Energy drinks.

INTRODUCTION Over the past year, the market for energy drinks suddenly boomed, especially with the powerful advertising and promotional campaigns for Red Bull and then by Speed and Shark. Interestingly, Red Bull, the world leading energy drink was originally launched in Lebanon in 1999 but the product failed due to poor marketing. In 2002, the product was launched again and due to its success, other energy drink brands soon followed to take advantage of the sudden creation …

…major misconceptions among the public about the potential health effects of energy drinks. The major risk is when mixing these drinks with drinks such as Vodka but other effects are not realistic or proven by scientific research. We have also noticed that brand awareness is still weak and this could have a negative impact on brand loyalty. Accordingly we recommend that advertising and promotion efforts be directed to strengthen brand awareness in the Lebanese market.