For my Principles of Advertising class, we worked in groups to create an advertising plan for AMP Energy Drink.

1. AMP Energy Drink
Ad Exuberance
Nikki Feola
Rachel Huffman
Jaime Hutkin December 6, 2010

2. Executive Summary
• With our new media plan, our goal is to
distinguish amp from its direct competitors
(Red Bull, Monster, RockStar) through
increased brand awareness by 10 percentage
points (to 24%) in one year and a revised
slogan: “amp up or screw up.”
• Increase amp’s market share and take
Monster’s position as the number two brand
in the field

3. PepsiCo Inc.
General Information
• Philosophies
– Care for customers, consumers, and the world at large
– Sell products with pride and confidence
– Speak truthfully
– Balance short term and long term risks and benefits
– Embrace diversity and inclusion
– Respect others and succeed together
• Diverse customer base  sells products in over 200
countries
– Operating margin is 5% larger than that of its competitors
• Leader in U.S. liquid refreshment beverage category
(has a market share of 25%)
Source: http://www.pepsico.com

4. PepsiCo Incorporated:
One of the leading global snack and beverage companies
• Incorporated in Delaware
in 1919
• Reincorporated in North
Carolina in 1986
• Major brands owned by
PepsiCo:
– Gatorade
– Propel
– Mountain Dew
– Pepsi
– amp Energy Drinks
Source: http://www.pepsico.com

5. amp Energy Drink
Background/General Information
• Originated in the United States
– Produced, sold, and distributed primarily in the U.S.
• Successful due to its association with Mountain
Dew
– However, it is not considered one of PepsiCo’s 18
brands that have top sales
• Market share of energy drinks improved
approximately 1% from 2007 to 2009
• Slogan: “amp Up”
• Does not do a lot of traditional advertising but
sponsors athletes/sporting events

6. amp Energy Drink
Physical Attributes and Features
• Caffeine per 8 ounce serving: 71
milligrams
– Red Bull’s 8.2 ounce drink
contains 80 milligrams
– Jolt’s 12 ounce drink contains 71
milligrams
• Tin can keeps beverage cooler
longer
• One can holds 16 ounces  2
servings in 1
• Distributed in retail stores
– Can type in personal area code
on the ampenergy.com under the
stores tab to find nearest vendor INGREDIENTS: Carbonated water, high fructose corn syrup, citric
• Price per can $1.99 + tax at CVS acid, orange juice from concentrate, natural flavors, guarana,
sodium benzoate, sodium polyphosphates, maltodextrin,
– $2.79 per can at Dunkin Donuts caffeine, gum arabic, erythoric acid, taurine, panax ginseng,
calcium disodium edta (to product flavor), potassium benzoate,
brominated vegetable oil, yellow 5.

7. amp Energy Drink
Marketing Communication Opportunity
Strengths Weaknesses
•Unique Mountain Dew taste •Product is not easily differentiated
•Four times the needed amount of caffeine •Minimal product exposure
•More caffeine than its indirect competitors but •Minimal nutritional benefits in an increasingly
less caffeine than direct competitors health conscious society
•Flavor variety – 9 different flavors
•Electrolytes, taurine, ginseng included in
ingredients
Opportunities Threats
•Forecasted sales predict an increase in the •Popular Direct Competitors
next 5 years —Red Bull: 37.78% of the market share
•New product exposure directed at target —Monster: 28.94% of the market share
market —RockStar: 10.83% of the market share
—Ad spending boosted in past few years •Indirect competitors (coffee, tea, and soda
—Advertising slots during March brands)
Madness and situational comedies •Global economic conditions
• Increased frequency in target cities
•To create brand loyalty and make amp a
habitual purchase

8. Target Audience
Our primary target audience is men 18-24 with some
college education. They are frequent video-gamers
who enjoy attending college basketball games. The
sport they most commonly participate in is
skateboarding. Politically speaking, they are
apathetic. Their musical preference is alternative and
mostly enjoy prime time situation comedy shows.

9. amp Energy Drink
Consumer Analysis:
Prominent Demographics/Location
• Gender: men
• Index: 137
• Age: 18-24
– Index: 325
• Education: some college
– Index: 132
• Employment Status: employed part time
– Index: 136
• Marital Status: single
– Index: 208

10. amp Energy Drink
Consumer Analysis: Prominent Psychographics
• Home ownership status: rents home
– Index: 141
• Most common beverage consumed: Energy drinks
– Index: 616
• Sports participated in: skateboarding
– Index: 462
• Sporting events attended: college basketball games
– Index: 205
• Political Outlook: usually think of self as middle-of-the-
road
– Index: 125

11. amp Energy Drink
Consumer Analysis: Prominent Media Habits
• Television program types: prime time situation
comedies
– Index: 167
• Magazine type: video games/PC and console
– Index: 351
• Internet usage: connected to Internet with
mobile device in the past 30 days
– Index: 158

12. Capitalizing on Opportunity
amp’s unique selling proposition is its image’s connection
with Mountain Dew soda. amp Energy Drink has the
opportunity to improve the promotion element of its
marketing strategy by utilizing the interests and
attitudes of its target audience.
• The target audience will respond to amp’s presence in
their everyday lives.
– Exposure of amp at college basketball games, and possibly
skateboarding events, will link to the emotional benefits of
the product.
• With increasing sales in the energy drink market—
forecasted until 2015—amp has the opportunity to
increase sales and gain more control of the market
share.

13. Marketing Communication Objectives
Communication Objectives:
• We propose to create more awareness of amp
through exposure on a more target audience-
oriented level
• Once attention is drawn to the product, amp will
become their energy drink preference.
• We plan on communicating our brand by increasing
frequency through specific vehicles to motivate our
target audience to take action and purchase amp.
The message we want to communicate is that if you
don’t “amp up,” you’ll “screw up.”

14. Print Advertisements and Non-traditional Media
Media Plan
• Increase frequency through exposure at
venues hosting March Madness games
• Media: print advertisements and non-
traditional media
• Vehicles: pole wraps, courtside rotational
signage, team bench rotational signage, video-
display board

15. Print Advertisements and Non-traditional Media
Creative Defense – Pole Wrap

16. Print Advertisements and Non-traditional Media
Creative Defense – Courtside Rotational Signage, Team
Bench Rotational Signage, Video-Display Board

17. Commercial
Media Plan
• Expand reach to increase the target audience’s opportunity to
see the ads and increase overall awareness of the amp image
• Fear-appeal and social anxiety advertisements
• Our target audience (men 18-24) is prone to watching
situational comedies and college basketball games
• Medium: TV
• Vehicles: ESPN, TBS, FOX, Comedy Central, NBC (stations that
distribute situational comedies/sports events)
• Air during March Madness (target audience watches college
basketball)
– Frequency will be increased from March 1 (two weeks before the opening round game)
to April 15 (approximate end to the tournament)
• More money allocated to the following cities:
– Greensboro, Chapel Hill, East Lansing, Lexington, Lawrence, Knoxville, Houston, Boston
(cities that are home to some of the country’s top-rated college basketball teams)

18. Commercial
Creative Defense
Note: The actors in the commercial are not athletes or
celebrity athletes endorsing the amp product, but are sport
enthusiasts

19. Commercial
Creative Defense
Split Screen between two men. One is wearing
skater clothing and the other is wearing a
basketball jersey. Both are pulling all nighters.

20. Commercial
Creative Defense
Both men sitting in class next to each other, one
has an amp can and the other has coffee.

21. Commercial
Creative Defense
Split Screen, one of the men takes a sip of amp
while the other drinks coffee.

22. Commercial
Creative Defense
The man who drank amp is alert and happy to
have finished his final exam.

23. Commercial
Creative Defense
The man who drank coffee fell asleep on his
exam.

24. Commercial
Creative Defense
Slogan: “amp up or screw up.”

25. References
• http://watchmojo.com/blogs/images/march-madness-logo.gif
• http://1979semifinalist.files.wordpress.com/2009/09/the-office.jpg
• http://www.lwvga.org/mission/images/tbs_logo_veryfunny_240_001.jpg
• http://www.almightydad.com/wp-content/uploads/2009/07/call-of-duty-
world-at-war.jpg
• http://t1.gstatic.com/images?q=tbn:xhtBa7-
xN3YOtM:http://www.czyntech.com/images/madden-nfl-10.jpg&t=1
• http://images.logicbuy.com/datastore/userdeals/634052053757636000Re
d-Dead-Redemption-ps3.jpg
• http://easyskateboardtricks.net/wp-
content/uploads/2010/04/TonyHawk_468x481.jpg
• http://unrealitymag.com/wp-content/uploads/2009/11/south-park.jpg
• http://baseball.blog.imaginesports.com/images/uploads/espn_logo_887.j
pg