sponsorships Sponsors extreme sports including surfing, wake- boarding, and Pro Bull Riding
Distribution 28 Countries
Annual Sales 140 Million
Price per Unit $2.00-3.00
(“About Rockstar”)
5

7. In 2012, Rockstar allocated $0.66 Million on advertising spendings to network TV, cable TV,
magazines, and a miniscule amount to US International displays. (TNS Media Intelligence)
Network TV,
$25,600
US
International
Display,
$200 Cable TV,
$10,100
Magazine,
$622,200
(TNS Media Intelligence)
Rockstar’s commercials feature “head-banging” music and/or musicians to go with their “Party
Like a Rockstar” theme that helps get people going. Print ads attempt to promote the brand
through sexual appeal by having their Rockstar Models appear in ads, even promoting a
Rockstar Model calendar. Athletes and sponsored events are mainly for sports such as
NASCAR, BMX, snowboarding, wakeboarding, and many more. Rockstar has social media
accounts through Facebook, Twitter, and Youtube. (“Sports”)
#4 – AMP Energy
Decreasing from 6.80% in 2011, AMP Energy controls 5.10% of the market. (“Brand Share”)
History 2001-produced by Pepsi Co.
2009-became known as AMP Energy
Product Mix Original, Sugar Free, Overdrive, Elevate, Traction, Green Tea, Lightning, Sugar Free
Lightning, also a variety of juices and gums
Tag Lines “AMP Yourself”
Sponsorships Sponsors NASCAR Sprint Cup Series driver Dale Earnhardt Jr., AMP Energy 500 (Juice),
World Extreme Cagefighting, The Burton US Open Snowboarding Championships, and
The Zac Brown Band
Distribution US and Canada
Annual Sales 56 Million
Price per Unit $1.49-1.99
(“Brand”, “Products”, “Athletes”)
AMP Energy spent the majority of about $0.8 million on magazines for advertising spending in
2012. Advertising expenditures for AMP Energy exceed both the Monster and Rockstar brands,
but nowhere near the amount Red Bull spends. AMP Energy focuses the majority of advertising
on magazine print ads and offers the least expensive product among the brands. (TNS Media
Intelligence)
Red Bull has the largest global distribution while AMP Energy only reaches the US and Canada.
Monster, Rockstar, and AMP Energy offer a large variety of flavors, while Red Bull only offers a
select few. All brands sponsor a large number of sporting events and athletes, promoting an
energetic lifestyle.
6

8. AMP Energy’s Current Positioning
Jeff Filiberto, the Senior Brand Manager for AMP energy, states that “our brand is all about
dialing into the thrill of anticipation. That moment before the big event where you are thinking
about the great time that you are going to have. That is the best kind of energy, and that is what
AMP epitomizes.” (“Interview With Jeff Filiberto, Senior Brand Manager, AMP Energy”)
AMP Energy’s Promotions
Tagline and Logo
AMP Energy’s taglines include “AMP Up or Screw Up”, “AMP
Yourself”, and “AMP Your World”.
Print Ads
This print ad features Hannah Teter, professional snowboarder, getting a
boost of electricity on the mountain using AMP Energy’s Relaunch.
(Anderson)
Online Banner Ads
This online banner features the AMP Energy Sweepstakes
where you enter for a chance to win an Xbox 360 Sports
Package. (“Amp Energy Ads”)
Outdoor Displays
The Human Energy Campaign in 2008 featured a live billboard
in NYC of a bike rider fueled by AMP Energy Drink, powering
the billboard’s lights by riding a stationary bike hooked up to a
generator. (“Energy Billboard Outside Advert”)
Social Media
AMP Energy has both Facebook and Twitter accounts where they
promote various contests and mobile apps. (“AMP Energy”)
7

9. In-store Distribution
The HEB located in College Station, TX represents an example of
how grocery retail outlets provide very limited shelf-space for
lower named brands such AMP Energy.
TV and Commercial Ads
www.youtube.com/watch?v=fmChK1bMdr8
The theme for the 2008 Superbowl AMP Energy ad is to “AMP Yourself”. The truck driver who
attaches jumper cables to himself to jumpstart a car after drinking AMP Energy represents the
electrifying boost of energy you receive once consuming the drink. (“Super Bowl 2008”)
www.youtube.com/watch?v=8cD17gjZYew
The theme of this commercial is to “manage your energy”. This commercial is targeted toward
the average working man who needs AMP Energy to stay productive throughout everyday
tasks. (“Rethink Energy”)
Radio
www.youtube.com/watch?v=pWfXInYXYmo
This radio spot describes how AMP Energy can give you the raw energy of a rock singer with
the control and focus of a surgeon.
Sponsorships
● NASCAR Sprint Cup Series driver, Dale Earnhardt Jr.
● AMP Energy 500 (Juice)
● World Extreme Cagefighting
● The Burton US Open Snowboarding Championships
● The Zac Brown Band
(“Athletes”)
Events
AMP Energy’s “Human Energy Campaign” was a highlighted event for the Fox Pregame Show.
Cyclists were hooked up to generators and given AMP Energy, where they then biked for three
days, building up enough electricity to power 30 minutes of airtime. (“Energy Billboard Outdoor
Advert”)
Website
www.ampenergy.com
The AMP Energy website is well-organized with straightforward tabs to information about the
brand, the products, their sponsored athletes, and updated news. (“Brand”)
8

10. SWOT Analysis
Below is an analysis of the positive and negative aspects of the AMP Energy brand, as well as
exterior factors within the industry that can either lead toward growth or propose major
obstacles that the company potentially faces.
Strengths Weakness
● Costs less than competitors ● Decreasing Market Share
● Has a large product mix ● Only sold in the US and Canada
● One of the top 5 companies in a closed ● Little variety in advertising compared
market to Redbull and Rockstar
● Advertises and sponsors the same
way competitors do
● In-store retail space limited
Opportunities Threats
● Ability to differentiate themselves from ● Unemployment rate in the economy
an industry of brands that all focus on ● Subpoenas against the industry
the same target market, advertising to ● Health concerns about energy drink
the extreme sports lifestyle using similar consumption
techniques.
Industry Summary
AMP Energy coexists within a market that relies heavily on its top market share. As far as
reaching its target market, advertising is geared mainly toward the high energy lifestyle favored
among athletes. In order for AMP Energy to increase consumer awareness, they would need to
drastically differentiate themselves away from the typical ad campaigns, and reach a more
“everyday” audience.
9

11. Target Market Identification
Primary Target Market
Our primary target market is 18-24 year-old males. A survey in Mintel regarding the usage of
energy drinks shows that 19% of men in the United States consume energy drinks, while
women only consume 11%. The same survey also shows how the 18-24 age group drinks a
higher percentage of energy drinks compared to the older demographics (“Nonalcoholic
Beverages”). 18-24 year olds consume energy drinks on account of price, being available cold,
being available in desired size, and choice of flavor. Consumers of this age category are going
to be more interested in high amounts of caffeine, in-store displays and marketing through
social media, and will be less inclined to consider all-natural energy drinks when compared to
an older demographic (“Factors Influencing”).
The map above includes the top 10 cities in the United States with the greatest potential of
reaching 18-24 year-old males. Because the population indexes were not differentiated enough
between the 25 largest U.S. cities, the cities with the greatest amount of males were based on
the top ten cities with the largest populations overall. (See Appendix II)
College Students
According to the United States census, about 6.19 million males, ages 18-24, attend college
institutions (“Sex by College”). In reference to energy drink consumption among college
students, 67% claimed that they use energy drinks to prevent falling asleep, 65% use them to
increase energy, and 54% mix their energy drinks with alcohol (“Energy Drinks”).
Students who are currently enrolled in college structure their days around school, work, and
socializing with other students. On a typical 24-hour day, college students will spend about 6.25
hours sleeping, 4.55 hours at school, 3.34 hours working (if employed), and 3.14 hours online;
the rest of their day is spent on leisure activities within a social realm (“Executive Summary”,
2011)
College student’s top three leisure activities include hanging out with friends (no specific
activity), eating out , and playing sports or exercising. (“Frequency of Leisure Activities”) College
students find that spending time with their significant other, time with family and time with friends
are very important priorities. (“Social Dynamics”)
10

12. Secondary Target Market
Our secondary target market consists of 25-34 year old males, specifically fathers with jobs.
Adults who have children consume, on average, more energy drinks than those without
children, using them as a helpful resource to balance both work and raising a family without
losing energy. (“The Energy Drinks Consumer”)
In 2010, 81.4% of men who have children were employed full-time spend. (“Work Status”)
Fathers are more likely to consume energy drinks since they are sold in individual containers
and on account of their older children also being potential consumers. (“Non-alcoholic
Beverages: The Consumer”)
Men with young families structure their days around work, and devote the rest of the time to
their wife and children. Family traditions, spending quality time with the family, and playing video
games with their children are some of the most important interests for young fathers (“Family
Time”).
Their personal interests include retail items such as clothing, DVDs, and power tools (“Ideal
Father’s Day Gift”). Fathers often engage in downloading music, watching TV and movies, and
attending live sports and entertainment events (“Dad’s Online Activity”).
In an effort to become more involved in their children’s activities, young fathers will take on
leadership positions in:
 Scout troops
 Sports teams
 PTA meetings
 School clubs
 Extracurricular clubs
(“Family Time”)
Now that they are raising young children, worldly issues such as the economy, education,
healthcare, and drug abuse are among the major concerns fathers consider. They are easily
persuaded by marketing efforts that offer “getaways”, family togetherness, and deals for family
meals (“Parenting Concerns”).
Campaign Objectives
Our objectives for AMP Energy are as follows:
 To increase AMP Energy’s awareness by 15% among 18-24 year-old male college
students
 To increase AMP Energy’s awareness by 10% among 25-34 year-old fathers
11

13. Target Market Analysis
Primary Research
In order to solve our objectives, we conducted a series of primary research techniques. The
purpose of our primary research is to collect original data to understand our target market’s
opinions, attitudes, and buying behavior when it comes to AMP Energy and energy drinks in
general.
Primary Target Market Data Collection
Surveys were conducted as our primary research technique and distributed amongst 18-24 year
old male college students. We chose to administer online surveys as a way to quickly reach a
large amount of respondents and gain meaningful and accurate insights into the relationships in
question. (See Appendix III)
The survey was conducted on Qualtrics, giving respondents about five days to complete the
questionnaire. The survey was administered to 52 college students across the country, varying
in age, major, occupation, and progression in college. The questionnaire included topics
covering demographics, energy drinks, AMP Energy, and advertising. A variety of techniques
were used to construct our questionnaire including both measurement and projective questions.
Word association was implemented to gain respondent’s original insight on both the AMP
Energy brand as well as energy drinks in general. Open ended questions gave participants of
the survey an opportunity to explain, in depth, their emotional response to certain questions.
Constant sum scaling, as well as both nominal and ratio measurements, were used to address
topics such as demographics, price, and daily use of time.
Our quantitative data revealed that our primary target market desires an energy boost before
and after class. However, the respondents who do consume energy drinks feel more inclined to
drink them during specific occasions such as pulling all-nighters to study for exams. These
respondents do not take advantage of energy drinks at the times of the day when they claim to
need the energy the most.
Respondents are very much aware, and agree that energy drinks are not healthy to consume.
They have many negative connotations with energy drinks such as containing artificial
ingredients, causing frequent crashes, caffeine addiction, and jitteriness. Though they
understand these risks, over half of the respondents ignore them and look to benefit from the
energy boost.
Respondents purchase energy drinks based off of brand recognition, with Red Bull and Monster
grabbing the most attention through their own advertising methods. AMP Energy has not
positioned their brand to give our target market reason enough to consider purchasing.
Respondents agree that there is “nothing special” about the brand logo or its advertisements. In
addition, they also had a hard time relating to the ads, feeling they were unrealistic and
designed to appeal more toward the extremist lifestyle.
The perceptions our target market has toward the typical energy drinker labels them as young
males who are not necessarily health conscious. They also perceive them as either hardworking
“nerds”, such as engineers or gamers, or partiers who prioritize appearance and social
hierarchy and spend time doing unbeneficial activities. Interestingly, many respondents spend
the majority of their free time watching television and playing video and computer games; they
may not classify themselves as “gamers”, but they do frequently participate in such activities.
12

14. Secondary Target Market Data Collection
In-depth interviews were conducted as our qualitative research technique for our secondary
target market consisting of young fathers aged 25-34. Due to a lack of adequate candidates
within the area, phone interviews were performed to allow for free-flowing conversation between
the interviewer and the respondent about the energy drink topic. (See Appendix IV)
The interview process included six male participants who balance their work life and spending
time with their families. Included within the interview script were questions pertaining to
demographics, a thematic apperception technique, and open-ended questions. Interviews were
setup to where each respondent was emailed a picture relating to energy drinks and asked to
give a detailed description as to what was happening in the picture. The open-ended questions
also gave insight into participant’s daily lives and interactions with energy drinks.
Our findings indicate that these young fathers do desire an energy boost throughout their day,
though specific times of the day were inconclusive. Five out of six of our participants claimed
that they occasionally consume energy drinks; however, coffee is the main alternative of choice.
They express that the main reason they consume energy drinks is if they need to stay awake.
When asked about the man in the picture, respondents described him as a young professional
just entering the workforce. They believed he was living as a bachelor who spent his free time
participating in a variety of sporting activities such as skating, rock climbing, and football. His
interests also involved gaming and participating in a fantasy football league. Our findings
suggest that our respondents see the man in the picture as a younger version of themselves, at
a time when they didn’t have as many responsibilities.
Summary of Primary Research Findings
The survey and in-depth interviews showed that both college males and young fathers are in
need of an energy boost throughout the day but don’t actively search for an energy source.
Those who do search for energy don’t always reach for energy drinks and those who do, don’t
choose AMP Energy. Our research confirmed our choice in college males and young fathers as
being suitable target markets for AMP Energy since they both need energy but neither group
has AMP Energy as a top-of-the-mind choice.
13

15. Why Are We Advertising?
AMP Energy is not a top-of-mind energy drink
option when it comes to male consumers who need
the effects of energy drinks to stay awake through
long days of school, work, or family life. Advertising
is needed to reposition the brand amongst our
target market and to raise both awareness and
consideration among these male consumers.
Whom Are We Talking To?
Our primary target market is
What Is The Single Most males, aged 18-24, who are
Persuasive Idea We Can currently enrolled in college. Our
Convey? secondary market is young
fathers, aged 25-34, who balance
AMP Energy is not for the hardcore their work and family lives.
athlete or the crazy partier, but is
instead made specifically for the Many do not purchase
hardworking male college student or energy drinks when
young father who needs to balance energy is most needed,
school, work, or family life. and those who do,
choose other brands
over AMP Energy.
What Would We Like Them What Do They Currently Think?
To Think? The High Five 18-24 year olds:
18-24 year olds: Creative Brief: “I don’t want to be like those dumb high
“Energy drinks are what I need to stay school and college kids who party all the
AMP Energy
alert and focused when I’m in class, when time chugging energy drinks because they
I’m studying, and when I’m destroying my think they’re so cool. It’s fake, unhealthy
friends at an online game. AMP Energy has and disgusting. AMP Energy? Oh that’s
the perfect amount of energy allowing me to just some brand of energy drinks…
fulfill all my responsibilities while still having nothing special.”
the energy for the things I enjoy.”
25-34 year olds:
“Energy drinks? I drink them
25-34 year olds:
sometimes, if I need to stay awake,
“After a long day of work and having
but not as much as I used to. Coffee
to hassle with my kids, an energy
is good enough for me, if it gets me
drink keeps me going. I have the
up in the morning and keeps me
same energy now as I had before
awake through a hectic day.”
kids; nice to see I haven’t lost Why Should They Believe It?
my step! AMP Energy
understands my need to AMP Energy is made for you. AMP
balance anything life Energy helps get you through your daily
throws at me.” life, no matter how hectic it may be.
14

16. Campaign Idea Brainstorm
Idea Generation Process #1
First brainstorming session: October 17, 2012, 7:00 p.m. to 9:00 p.m., West Campus Library.
Goal Statement
What could we say to our target markets that would make them relate AMP Energy to balancing
the different responsibilities they would have in their own lives?
Brainstorming Techniques
The techniques used in this session included word association and mind mapping. For the word
association technique, we used the idea of “balance” from our creative brief to generate themes
that answered our goal statement. In our creative brief, we stated that we wanted our target
markets to think AMP Energy would help them remain alert and focused while balancing their
own individual responsibilities, whether school, work or family. From the word “balance”, each
team member came up with their own themes and slogans for the product. We then
collaborated all of our individual ideas using the mind mapping technique. With “balance” as our
starting point on the map we connected other related topics such as, who needed “balance” in
our campaign, what their interests and hobbies were, and words that could be associated with
the idea of balance as it pertains to energy drinks.
Idea Generation Process #2
Second brainstorming session: October 21, 2012, 5:15 p.m. to 6:15 p.m., West Campus Library.
Goal Statement
Without words, how can we explain the self-image we want our target markets to have of
themselves as consumers of AMP Energy?
Brainstorming Techniques
The main technique used in this session was a visualization exercise, where each team
sketched at least five ideas for print ads or commercials that could easily tie into a campaign
theme for our product. Some sketches that were generated depicted ideas such as
superheroes, busy yet happy fathers, and friends playing video games. The main theme in all of
the sketches was that of a confident, happy man with a busy life. We discussed each of our
drawings, justifying how they followed our goal statement. As a group, we then created more
campaign themes focused on the idea that because consumers are only human, they need that
extra boost of energy to power up and complete all their daily tasks, much like a superhero.
(See the 100+ Campaign Themes on Appendix V)
Top Two Campaign Themes
The “Put It Back Into Balance” theme will be our main campaign idea for AMP Energy.
Execution of visuals will be focused on presenting the target markets with the idea that no
matter how many responsibilities they have in their life, AMP Energy will help them balance their
day by keeping them alert and focused. Our backup idea will be the “It’s Not a Game, It’s Real
Life. Take Control.” theme. Advertising implications for this theme will be focused on the idea
that games don’t have energy deficiencies, whereas energy can pose as a real-life constraint.
15

17. AMP Energy Client Report
Campaign Objectives
 To increase AMP Energy’s awareness by 15% among 18-24 year-old male college
students.
 To increase AMP Energy’s awareness by 10% among 25-34 year-old fathers.
Key Research Findings
 AMP Energy is ranked fourth in market share with 5.1%. While the energy drink industry
is expected to grow as a whole, AMP Energy has decreased in market share from 6.8%
in 2011.
 Top energy drink companies, including AMP Energy, focus advertising on high-energy
lifestyles and sport extremists, with teens and adults in their 20’s as their target market.
Advertising spending and sponsorships are invested solely in sporting events such as
BMX and snowboarding.
 In a survey conducted about AMP Energy, respondents could not relate to current AMP
Energy ads, feeling they were unrealistic and designed to appeal only toward an
extremist’s lifestyle.
 18-24 year old males over indexed on the usage of energy drinks compared to other age
demographics. Male college students will consume energy drinks in order to pull all-
nighters for studying as well as to gain a quick energy boost before and after class.
o 18-24 year old males who responded to our survey are concerned with the health
risks pertaining to energy drinks, yet over half ignore the risks and look to benefit
from the energy boost.
 On average, adults who have children consume more energy drinks than those without,
using them as a helpful resource to balance both work and raising a family without losing
energy. Through in-depth interviews, we indicated that 25-34 year old working fathers
are becoming increasingly more involved in their children’s extracurricular activities;
between that and having to work, these young fathers greatly desire that energy boost to
get through their busy days.
o Our findings suggest that this target market views the typical energy drink
consumer as younger versions of themselves, back when they had less
responsibilities and more energy to take part in activities that peaked their
interest.
 Both target markets expressed a need to stay alert and focused throughout the day
while they try to balance all of the responsibilities and activities they take on.
Platform Statement
AMP Energy is not a top-of-mind choice within the energy drink industry, with its small market
share and lack of effort to differentiate itself from an advertising standpoint. In order to reach our
objectives, we propose that AMP Energy focus advertising efforts away from extreme sports,
and instead, reach out to young men who simply need the extra boost of energy to complete
everyday responsibilities.
16

18. Idea Pitch Debriefing
Our presentation yielded quite a few comments from our clients today. The main point that was
gleaned from the presentation was that the idea of a mascot in the form of Dan the Balance
man was a very strong idea and could possibly be quite the strength in our campaign. The
overall reaction to both campaigns was strong with Ms. Tina showing a strong favorite in the
balance related theme. Whereas Mr. Hammond vaguely suggested that we attempt both
campaigns. I think our focus will be mostly directed to the balance related theme.
We are only planning on making one small change to our campaign due to comments given
today. Dan the Balance Man may have a LinkedIn profile now as well as the other social media
interfaces we had already planned for him. Ms. Tina even suggested that in the future the idea
of Dan the Balance man could be expanded to include the female demographic and she said
she as a woman would even be interested in receiving a daily tip from “The Balance Man” on
how to balance her life. Other than that, no changes to either theme were really suggested.
The two big suggestions/critiques we did receive were actually directed at our presentation skills
and not at the presentation itself. Due to the nature of the comments and critiques being
presentation skills related we are continuing our approach to the campaign themes as we were
prior to the pitch. No major changes are being made.
17

19. Final Campaign Strategy + Execution
Campaign Strategy
“Balance Your Life” Campaign
The “Balance Your Life” campaign for AMP Energy is an attempt to break away from the norm
when it comes to advertising for energy drinks. Instead of showcasing AMP Energy as the drink
for extreme athletes, our campaign will be used as a resource to help ordinary men from 18-34
years of age get the extra energy and focus needed to balance all the responsibilities they might
come across in their lives.
“The Balance Man” is the central focus of our overall campaign. He is based off of Leonardo da
Vinci’s “Vitruvian Man”, which represents a specimen of perfect proportions, perfect balance, the
perfect man. Our campaign presents the idea that AMP Energy provides a sense of balance in
one’s life, giving consumers that extra boost of energy and focus to manage individual
responsibilities while still having the energy to enjoy personal activities. Our campaign comes to
life by creating a spokesperson for AMP Energy.
Dan “Balance” Jones, or Dan B. Jones for short, is “The Balance Man”. He’s an average-looking
man, about 25 years old, who gives advice to both college students and young fathers on how
to handle tasks throughout the day that can wear them down. Dan B. Jones gives advice on
studying for finals, facing problems at work, finding time for personal activities, taking care of
family matters, and so on. Seasonal variation can cover topics about specific holidays or annual
events. For example, Dan B. Jones can give advice on Christmas shopping with rambunctious
kids or how to prepare your house for the ultimate Super Bowl party, with AMP Energy giving
consumers the boost to get everything done.
We want Dan B. Jones to come across to our target market as a man who’s trustworthy, in that,
they will take his advice, and relatable, in that, he also has to find ways to balance a busy
schedule without getting worn down. In order for Dan B. Jones to come across as a regular guy
with regular guy problems, we do not recommend a celebrity spokesperson, but instead an
unknown actor who can personify this fictional identity.
Media Executions
Each execution of media will feature Dan B. Jones and include the tagline, “Balance Your Life”
to reinforce the idea of balance created when drinking AMP Energy.
Internet + Social Media Execution
The main method of advertising for AMP Energy’s “Balance Your Life” campaign will be the use
of video-blogging and social media. Dan B. Jones will run a web series of short video-blogs that
will be posted on the AMP Energy website (see PowerPoint). Each video will feature an
introduction clip, showing a cartoon-version of Dan B. Jones becoming “The Balance Man” after
drinking AMP Energy.
18

20. The real Dan B. Jones will then give weekly advice on various topics pertaining to school, work,
family, house work, or anything he himself might be dealing with. Advice will be more relevant to
the 18-34 male demographic, but some advice may be general enough to eventually reach an
older demographic, and even women.
On the website will be links to Dan B. Jones’s Facebook, Twitter and mobile app, where he will
also give advice and even answer questions from followers who have specific problems (see
slides 5-7).
Dan B. Jones will consistently reference drinking AMP Energy as his own source of energy to
balance life’s many tasks and responsibilities. This consistent branding will help build product
awareness and consideration among both key target markets.
Banner ads will be used as a quick reminder of “The Balance Man” and will be a link leading to
the website.
19

21. Television Execution
Commercials will be short teasers of the video-blogs, giving viewers an introduction of the
problem and a hint of the solution. But before the advice is complete, the video will cut away
and tell viewers to visit the website to “see more”. This will increase web traffic and also
decrease commercial expenses, since they won’t be as lengthy as a whole video-blog. While
these commercials may not directly encompass our overall theme, they will spark viewer
curiosity to visit the website that will potentially increase an online following in internet and social
media.
Print Execution
Print ads will be shown in business, student, and general male magazines such as Men’s
Health, Sports Illustrated, Time, and GQ (see slide 8).
Billboards and bus ads will be located in the top ten market cities, which include Chicago, New
York, Los Angeles, Dallas, Houston, Philadelphia, Washington D.C., Atlanta, Boston, and
Phoenix (see slides 9 and 10).
20

22. Product Placement
Our research showed that both target markets have top interest in playing video games as a
personal activity. Therefore, in-game advertising will consist of an AMP Energy billboard
featured during regular game play for popular games among the male demographic such as
Halo, Call of Duty, Grand Theft Auto, and Borderlands (see slide 12). Dan B. Jones could have
a caption on the in-game billboard, giving quick advice on winning a level; or the billboard can
feature the AMP Energy website, increasing traffic flow.
Banner ads, print ads, billboard and bus ads will feature both the real life and cartoon-version of
Dan B. Jones in order to reinforce the relationship between the two (see slide 11 for banner ad).
The cartoon version of Dan B. Jones will also be featured on the social media sites to create a
cohesive look between all forms of media.
21

23. Media Planning + Execution
Media Objectives
1. To reach 90% of 18-24 year old college males 5 times a week.
2. To reach 80% of 25-34 year old young fathers 5 times a week.
Media Recommendations
Media Usage for 18-34 year old Males
18-25 year old Males 25-34 year old Males
Index (18-25 only) Frequency Frequency
Television 79 2 hrs, 21 mins per day 2 hrs, 20 mins per day
Internet 126 6 hrs, 56 mins per day 11 mins per day
Online Television 109 35 mins per day
Magazine 79 13 min per day
Newspaper 77 17 minutes per day
Cinema 123 2 movies per month
Public Transportation 167 1 hr, 22 mins per day
Video Games 17 mins per day
Source (18-25): Simmons Choice 3
Source (25-34): American Time Use: Who Spends How Long at What. 2nd ed, New Strategist Publications, 2010. Print.
Dan B. Jones
We wanted whoever was used as our “spokesperson” for AMP Energy to be completely
relatable to our target markets. We chose not to use a celebrity for the Dan B. Jones role
because our target market would find those ads as relatable as the other energy drink
brands who focus on that extremist lifestyle we discussed in our key findings. In addition, by
using celebrities, it would be a difficult to try and label them as “Dan B. Jones” when they
are most known by their actual famous name. Finding an unknown, regular-looking actor
will help create this new identity that can only be linked to AMP Energy.
Internet + Social Media
The main media used for AMP Energy will be utilized through online and social media outlets.
Dan B. Jones will post his weekly video blogs on the AMP Energy website and on his personal
Facebook and Twitter accounts as well. As the table above shows, 18-25 year old males use
the Internet just under 7 hours per day and also have one of the higher indexes across
mediums. For 18-25 year old college students, this Internet usage goes towards school work,
browsing through search engines, and social media use. While 25-34 year old males use the
Internet outside of work much less than 18-25 year old males, their time online is used a greatly
to check and update their social media accounts. Online banner ads will help direct traffic to the
AMP Energy website for online use outside of social media.
22

24. Commercial Execution
Both target markets watch, on average, about 2 and a half hours of television per day. Our quick
teaser commercials can be featured on both television mediums in order to reach both target
markets. Commercials will be short, half-blogs from Dan B. Jones that ultimately tell viewers to
visit the website to learn more about the advice topic. With the commercials being so quick, not
even lasting 30 seconds, it will end up costing less to produce than a normal length commercial,
and it will direct traffic flow toward the website, which is one of our most important mediums for
Internet.
Print Execution
Because 18-25 year old males only spend 13 minutes a day reading magazines, print ads in
magazines will only be used in seasonal variance to increase awareness during peak
advertising for other mediums. According to the Newspaper Association of America, 18-34 year
old adults have the lowest percentage of readership across all forms of publication including
Print, E-Edition, and Website. (Newspaper Readership & Audience by Age and Gender) It is
with this information that we can justify not using newspapers as a source of media. Outdoor
advertising will be utilized however. 18-25 year old males spend about an hour and a half on
public transportation per day, with a very high index of 167. Innovative bus ads will generate
interest for both AMP Energy and Dan B. Jones, and having billboard ads can also reach bus
patrons as well as 25-34 year old males who commute to work.
Product Placement
Based on our secondary research about personal activities among 18-25 year old males and
25-34 year old males, both target markets expressed playing video games as a common
interest. Therefore, product placement of AMP Energy within video games can further reach
both college students and young fathers. The product placement will be done as a subtle
advertisement in the game’s environments where billboards or advertisement already exist. This
subtle advertising will both consciously and subconsciously get the gamers’ attention and
should increase awareness of AMP Energy to gamers.
23

25. Media Budget
We have estimated a budget of about $30 Million for the year. The following chart shows the
percentage of media that will be used:
Internet + Social Media
Most of the internet advertising that will be utilized is going to be little to no cost to us since
the websites that we will be using are free to users. A Facebook page and Twitter account
have been created for “Dan the Balance Man” so that he may spread the good word of AMP
energy to followers, with no cost. A video blog page will be added to the AMP energy
website for Dan which will not be adding to the cost of the website and will have minimal
costs for production. The only internet type advertising that will cost anything will be banner
ads on websites. $52,500 will be spent in order to run exclusive banner ads for 6 months
on 15 select websites. In the end less than one percent of funding will be spent on internet
advertising
Television
Our largest area of spending will be on television commercials. Based off of Red Bull
AdSpender data and taking decreased TV focus into account an estimated $20,000,000 will
be spent on television commercials which represents 67% of our funding.
Print
Print advertising, though much smaller than television advertising, is the second largest
portion of spending for advertising. Our print ads will be featured in four different
magazines which include: Men’s Health, Sports Illustrated, Time, and GQ. $1,050,000 is
the cost for running an ad for 6 months in Men’s Health magazine. Sports Illustrated will
cost us $1,428,000 for running ads for a 6 month period. Time magazine is the priciest in
the list with $1,920,600 for 6 months of an ad. GQ is the least expensive running us
$963,846 for a 6 month runtime. Print advertising will take 18% of our funding.
24

26. Billboards and bus ads are the final two forms of advertising that we will use as a means of
spreading word to the public. With a cost of $5,500 per bus per month, we calculated a final
price of $2,640,000 which includes 4 buses per city of our top ten for a total of 12
months. Billboards will cost us $2,000,000 for billboards in each of our top ten cities for a
year. Bus ads will take 9% of funding and billboards will require 7% of funding.
Product Placement
In-game advertising is a cheap and effective way to reach out to our target market based on
the fact that in our survey a large majority of respondents claimed that gaming is one of
their favorite down time activities. We will use an estimated $59,400 in order to display
AMP in games such as Call of Duty and Halo 4. This estimate is based off of previous Call
of Duty and Halo sales which averaged $6 CPM.
Media Schedule
Our campaign will begin in February 2013 during the Super Bowl, lasting till January. The
different media used during the campaign will be set at slightly different schedules but will
feature similarities.
In many sources of media we will be observing different holidays, celebrations, and time
periods, these will include:
 The Super Bowl
 Valentines Day
 Father’s Day
 Independence Day
 Halloween
 Thanksgiving
 Black Friday
 Christmas
 New Years
25

27. Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Internet + Social Media
Video Blog
Website
Facebook
Twitter
Banner Ads
Television
Commercials
Print
Magazines
Men's Health
Sports Illustrated
Time
GQ
Public Transportations
Billboards
Bus Ads
Internet + Social Media
Video blogs, the AMP Energy website, Facebook, and Twitter will be used all year long on a
continuous basis. The video blog will post weekly onto the website, Facebook and Twitter.
Facebook and Twitter will be updated once to multiple times a day with quick advice from Dan.
All posts including the blog, Facebook and Twitter, will be based on current events, such as the
holidays, the elections, and school starting.
Banner ads will be on a pulsing schedule where it will always have constant usage but will
increase during the time periods listed above. This will increase awareness during the peak
times.
Television
We will be showing our commercials throughout the year while emphasizing the selected time
periods. Since our target market watches television, this is the best way to increase awareness
of the video blog.
Print
Magazine ads will only be placed during the selected times since our target market does not
read many magazines and believe these peak times will be the best time to implement them.
Bus ads and billboards will be used all year long since it is an easy way to reach our target
market and is fairly inexpensive.
26

28. Campaign Evaluation
Is it effective?
In order to track the effectiveness of our campaign, we recommend a few different
measurements. Measuring online traffic in its various forms will help demonstrate the
success produced by the different online mediums. Specifically, look at how many friends
Dan makes on Facebook, how many followers he has on Twitter, how many views there are
of the various video blogs, and also the click-thru rates on the banner ads. Tracking general
sales will help to validate the increase in awareness. And finally, a survey of consumer’s
awareness within the target market should be taken prior to the campaign during its initial
stages as well as near the conclusion of the campaign to serve as comparison points and to
help display the change in awareness due to the campaign.
Why it will be effective?
Our campaign seeks to increase awareness of AMP Energy based on a few specific
characteristics. First, this campaign will help differentiate the brand from the competition.
The current marketing strategy within the energy drink industry focuses on the adrenaline-
chasing personalities of extremist lifestyles, frequently sponsoring an extreme sport or
professional athlete. Second, our campaign uses a more direct source of communication
through internet and social media compared to current efforts of AMP Energy, which relies
heavily on television commercials. Research showed that our target markets were heavy
Internet users, and our plan is to target them through their medium-of-choice to help
increase communication and awareness of the brand. Finally, the new identity of AMP
Energy, Dan “The Balance Man” Jones, resonates well with our target audience by having a
relatable lifestyle. Our target market could not relate to extremist lifestyle focused in other
energy drink ads, so we have created someone who is an average guy, with average
problems. With the help of AMP Energy, Dan is able to put his life back into balance, a trait
our target market not only wants, but needs.
27

29. Work Cited
“2012 U.S. National Edition Rates”. Time Media Kit. 28 Feb 2012. Time Inc. 28 Nov 2012. Web.
<http://www.timemediakit.com/us/rates-specs/national.html>.
“About Rockstar.” Rockstar Energy Drink. Web. 12 Sept. 2012.
<www.rockstar.com/company.php>.
“AMP Energy.” Facebook. Web. 12 Sept. 2012. <www.facebook.com/AMPEnergy>.
“AMP Energy ads.” Moat. Web. 12 Sept. 2012.
<http.www.moat.com/search/results?q=amp+energy>.
Anderson, Chuck. “Amp Energy Drink Ads.” Behance. 29 June 2012. Photograph. 12 Sept.
2012 <www.behance.net/gallery/Amp-Energy-Drink-Ads/4383333>.
“Athletes.” AMP Energy. Web. 12 Sept. 2012. <www.ampenergy.com>.
Belch and Belch. Advertising and Promotion: An Integrated Marketing Communication
Perspective. 9th ed, Custom Edition. McGraw-Hill Companies, Inc., 2011. Print.
“Brand.” AMP Energy. Web. 12 Sept. 2012. <www.ampenergy.com>.
“Bus Advertising and Bus Stop Advertising – Bus Ads in 200 Markets. Blue Line Media. 2012.
Blue Line Media. 28 Nov 2012. Web. <http://www.bluelinemedia.com/bus-
advertising#rates>.
“Energy Billboard Outdoor Advert for Amp by BBDO New York.” Coloribus: Creative Advertising
Archive. April 2008. Web. 12 Sept. 2012. <www.coloribus.com/adsarchive/outdoor/amp-
energy-billboard-11615455/>.
“Energy Drinks.” Innovations in Clinical Neuroscience. Jan. 2012; 9(1): 25-34. National Center
for Biotechnology Information. Web. 23 Sept. 2012.
“Energy Drinks and Energy Shots – US – June 2012: Brand Share – Energy Drinks.” (2012).
Mintel Reports. Web. 12 Sept. 2012.
“Energy Drinks and Energy Shots – US – June 2012: Executive Summary.” (2012). Mintel
Reports. Web. 12 Sept. 2012.
“Energy Drinks and Energy Shots – US – June 2012 – Factors Influencing Energy Drinks
Purchase Decisions.” (2012). Mintel Reports. Web. 22 Sept. 2012
“Energy Drinks and Energy Shots – US – June 2012: Issues in the Market.” (2012). Mintel
Reports. Web. 12 Sept. 2012.
“Energy Drinks and Energy Shots – US – June 2012: Market Drivers.” (2012). Mintel Reports.
Web. 12 Sept. 2012.
28

30. “Energy Drinks and Energy Shots – US – June 2012: Market Size and Forecast.” (2012). Mintel
Reports . Web. 12 Sept. 2012.
“Energy Drinks and Energy Shots – US – June 2012 – The Energy Drinks Consumer – Usage,
Frequency, and Brands.” (2012). Mintel Reports. Web. 22 Sept. 2012.
“From Hospitals to Rave Clubs.” edrinks.net. Web. 12 Sept. 2012. <www.edrinks.net/energy-
drinks/drink-history.aspx>.
“General Rates”. GQ. 2012. Condé Nast. 28 Nov 2012. Web.
<http://www.condenast.com/brands/gq/media-kit/print/rates>.
“Interview With Jeff Filiberto, Senior Brand Manager, AMP Energy”. IEG Sponsorship Report. 11
Jan. 2010. Web. 12 Sept. 2012.
<http://www.sponsorship.com/IEGSR/2010/01/11/Interview-With-Jeff-Filiberto,-Senior-
Brand-Manage.aspx>.
“Marketing to College Students – US – July 2011 – Executive Summary.” (2011). Mintel
Reports. Web. 22 Sept. 2012
“Marketing to College Students – US – July 2011 – Frequency of Leisure Activities.” (2011).
Mintel Reports. Web. 22 Sept. 2012.
“Marketing to Dads – US – March 2012 – Dad’s Online Activities.” (2012). Mintel Reports. Web.
22 Sept. 2012.
“Marketing to Dads – US – March 2012 – Family Time/Involvement/Technology.” (2012). Mintel
Reports. Web. 22 Sept. 2012.
“Marketing to Dads – US – March 2012 – Ideal Father’s Day Gift.” (2012). Mintel Reports. Web.
22 Sept. 2012.
“Marketing to Dads – US – March 2012 – Parenting Concerns.” (2012). Mintel Reports. Web. 22
Sept. 2012.
“Marketing to Dads – US – March 2012 – Working Status of Dads.” (2012). Mintel Reports.
Web. 22 Sept. 2012.
“Men’s Health – Magazine Advertising Costs”. For Entrepreneurs. 2012. Gaebler Ventures. 28
Nov 2012. Web. <http://www.gaebler.com/Men's+Health-magazine-advertising-
costs++29094>.
“Monster Energy: Products.” Monster Energy. Web. 12 Sept. 2012. <www.monsterenergy.com>.
“Newspaper Readership & Audience by Age and Gender.” Newspaper Association of America.
29 Aug. 2012. NAA. 27 Nov. 2012. <http://www.naa.org/Trends-and-
Numbers/Readership/Age-and-Gender.aspx>
“Non-alcoholic Beverages: The Consumer – US – March 2010 – The Consumer – Usage and
Frequency of Use.” (2010). Mintel Reports. Web. 23 Sept. 2012.
29

31. “Outdoor Advertising”. Lamar Advertising Company. 2012. Lamar Advertising Company.
28 Nov 2012. Web. <www.lamaroutdoor.com>.
“Products.” AMP Energy. Web. 12 Sept. 2012. <www.ampenergy.com>.
“Red Bull GmbH: Description.” Hoovers. Web. 12 Sept. 2012.
“Red Bull GmbH: History.” Hoovers. Web. 12 Sept. 2012.
“Red Bull GmbH: Products and Operations.” Hoovers. Web. 12 Sept. 2012.
“Rethink Energy with AMP Energy – YouTube.” YouTube. Web. 12 Sept. 2012.
<http:/www.youtube.com/watch?v=8cD17gjZYew>.
Schwartz, Nelson D. “New York State Investigates Energy Drink Makers.” The New York Times.
28 Aug. 2012. Web. 12 Sept. 2012.
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Years and Over.” (2011). American Fact Finder. U.S. Census Bureau. Web. 23 Sept.
2012.
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Reports. Web. 22 Sept. 2012.
“Super Bowl 2008 AMP Energy Drink Commercial – YouTube.” YouTube. Web. 12 Sept. 2012.
<http://www.youtube.com/watch?v=fmChK1bMdr8>.
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Retrieved from the Ad$pender database.
“Web Banner Advertising Rates”. Sidelines. 2012. Sidelines Magazine. 28 Nov 2012. Web.
<http://sidelinesnews.com/media-kit/web-banner-advertising-rates>.
30

32. Appendix I.
Total Proj Pct Pct
Index
'000 '000 Across Down
Total 225887 37773 16.7 100 100
Educ: Graduated College plus 60806 7865 12.9 20.8 77
Educ: Attended College 63023 12270 19.5 32.5 116
Educ: Graduated High School 69801 11069 15.9 29.3 95
Educ: Did not graduate High School 32257 6569 20.4 17.4 122
Educ: Postgraduate 20290 1804 8.9 4.8 53
Educ: No College 102058 17638 17.3 46.7 103
Age 18-24 28537 10756 37.7 28.5 225
Age 25-34 40349 10766 26.7 28.5 160
Age 35-44 42375 7937 18.7 21 112
Age 45-54 44155 4952 11.2 13.1 67
Age 55-64 33466 1831 5.5 4.8 33
Age 65+ 37006 1531 4.1 4.1 25
Adults 18-34 68885 21522 31.2 57 187
Adults 18-49 134084 32198 24 85.2 144
Adults 25-54 126879 23655 18.6 62.6 111
Men 18-34 34689 13460 38.8 35.6 232
Men 18-49 66843 20561 30.8 54.5 184
Men 25-54 62815 14895 23.7 39.4 142
Women 18-34 34196 8062 23.6 21.3 141
Women 18-49 67241 11637 17.3 30.8 103
Women 25-54 64064 8760 13.7 23.2 82
Occupation: Professional and related occupations 30311 4277 14.1 11.3 84
Occupation: Management, Business, Finance 21717 2882 13.3 7.6 79
Occupation: Sales and Office Occupations 33214 6831 20.6 18.1 123
Occupation: Natural Resources, Construction,
Maintenance 13444 3812 28.4 10.1 170
Occupation: Other Employed 39994 8856 21.1 23.4 132
HHI $150,000+ 23605 3657 15.5 9.7 93
HHI $75,000-149,999 64718 10284 15.9 27.2 95
HHI $60,000-74,999 24815 4517 18.2 12 109
HHI $50,000-59,999 18294 3193 16.9 8.5 101
HHI $40,000-49,999 20241 3364 16.6 8.9 99
HHI $30,000-39,999 21328 3743 17.5 9.9 105
(Belch and Belch)
31

33. Appendix II
US DMA Data
Adults Males
Aged Aged 18-
18-24 24
Total Proj '000 Pct Pct Inde Pct Male Total
'000 (Males Acros Down x Male Segment Population
(pop. 18-24) s (avg) Population
18-24)
305571 1497302 100.0 15137532 30700655
Total (US) 90 3 49% % 100 49% 1 6
Philadelphia 572352 276704 48% 1.8% 99 48% 2885353 5968252
San Antonio 213146 104535 49% 0.7% 100 49% 1016723 2073092
San
Francisco 356126 177372 50% 1.2% 102 50% 2150554 4317853
Washington
D.C. 515361 252024 49% 1.7% 100 49% 2678018 5476241
Phoenix 393409 199009 51% 1.3% 103 51% 2207608 4364094
San Diego 265649 131702 50% 0.9% 101 50% 1400199 2824259
San Jose 135480 68864 51% 0.5% 104 51% 877351 1726057
Jacksonville 112150 54362 48% 0.4% 99 48% 593252 1223882
Indianapolis 129906 63883 49% 0.4% 100 49% 820936 1669370
Austin 150741 71639 48% 0.5% 97 48% 715918 1506425
Detroit 371219 179900 48% 1.2% 99 48% 2082043 4296250
Houston 568567 282758 50% 1.9% 101 50% 2957442 5946800
Los Angeles 667033 329046 49% 2.2% 101 49% 6328434 12828837
Miami 245449 118821 48% 0.8% 99 48% 2693823 5564635
New York 881126 424275 48% 2.8% 98 48% 9099234 18897109
Atlanta 496716 244887 49% 1.6% 101 49% 2700067 5476664
Boston 462754 225449 49% 1.5% 99 49% 2235555 4588680
Chicago 913726 449406 49% 3.0% 100 49% 4712115 9580609
Cleveland 180249 86640 48% 0.6% 98 48% 1005216 2091286
Dallas 594568 298888 50% 2.0% 103 50% 3241004 6447228
Baltimore 268727 129577 48% 0.9% 98 48% 1286053 2667117
Charlotte 157232 77158 49% 0.5% 100 49% 835025 1701600
Memphis 130461 62567 48% 0.4% 98 48% 617942 1288506
Seattle 320670 160360 50% 1.1% 102 50% 1672668 3344813
Denver 219993 110376 50% 0.7% 102 50% 1255754 2502881
Las Vegas 225005 114458 51% 0.8% 104 51% 949092 1865746
32

34. Top ten cities
compared to
population of
males 18-24
Population Index
Chicago 449406 100
New York 424275 98
Los Angeles 329046 101
Dallas 298888 103
Houston 282758 101
Philadelphia 276704 99
Washington
D.C. 252024 100
Atlanta 244887 101
Boston 225449 99
Phoenix 199009 103
Total Male
Population
aged 18-24 14973023
Total
Population of
top ten by
population 2982445
Percentage of
Market 19.92%
33

35. Appendix III
Survey Questions and Results
1) Age:
18 19 20 21 22 23 24
⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Ages ranged from 18-24 with the average and most common age being 21.
2) Occupation (if applicable):
10 out of 52 students have a job in addition to classes.
3) Class Year:
U1 U2 U3 U4 Graduate
⃝ ⃝ ⃝ ⃝ ⃝
Class Year ranged from U1-Grad with the average and most common year being U4.
4) Major:
Majors varied in all different fields but the majority was in either engineering or business.
5) On a typical day, how many hours do you spend...
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
In Class
Studying
At Work
Free Time
Sleeping
Other:
_________
Total:
On average, other than sleeping, participants spend the most of their time either
studying or having free time.
6) What do you do in your free time? (Select your top 3)
● Playing Sports
● Playing computer or video games
● Watching TV
● Go out (to dance halls, clubs, bars)
● See movies
● Other: ________
Top two free time activities are watching TV and playing computer and video games.
7) At what times of the day do you feel you need more energy? (ex: when I get out of classes,
when I head to work)
34

36. 8) Why specifically at this time? (ex: because I know I'm going to be spending the next couple
hours studying)
Results for Questions 7 & 8 both revealed that they drink more energy during three
circumstances:
1) Going to class/ in the mornings
2) During class
3) After class/ in the afternoon
9) Are you always looking for ways to get more energy throughout a busy day?
● Yes
● No
30 of the participants may be tired during the day however they aren’t regularly looking
for more energy.
10) What sources of energy, if any, do you consume? (Choose all that apply)
● Coffee
● Energy Drinks
● Energy Shots
● Energy Supplement Tablets
● Gum
● None
● Other: _________
The top two sources of energy are coffee and energy drinks or they don’t use a
source at all.
11) What is your initial thought when you hear the term “energy drink”?
The word “Energy Drink” has a negative connotation:
• unhealthy
• fake
• crash
• addiction
• gross
• disgusting
• scared
• jittery
• bad
12) An energy drink is a beverage meant to boost mental and physical energy, containing large
amounts of caffeine and other supplements.
Is the thought of drinking an energy drink appealing to you?
● Yes
● No
33 of the participants do not find the idea of energy drinks appealing.
35

37. 13) What is your perception of people that drink energy drinks? (age, activities, interests, etc)
The main perception of energy drinkers is a young male, high school or college age, who
is not particularly health conscious and is either a hardworking “nerd” such as an
engineer or gamer, or a dumb, full-of-himself partier who doesn’t know much and drinks
energy drinks to look cool.
14) How often do you drink energy drinks?
Less than Once a Once a 2-3 Times a Once a 2-3 Times a
Never Month Month Month Week Week Daily
⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
18 out of 52 participants never drink energy drinks. Those who do drink energy drinks
mostly drink less than a couple times per month.
15) Why don't you drink energy drinks? (choose your top 3 reasons)
● The taste
● Too much caffeine
● Unhealthy
● No need
● Other: __________
The main reason for not drinking energy drinks is because it is unhealthy.
16) What occasions do you usually purchase energy drinks?
Most participants who drink energy drinks do so when doing a school related activity,
primarily studying.
17) What do you see as the benefits for consuming energy drinks?
Most participants agreed that the energy boost is the most obvious benefit for energy
drinks.
18) What do you see as the drawbacks for consuming energy drinks?
The top two drawbacks for energy drinks were that they are unhealthy and result in
“crashing”.
19) Do you view energy drinks as healthy or unhealthy?
● Healthy
● Unhealthy
Out of the 52 participants, only one considers energy drinks to be healthy.
20) If you were to buy an energy drink how much would you pay?
$0.00-$0.50 $0.51-$1.00 $1.01-$1.50 $1.51-$2.00 $2.01-$2.50 $2.51-$3.00 $3.00+
⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Most participants would pay $1.51-$2.00 for an energy drink. Interestingly, those who
drink them the most are generally willing to pay more. (After analyzing other questions,
36

38. we found that even though it might not be their main concern, price concerns did seem
to appear often throughout the survey)
21) What brand do you think of most when asked about energy drinks?
● Monster
● Redbull
● Rockstar
● AMP Energy
● Other: ___________
Almost all the participants think of either Monster or Red Bull when asked about energy
drinks.
22) What are your reasons for choosing that brand?
The main reason for choosing the brand was because they like the taste or because they
had brand recognition.
23) Which brand do you drink most?
○ Monster
○ Red Bull
○ Rockstar
○ AMP Energy
Out of those participants who drink, most drink Monster or Red Bull. Only two
participants drink AMP Energy the most.
24) Are you familiar with the brand “AMP Energy”?
○ Yes
○ No
16 out of 52 participants do not have any knowledge of AMP Energy.
25) What do you think of when asked about AMP Energy?
The top two responses when asked about AMP Energy were that it is just another energy
drink and that it has a bad connotation about those who drink it.
26) What is your perception of people that drink AMP Energy drinks? (age, activities, interests,
etc.)
Perceptions of those who drink AMP Energy are the same as energy drinks in general.
.
27) Do you use AMP Energy?
○ Yes
○ No
Only 8 out of 52 drink AMP Energy.
28) How often do you purchase AMP Energy?
Less than Once
a Month Once a Month 2-3 Times a Month Once a Week 2-3 Times a Week Daily
⃝ ⃝ ⃝ ⃝ ⃝ ⃝
37

39. Those who do drink AMP Energy drink it normally less than once a month.
29) Why do you choose AMP Energy over other energy drinks?
Those who drink AMP Energy seem to choose it when it is the only option available.
30) Do you drink for the effect or just for the flavor?
○ The Effect
○ The Flavor
The effect and flavor for AMP Energy seem to have equal weight in the buying decision.
31) What’s your favorite flavor?
The favorite flavor varied.
32) Is there anything about the AMP Energy drink that prevents you from purchasing it?
Respondents in general could not think of a reason for not choosing it.
33) What would, if anything, convince you to switch to AMP Energy?
The main way mentioned to convince the participants to drink AMP Energy would be to
lower the price.
34) Can you name the following brand’s based on their logos?
Name:_____ Name: _____ Name: _____ Name: _____
Almost every participant named every brand, but eight did not know AMP Energy. (We
assume process of elimination may have played a role in this question, so answers are
not being used.)
35) What do you think of AMP Energy's logo?
The logo did not receive much of a response saying that it is nothing special.
36) Can you recall any AMP Energy Ads?
○ Yes
○ No
Six participants could recall any AMP Energy ads, implying that they are not memorable.
38

40. 37) What did you think of them [the ads you remember]?
This question did not receive enough of a response to analyze.
38)
Do any of the advertisements above provoke an interest in you to buy AMP Energy drinks?
○ Yes
○ No
The ads only got the attention of ten participants.
39) Which one? and why?
○ #1 _______
○ #2 _______
○ #3 _______
#1 provoked the most people but someone commented that it was unrealistic.
40) Do you interact with any energy drink brands on-line or via social media?
○ Yes
○ No
No one interacts with the brands on social media.
41) When you go to buy energy drinks do you have trouble finding the AMP Energy?
○ Yes
○ No
Out of those who buy AMP Energy, none seemed to have a problem finding it on the
shelves.
Thank you for participating in our survey. Your answers will be very helpful for our project.
Thanks and gig'em!
39

41. Appendix IV
In-depth Phone Interview
During the first week of October, 2012, each member of The High Five conducted the following
personal phone interviews:
Size of # of Age of
Participant Phone # Email Age Occupation
Household Kids Kids
Lee 214-336-0421 leewillhite@hotmail.com 34 Sourcing 4 2 2 and ?
Willhite Manager
Ryan 303-817-9262 4pederson@gmail.com 34 Environmental 3 1 11
Pederson consulting/ months
project
manager
Ryan 979-229-5085 drjouett@aggienetwork.com 34 Dentist 5 3 5, 2,
Jouett and 9
months
Jacob 830-265-8175 jacobbarbsmith@gmail.com 25 Army 3 1 1
Smith
Troy 801-583-8958 tbville@gmail.com 34 Software 3 1 4
Baskerville Engineer
Clinton 512-658-1611 crb8103@hotmail.com 31 Auto Claims 4 2 4 and 2
Bushn Representative
Basic Script
Start off the interview by emailing the respondent the following picture:
The follow questions are not inclusive, probe when needed.
Demographic Questions:
Age?
40

42. Occupation?
Size of Household?
Number of Kids?
Ages of Kids?
Thematic Apperception Activity:
Tell me about the man in this picture… Tell me about his life:
Fill out the following questions:
How old is he?
Where’s he going?
Is anyone else in the car?
What’s his job?
Does he have a family?
If so, how many children? What does he do with his children?
What does he do with his free time?
What brand of energy drink is he drinking?
Comments:
Personal Questions:
Do you drink energy drinks?
Why or Why not?
What brands do you drink and/or think of first?
Do you drink any other products for energy? (i.e. Coffee, Energy shots, tea, etc.)
Do you ever feel like you need more energy? (having to deal with both work and children)
Ask if they have any other comments about energy drinks and/or being a father.
Thank them for their participation.
41

43. Appendix V
100+ Campaign Themes for AMP Energy
1. [Image/Description of hectic moment]. Put it back into balance***
2. It’s not a game, its real life. Take control***
3. Because you’re only human***
4. Nonstop energy for the nonstop life***
5. Life balanced Energy
6. Energy Balanced Lifestyle
7. Energy that balances life
8. The not too much, not too little energy drink
9. Productivity in a can
10. Warning: May cause productivity
11. 45 Minutes until blast off
12. Unleash your inner matador
13. Rocket fuel in a can
14. Liquid Human Fuel
15. Poser-free energy
16. Energy = Balance
17. Energize Your Life
18. Achievement Unlocked: Balance
19. Achievement Unlocked: Energy
20. Balance Your Life
21. The Key to Balance
22. Turn Up Life
23. Turn It Up
24. Live life AMP
25. ___AMP It Up (insert letter or word)
26. Zenergy
27. Work. Play, Live. AMP!
28. Keep in Step with Life
29. All work and no play means Johnny needs AMP
30. AMP your way to balance
31. Plug into Life
32. AMP your way to equilibrium
33. AMP: The Missing Element
34. Tip the Scales in Your Favor
35. Bring Balance Back
36. Life: Turn It On
37. Life: Game On
38. AMP: Power Up
39. Light Life on Fire
42

44. 40. Hit All of Life’s Curveballs
41. Open the Door to Life
42. Master Your Life
43. Life: Power On
44. Life on a Scale? Balance it with AMP
45. Bring Out Your Balance
46. Energized Stability
47. AMP! It’s What You Need
48. Don’t Lose Your Step...Stay Balanced. Stay Energized.
49. School, Work, Family...AMP!
50. Don’t Let Life Slow You Down. Energize With AMP
51. AMP. The Energy You Need For Life’s Hectic Moments
52. AMP Keeps You Going
53. Drink It Up, Keep On Going
54. Greet Life With Energy
55. Step By Step, We Got Your Back
56. AMPergize Your Life
57. AMP! For Whatever Life Throws Your Way
58. The Sweet Taste of Stability
59. Take Control of Your Life
60. Life Doesn’t Power Down, Neither Should You
61. Don’t Teeter-Totter Your Way Through Life, Balance It With AMP
62. Keeps You Energized, Keeps You Balanced
63. Boost Up, Balance Out
64. Great Taste, Greater energy
65. The energy drink of tomorrow, today
66. Go with the energy flow
67. Today’s energy for today’s world
68. Energized drink for an energized life
69. Have the energy to brighten a room
70. The late-night, early-morning life saver
71. 45 minutes to ignition
72. No energy? No problem!
73. No BS energy
74. Tired-free lifestyle
75. never feel drained again
76. Tired-suppressing liquid in a can
77. Sleep season is open
78. No drag energy
79. Not your dad’s morning cup of Joe
80. Ignite your life
81. Providing energy when it’s needed most
43

45. 82. Energy rush, when in a rush
83. Unlock the real you
84. When the other guys just won't do
85. Energy...’nuff said
86. Get today done and move on to tomorrow
87. Energy professionals choose
88. Professor approved energy
89. Energy should taste good
90. Just drink it
91. Cubicle-sitters best friend
92. You have the right to remain energized
93. Procrastinators best friend
94. Energy, Check
95. Fuel for the human machine
96. Just when you thought the day was done
97. Energy, it never lets you down
98. Working man’s energy
99. Real energy for real men
100. Suit up because we are getting ener...wait for it....gized!
101. Beat the janitor to work
102. Innocent until proven energized
103. White collar energy
104. Not just for sports
105. Energy for work, energy for home, energy for life, AMP energy
106. On-the-go energy for an on-the-go day
107. Energy that outlasts a toddler
108. AMP: You can have it all and balance it all
109. Be Your Own AMP Man
44