[cafeteria] brief · energy drinks
Energy drinks have split into a women’s shelf and a men’s shelf.
13,671mentions read 7drinks compared 56%of Monster’s mentions are male
The functional end of the aisle is a women’s aisle: Olipop and Poppi are named 88% by women, and Celsius at 62% sits with them. Red Bull is on the parity line and Monster has crossed it. ‘Energy drink’ as a plain term still reads 60% female, so the category’s centre is not where its two biggest brands are.
0%25%50% 75%100% Olipop Poppi coffee Celsius energy drink Red Bull Monster
share of male + female mentions
· coffee 9,929 · energy drink 1,033
· poppi 859 · monster 756
· red bull 545 · celsius 412
· olipop 137 What it changes
Treating the category as one audience is what makes the media plan miss: the halves are reached in different places and answer to different language. Three things follow from the split —
1. The functional claim lands with women; the stimulant claim lands with men.
