Trade Resources Industry Views Extreme Is a Brand Targeted Towards Thrill-Seekers Best Known for Its Sports Channel

Extreme Is a Brand Targeted Towards Thrill-Seekers Best Known for Its Sports Channel

Extreme - Shelf Review

Background

Extreme is a brand targeted towards thrill-seekers best known for its sports channel and which has now extended into hotels and licensed products in fashion, food and beverage, consumer electronics, video games and personal care.

Extreme Sport and Extreme Energy – two products in the functional drinks sector – are due to hit shelves this month. The UK energy drinks market is worth £800m per annum.

Graphics 8/10

Extreme's bottle has wave-like shapes embossed on the bottle's surface which mirror skate ramps, producing a rugged tactile shape aimed at giving stand out. The bottles are noticeably different from market leaders Lucozade, Gatorade, Powerade and Red Bull.

Extreme - Shelf Review_1

The two drinks are quite distinct:? Extreme Sports is targeting the outdoor sports participator and is in competition with electrolyte replacement drinks; whereas Extreme Energy is going head-on with Red Bull, Relentless and the like in the 'keep you going' market. Consequently their colouring is sharply differentiated to appeal to their respective target customers, with fresh blue and white for Extreme Sports, which is very different from the typical yellow/orange colour palette for this type of drink.? The black of the Extreme Energy drink certainly marks it out as 'something of the night'.

On shelf 8/10

Extreme Sport will stand out well on shelf, and could have particular appeal for those wanting an energy drink with a slightly more stylish look.

Extreme Energy will also stand out but some potential buyers may be put off by its colour. It does look a tad more like a bottle of motor oil than an energy drink.? Black can be a very intimidating and unapproachable colour; however, those of an 'out there' and rebellious mindset may find it just the thing to complement their look and street cred.

Overall 8 /10

Both these drinks are an interesting addition to the current? repertoire of luridly coloured energy drinks: a kind of day-and-night/yin-and-yang partnership.? The distinctive 'Extreme' logo should also help with recognition and trial – given all that the brand stands for in terms of adventure, excitement and pushing personal boundaries.

Source: http://www.packagingnews.co.uk/design/markets/extreme-shelf-review/
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Extreme - Shelf Review