Health Effects

 Energy drinks are promoted for their stimulant effects and claim to offer a variety of benefits including increased attention, endurance and performance, weight loss, and “having fun, kicking butt and making a difference”

Energy drink companies have promoted their products not as caffeinated brews but as specially engineered blends that provide something more. For example, producers claim that “Red Bull gives you wings,” that Rockstar Energy is “scientifically formulated” and “Monster Energy” is a “killer energy brew.” It has become necessary to investigate the industry’s exaggerated marketing claims.

Advertising of energy drinks is targeted primarily towards young males, with alluring product names such as “Monster”, “Wild Cat” etc. “Red Bull” is the leader in energy drinks and their products are promoted with claims:

“Red Bull energy drink is made for moments of increased physical and mental stress and improves endurance, alertness, concentration and reaction speed, vitalizes body and mind. The effectiveness of Red Bull Energy Drink has been proven by a large number of scientific studies and is appreciated by many of the world's top athletes and drivers, opinion-leaders and hard-working people with active lifestyles”

To persuade consumers, companies have also used another tactic including huge amounts of well-known nutrients that make for eye-catching numbers on labels.