atp energy drink ad assignment

ATP Energy Drink Ad Assignment

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Create Next-Gen Energy and Sports Ready-to-Drink Beverages with Adenosine 5-Triphosphate (ATP)

Consumers want products that support a host of their energy and performance-related needs — from sustaining energy to refueling or recovering. Though ingredients like caffeine still dominate, more people are looking for functional, nonstimulant ingredients backed by science.

Numerous clinical studies have shown that ATP supports many areas of athletic performance, muscle growth and recovery. ATP, the source of the body’s cellular energy, holds significant potential for use in next-gen energy-supporting products. Until now, formulating beverages containing ATP has been a challenge because standard sources of ATP degrade rapidly under typical high-heat beverage processing conditions and over the shelf-life of the finished beverage. Using our patented encapsulation technology, we have created OptiATP™, a more stable ATP for use in ready-to-drink beverages.

Related Content

Ingredient Solutions for Optimized Energy

Glanbia Nutritionals launches OptiATP™

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What Is ATP?

Adenosine triphosphate (ATP) is every living cell's source of energy

• How It Works
• How It's Made
• Why It's So Important

Frequently Asked Questions

Adenosine triphosphate (ATP) is an energy-carrying molecule known as "the energy currency of life" or "the fuel of life," because it's the universal energy source for all living cells.

Every living organism consists of cells that rely on ATP for their energy needs. ATP is made by converting the food we eat into energy. It's an essential building block for all life forms. Without ATP, cells wouldn't have the fuel or power to perform functions necessary to stay alive, and they would eventually die. All forms of life rely on ATP to do the things they must do to survive.

This article explains how adenosine triphosphate works, how it's made, why ATP is so important to cellular processes, and what makes it vital to all life forms.

NANOCLUSTERING/SCIENCE PHOTO LIBRARY / Getty Images

How ATP Works

ATP is made of a nitrogen base (adenine) and a sugar molecule (ribose), which create adenosine, plus three phosphate molecules. If adenosine only has one phosphate molecule, it’s called adenosine monophosphate (AMP). If it has two phosphates, it’s called adenosine diphosphate (ADP).

Although adenosine is a fundamental part of ATP, when it comes to providing energy to a cell and fueling cellular processes, the phosphate molecules are what really matter. The most energy-loaded composition for adenosine is ATP, which has three phosphates.

ATP was first discovered in the 1920s. In 1929, Karl Lohmann—a German chemist studying muscle contractions—isolated what we now call adenosine triphosphate in a laboratory. At the time, Lohmann called ATP by a different name. It wasn't until a decade later, in 1939, that Nobel Prize–winner Fritz Lipmann established that ATP is the universal carrier of energy in all living cells and coined the term "energy-rich phosphate bonds."

Lipmann focused on phosphate bonds as the key to ATP being the universal energy source for all living cells, because adenosine triphosphate releases energy when one of its three phosphate bonds breaks off to form ADP. ATP is a high-energy molecule with three phosphate bonds; ADP is low-energy with only two phosphate bonds.

The Twos and Threes of ATP and ADP

Adenosine tri phosphate (ATP) becomes adenosine di phosphate (ADP) when one of its three phosphate molecules breaks free and releases energy (“tri” means “three,” while “di” means “two”). Conversely, ADP becomes ATP when a phosphate molecule is added. As part of an ongoing energy cycle, ADP is constantly recycled back into ATP.

Much like a rechargeable battery with a fluctuating state of charge, ATP represents a fully charged battery, and ADP represents "low-power mode." Every time a fully charged ATP molecule loses a phosphate bond, it becomes ADP; energy is released via the process of ATP becoming ADP.

On the flip side, when a phosphate bond is added, ADP becomes ATP. When ADP becomes ATP, what was previously a low-charged energy adenosine molecule (ADP) becomes fully charged ATP. This energy-creation and energy-depletion cycle happens time and time again, much like your smartphone battery can be recharged countless times during its lifespan.

How ATP Is Made

The human body uses molecules held in the fats, proteins, and carbohydrates we eat or drink as sources of energy to make ATP. This happens through a process called hydrolysis .

After food is digested, it's synthesized into glucose, which is a form of sugar. Glucose is the main source of fuel that our cells' mitochondria use to convert caloric energy from food into ATP, which is an energy form that can be used by cells.

ATP is made via a process called cellular respiration that occurs in the mitochondria of a cell. Mitochondria are tiny subunits within a cell that specialize in extracting energy from the foods we eat and converting it into ATP.

Mitochondria can convert glucose into ATP via two different types of cellular respiration:

• Aerobic (with oxygen)
• Anaerobic (without oxygen)

Aerobic cellular respiration transforms glucose into ATP in a three-step process, as follows:

• Step 1: Glycolysis
• Step 2: The Krebs cycle (also called the citric acid cycle)
• Step 3: Electron transport chain

During glycolysis, glucose (i.e., sugar) from food sources is broken down into pyruvate molecules. This is followed by the Krebs cycle, which is an aerobic process that uses oxygen to finish breaking down sugar and harnesses energy into electron carriers that fuel the synthesis of ATP. Lastly, the electron transport chain (ETC) pumps positively-charged protons that drive ATP production throughout the mitochondria’s inner membrane.

Mitochondria Make ATP

Mitochondria are mini-structures within a cell that convert glucose into "the energy molecule" known as ATP via aerobic or anaerobic cellular respiration.

ATP can also be produced without oxygen (i.e., anaerobic), which is something plants, algae, and some bacteria do by converting the energy held in sunlight into energy that can be used by a cell via photosynthesis.

Anaerobic exercise means that your body is working out "without oxygen." Anaerobic glycolysis occurs in human cells when there isn't enough oxygen available during an anaerobic workout. If no oxygen is present during cellular respiration, pyruvate can't enter the Krebs cycle and is oxidized into lactic acid. In the absence of oxygen, lactic acid fermentation makes ATP anaerobically.

The burning sensation you feel in your muscles when you're huffing and puffing during anaerobic high-intensity interval training (HIIT) that maxes out your aerobic capacity or during a strenuous weight-lifting workout is lactic acid, which is used to make ATP via anaerobic glycolysis.

During aerobic exercise , mitochondria have enough oxygen to make ATP aerobically. However, when you're out of breath and your cells don’t have enough oxygen to perform cellular respiration aerobically, the process can still happen anaerobically, but it creates a temporary burning sensation in your skeletal muscles.

Why ATP Is So Important

ATP is essential for life and makes it possible for us to do the things we do. Without ATP, cells wouldn't be able to use the energy held in food to fuel cellular processes, and an organism couldn't stay alive.

As a real-world example, when a car runs out of gas and is parked on the side of the road, the only thing that will make the car drivable again is putting some gasoline back in the tank. For all living cells, ATP is like the gas in a car's fuel tank. Without ATP, cells wouldn't have a source of usable energy, and the organism would die.

A Word From Verywell

Eating a well-balanced diet and staying hydrated should give your body all the resources it needs to produce plenty of ATP. Although some athletes may slightly improve their performance by taking supplements or ergonomic aids designed to increase ATP production, it's debatable that oral adenosine triphosphate supplementation actually increases energy.

Always use common sense and talk to a healthcare provider before spending money or ingesting supplements that make potentially hyped-up marketing claims about increasing energy by boosting ATP production.

An average cell in the human body uses about 10 million ATP molecules per second and can recycle all of its ATP in less than a minute. Over 24 hours, the human body turns over its weight in ATP.

ATP deficiencies can reduce energy and make you feel lethargic. Although eating a well-balanced diet and staying hydrated should give your body enough fuel to produce plenty of ATP, certain diseases such as fibromyalgia and chronic fatigue syndrome may disrupt ATP hydrolysis.

Adenosine metabolism rates may affect your vulnerability to sleep deprivation and your deep-sleep quality. Research suggests that sleep-wake cycles are influenced by how adenosine is metabolized in the brain.

Morelli AM, Ravera S, Panfoli I. The aerobic mitochondrial ATP synthesis from a comprehensive point of view.   Open Biol . 2020;10(10):200224. doi:10.1098/rsob.200224

Dunn J, Grider MH. Physiology, Adenosine Triphosphate. [Updated 2022 Feb 17]. In: StatPearls [Internet].

ScienceDirect Topics. Adenosine Triphosphate: Overview.

Max Planck Research. Cells flexing their muscle.

Surita G. The power of phosphate.   Historical Studies in the Natural Sciences . 2022;52(1):1-39. doi:10.1525/hsns.2022.52.1.1

Hargreaves M, Spriet LL. Skeletal muscle energy metabolism during exercise.   Nat Metab . 2020;2(9):817-828. doi:10.1038/s42255-020-0251-4

Morris G, Maes M.  Mitochondrial dysfunctions in myalgic encephalomyelitis/chronic fatigue syndrome explained by activated immuno-inflammatory, oxidative and nitrosative stress pathways .  Metab Brain Dis . 2014 Mar;29(1):19-36. doi:10.1007/s11011-013-9435-x

Mackiewicz M, Nikonova EV, Zimmerman JE, et al.  Enzymes of adenosine metabolism in the brain: diurnal rhythm and the effect of sleep deprivation.  J Neurochem . 2003;85(2):348-57. doi:10.1046/j.1471-4159.2003.01687.x

By Christopher Bergland Christopher Bergland is a retired ultra-endurance athlete turned medical writer and science reporter. 

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Patterns of Energy Drink Advertising over U.S. Television Networks

Jennifer a. emond.

1 Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, NH

3 Department of Community and Family Medicine, Geisel School of Medicine at Dartmouth, Lebanon, NH

James D. Sargent

2 Department of Pediatrics, Geisel School of Medicine at Dartmouth, Lebanon, NH

Diane Gilbert-Diamond

To describe programming themes and the inclusion of adolescents in the base audience for television channels with high levels of energy drink ad airtime.

Secondary analysis of energy drink ad airtime over U.S. network and cable television channels (n=139) March 2012-February 2013. Programming themes and the inclusion of adolescents in each channel's base audience were extracted from cable television trade reports.

Main Outcome Measure

Energy drink ad airtime.

Channels were ranked by airtime; programming themes and the inclusion of adolescents in the base audience were summarized for the 10 channels with the most airtime.

Over the study year, 36,501 minutes (608 hours) were devoted to energy drink ads; the top 10 channels accounted 46.5% of such airtime. Programming themes for the top 10 channels were music (n=3), sports (n=3), action-adventure lifestyle (n=2), African-American lifestyle (n=1) and comedy (n=1). MTV2 ranked first in airtime devoted to energy drink ads. Six of the 10 channels with the most airtime included adolescents aged 12-17 years in their base audience.

Conclusions and Implications

Energy drink manufacturers primarily advertise on channels that likely appeal to adolescents. Nutritionists may wish to consider energy drink media literacy when advising adolescents about energy drink consumption.

Introduction

Energy drinks are ready-to-drink beverages, shots and drops that contain caffeine and often a mix of other stimulants and ingredients purported to increase energy (e.g., guarana, herbal supplements, B-vitamins, taurine). 1 - 3 The caffeine content of energy drinks varies. Concentrations for many popular brands range from 70 mg per one 8-ounce serving to 200 mg per one 16-ounce serving. 4 In comparison, the caffeine content of many popular soft drink brands ranges from 23-69 mg per 12 ounces. 4 Caffeine is considered “generally recognized as safe” by the U.S. Food and Drug Administration, 5 yet concerns have been raised about the potential health risks associated with high caffeine intake among adolescents. 3 For example, short-term adverse effects associated with caffeine intake among adolescents include anxiety, irritability and withdrawal symptoms. 3 , 6 , 7 Adolescence is a critical time of cognitive development, and caffeine intake during this period may have a negative impact on learning, particularly if intake contributes to disrupted sleep. 3 , 7 More serious adverse effects related to energy drink intake among adolescents, including serious cardiovascular events, 3 , 8 , 9 have also been reported. Importantly, 34 deaths related to energy drink use have been reported to the Food and Drug Administration since 2004. 10 While the extent of any health risks associated with energy drink consumption is currently under debate, 11 the American Academy of Pediatrics 3 advises against energy drink consumption among adolescents, stating that energy drinks do not offer any therapeutic benefits. 3

In June 2013, the American Medical Association 12 supported a ban on the marketing of energy drinks to adolescents, and in September 2013, a U.S. Senate Commerce Committee demanded energy drink manufacturers stop marketing their products to adolescents. 13 However, data to date regarding the marketing practices of energy drink manufacturers have been largely qualitative. 1 , 14 Specifically, qualitative data highlight several methods of advertising that energy drink manufactures use including featuring young athletes in marketing campaigns, using edgy and attention-grabbing packaging and sponsoring events popular with adolescents and young adults. 1 , 14 Two quantitative studies have measured adolescent exposure to energy drink ads and have reported that adolescents are more likely to be exposed to energy drink ads over television and the Internet than adults. 15 , 16 Using 2012 Nielsen data, researchers from the Yale Rudd Center for Food Policy and Obesity illustrated that adolescents aged 12-17 years old viewed more ads for energy drinks than adults did on many cable channels popular with young adults. Adolescents viewed 2.26 times as many ads for 5-Hour Energy, 2.14 times as many ads for Red Bull and 2.44 times as many ads for Street King energy drinks on MTV2 than adults viewed on MTV2. 15 Results from that study demonstrated that ads aired on those channels effectively reached an adolescent audience. Nielsen data are based on a sample of households and reflect viewership; a study to specifically assess patterns of airtime placement for energy drink ads on TV would be useful by informing a more complete representation of the marketing intents of manufacturers.

Television remains the most popular media outlet among adolescents in the U.S. 17 In 2009, adolescents aged 11-18 years averaged over 4 ½ hours of TV time on any typical day. 17 In 2012, TV advertising accounted for 96% of all U.S. advertising expenditures for 6 major energy drink manufacturers. 15 Thus, TV advertising as a medium to reach youth remains highly relevant. This study quantified the airtime devoted to energy drink ads over all U.S. network and cable TV stations for 1 year. For the 10 channels with greatest amount of airtime devoted to energy drink ads, programming themes and the frequency of adolescents in the base audience were summarized to gauge how likely it was that adolescents were exposed to energy drink ads on TV.

Television Advertisements for Energy Drinks

A database of television ads was purchased from an advertising monitoring company (AdScope, Kantar Media, Atlanta, GA) in March 2013. That database included all food and beverage ads aired on U.S. network and cable television channels (n=139) between March 2012 and February 2013. For each advertisement in the database, the following data were included: manufacturer, product name, title of advertisement, length of advertisement, channel of advertisement airing, as well as the date and time of airing. Manufacturer and product names were reviewed to identify energy drinks. Caffeinated sodas and non-caffeinated sports drinks were not included. Energy drinks were defined as ready-to-drink beverages, shots (concentrated liquids, roughly 1.9 fluid ounces, intended for rapid consumption), powder mixes, or drops (concentrated liquids, roughly 1.0 or 1.6 fluid ounces, intended to be added to other beverages) containing caffeine and at least 1 additional ingredient promoted as increasing energy. Manufacturers’ websites were visited to review product ingredients. 18 - 30 This study was exempt from Institutional Board Review as human subjects were not enrolled.

Audience Demographics

Audience demographics for the top 10 channels were extracted from publically available reports compiled by the Cabletelevision Advertising Bureau (CAB). 31 The CAB is a 501-(c)-(6) trade group including advertisement supported cable and television networks; its board of directors includes senior leadership of most major television and cable networks. The mission of the CAB is to “increase awareness of the power of cable as an advertising medium and to make cable an increasingly effective marketing environment for advertisers throughout the U.S.” 31 Thus, the CAB lobbies manufacturers and advertising firms with the intent of increasing advertising revenue for cable television networks. CAB reports for each channel included specific age ranges for the base audience sourced from marketing research firms (Nielsen or MRI Doublebase); channels were considered as including adolescents in their primary target audience if the base audience included 12-17 year olds. Data reported in each CAB report varied across channels; however, reports for several channels also included the proportion of adolescents aged 12-17 years old in the base audience. Such information is often reported as an index value, which is the proportion of adolescent viewers in that channel's base audience relative to the proportion of adolescent viewers in the general network and cable TV audience. An index value of 200 implies that a channel has twice as many 12-17 year old viewers in their base audience as compared to the general TV viewing audience. Adolescents currently constitute 8% of the general TV viewing audience, 31 thus, an index value of 200 for a specific channel would indicate that adolescents constitute 16% of that channel's base audience. Index values for adolescents are reported when those values were available.

Data Analysis

The total number of advertisements and total number of advertising minutes (airtime) devoted to energy drinks were summed for each network and cable television channel. Channels were then ranked by airtime devoted to energy drink ads and the 10 channels with the greatest total airtime over the study year were selected for further analyses. For each of those top 10 channels, the average of the daily total airtime (minutes) during the period was computed and 95% confidence intervals were computed to illustrate statistically significant differences in daily airtime by channel at the P<0.05 level, unadjusted for multiple comparisons. When comparisons between specific channels were presented, the p-value for a t-test comparing mean minutes of airtime per day was also presented. Minutes per day were summarized overall and by air block for the top 10 channels; air blocks were selected to reflect common viewing classifications such as prime time and late night. All summaries and analyses were completed with the R Language and Environment for Statistical Computing, version 3.0.1.

Table 1 lists all of the energy drinks advertised on TV during the study year. Thirteen manufacturers accounted for 83,071 ads for energy drinks over the 139 network and cable channels, totaling 36,501 minutes of airtime (>608 hours). One manufacturer, 5-Hour Energy, accounted for 63.2% of total airtime devoted to energy drink ads. All products contained caffeine and at least 1 of the following ingredients: B-vitamins, guarana, taurine or herbal supplements including ginseng; most varieties also contained sugar.

Energy drink brands advertised on U.S. network and cable television channels (n=139) during study year. 1

LLC: Limited liability company.

Table 2 presents the 10 channels that devoted the most airtime to energy drink ads. Three of the top 10 channels were primarily music-related (MTV2, MTV, Fuse), 3 were sports-related (ESPN News, ESPN-2, Speed), 2 were specific to a male lifestyle (G4, Spike) and 2 had other programming themes (Comedy Central, BET). Those 10 channels accounted for 46.5% of all airtime devoted to energy drink ads over the study year. MTV2 devoted the most airtime to energy drink ads at 2,959 minutes over the study year (8.1% of total airtime). Among the top 10 channels, MTV2 had the greatest proportion of adolescents in their base audience at 31.8% as reported from the CAB reports. Further, 6 of the top 10 channels included adolescents as young as 12 years old in their primary target audience as reported from the CAB reports. Specific index values for adolescents (12-17 year olds) were available from CAB reports for 4 of the top 10 channels: MTV2 (index value: 398), Fuse (250), MTV (281), BET (127). Those available index values were greater than 100, reflecting a greater proportion of adolescents for each of those channels as compared to the general TV viewing audience. Specifically, the proportion of 12-17 year olds in MTV2's base audience was 398% greater than the portion of 12-17 year olds in the general TV viewing audience of the US. Index values were not available for the remaining 6 channels in the top 10 (ESPN News, Comedy Central, ESPN2, Spike, Speed and G4).

Distribution of energy drink advertisements on television during study year for the top ten channels. 1,2

MTV: Music Television; COM: Comedy Central; BET: Black Entertainment Television.

Figure 1 presents the average daily airtime devoted to energy drink ads for each of the top 10 channels, overall and by specific brand. MTV2 devoted an average of 8.1 (95% CI: 7.7-8.5) minutes/day to energy drink ads, significantly more airtime than ESPN News which ranked second (mean 6.3, 95% CI: 6.0-6.7 minutes/day; p<0.001). When considering specific brands, the most airtime was devoted to 5-Hour Energy. Airtime for 5-Hour Energy was greatest on ESPN News (mean 4.8, 95% CI: 4.6-5.0 minutes/day) and MTV2 (mean 4.7, 95% CI: 4.6-4.9 minutes/day), followed by Comedy Central (mean 4.0, 95% CI: 3.9-4.2 minutes/day). Red Bull energy drinks were the second most highly most advertised energy drinks. Airtime for Red Bull was the greatest on MTV2 (mean 2.4, 95% CI: 2.1-2.7 minutes/day), followed by ESPN-2 (1.3; 95% CI: 1.1-1.5) and MTV (1.2; 95% CI: 1.0-1.4). Among the top 10 channels, MTV2 accounted for 33.9% of all airtime devoted to Red Bull energy drink ads.

Daily airtime devoted to energy drink advertisements over the study year by brand, for 10 top 10 channels.

When considering the patterns of advertising over the course of the day, airtime devoted to energy drink ads was statistically greatest on MTV2 between 11 AM – 2 AM compared to all other channels (data not shown). Further, among the remaining 9 channels, there were no consistent differences between channels for patterns of airtime over the course of the day (data not shown). Therefore, the trends in airtime over the course of the day were computed as averages by programming theme (music, sports, lifestyle and other) with MTV2 plotted separately. Figure 2 presents minutes per day devoted to energy drink ads (all brands combined) by air block. From 11 AM onward, MTV2 devoted the most airtime to energy drink ads over the course of the day compared to the other channels. Airtime for energy drink ads on MTV2 peaked between 8 PM and 11 PM. In contrast to MTV2, the airtime devoted to energy drink ads on the remaining 9 channels peaked between 2 AM – 5 AM.

Daily airtime devoted to energy drink advertisements over the study year by airtime, for top 10 channels.

This study is one of the first quantitative studies to document the promotional practices of energy drink manufacturers on U.S. TV. Results from this study suggest that during 2012, energy drink manufacturers advertised primarily on channels that included adolescents in their base audience: 6 of the 10 channels with the most airtime devoted to energy drink ads in 2012 included 12-17 year olds in their primary target audience. Further, the bulk of airtime devoted to energy drink ads on MTV2 occurred between 8-11 PM, a time when adolescents constitute 30.9% of MTV2's viewing audience. 31 In this current study, 7 of the top 10 channels for airtime devoted to energy drink ads had programming themes related to music, sports, or extreme sports; results that are consistent with previous qualitative studies suggesting that energy drink manufacturers target a young, primarily male demographic by associating their products with themes related to music, sports and risk-taking. 1 , 14 Taken together, findings demonstrate that energy drink manufacturers advertised primarily on TV channels that are likely popular with adolescents.

Excess caffeine intake may cause short-term negative health effects among adolescents such as nervousness, confusion and heart palpitations. 3 , 7 Energy drinks also often include added sugars, which can contribute to dental carries and also excess caloric intake possibly leading to weight gain. 32 Importantly, there is the potential for serious adverse health effects related to energy drink use including convulsions, myocardial infarctions and even death. 8 Energy drinks do not offer any therapeutic benefit to adolescents, 3 and it is advised that adolescents avoid consuming energy drinks. 3 In addition to the health risks associated with excessive caffeine intake, energy drink use among adolescents is also concerning because of the increased risk for substance use and abuse. Energy drink use often clusters with other unhealthy behaviors among adolescents, including smoking, 33 alcohol use 34 and illicit drug use. 34 Cross-sectional studies are limited in establishing causality. However, it is possible that caffeine may prime an adolescent's brain to be more receptive to other stimulants including nicotine 7 and consuming energy drinks with alcohol has been shown to increase the likelihood of alcohol abuse among adolescents. 35 Health professionals infrequently advise adolescents about the potential health risks associated with energy drinks 36 and nutrition educators and practitioners can help adolescents and their families understand the potential dangers of energy drink consumption.

The U.S. market for energy drinks is rapidly expanding. Total spending for energy drink advertising increased 71% from 2010 to 2012, 15 and industry estimates report that U.S. sales of energy drinks will increase from $12.5 billion in 2012 to more than $21.5 billion by 2017. 37 Thus, it is critical to understand the potential influence that energy drink marketing may have on the behaviors of adolescents. There is consistent evidence to support that increased exposure to alcohol marketing relates to alcohol initiation and increased use among adolescents; 38 it is possible that a similar association exists for energy drinks. Data on the prevalence of energy drink use among adolescents are sparse 33 - 36 , 39 Results from 5 separate large surveys in the U.S. report that approximately 9-30% of adolescents are frequent energy drink consumers measured as consuming at least 1 energy drink in any given week 33 , 35 , 36 , 39 or on any given day. 34 Data are also lacking on how frequently adolescents consume more than one energy drink in a day. Undergraduate college students often consume more than 1 energy drink on days when treating insufficient sleep, low energy or when studying. 40 Thus, as more adolescents are likely to be exposed to energy drink marketing in the future, studies are needed to understand how energy drink marketing may influence the intentions and consumption behaviors of adolescents related to energy drink use.

In June 2013, the American Medical Association adapted a policy supporting a ban on the marketing of energy drinks to children and adolescents under the age of 18 years, 12 yet no federal or state level bans exist. Energy drink manufacturers have been encouraged to adapt a set of self-regulatory practices to reduce adolescents’ exposure to their marketing. 2 As part of the 2013 U.S. Senate Commerce Committee hearing related to the marketing of energy drinks to adolescents, 14 it was recommended that manufacturers limit any marketing on media where 35.0% or more of the audience is under the age of 18. However, that criteria would not cover any of the channels identified in this current report, including MTV2 where 12-17 year olds constituted 30.8% of that channel's base audience 31 Importantly, self-regulatory measures to limit food and beverage advertising to youth on TV can be insufficient. 41 While policies related to energy drink marketing are debated, nutrition educators may wish to include elements of media literacy when advising adolescents and their families about the risks of energy drink consumption. For example, greater levels of smoking media literacy among adolescents relate to a decreased likelihood of current smoking as well as a future propensity to smoke. 42 Parents can also take immediate steps to help reduce their child's exposure to energy drink marketing by limiting TV exposure: measures of increased TV exposure among adolescents (TV viewing time, number of TVs in the home and the presence of a TV in the bedroom) have been associated with heavier consumption of sugar-sweetened beverages such as soft drinks, sports drinks and energy drinks. 43

Strengths of this study include the use of a complete database of all televised advertisements for 1 year, allowing for a quantification of the total airtime of energy drinks ads by brand over all network and cable television channels by time of day. Additionally, ads were reviewed to confirm that products being advertised were energy drinks. This study is limited in that it cannot be concluded that adolescents specifically viewed the energy drink advertisements placed on the top 10 channels reported in this study, and data on viewership demographics over viewing day were not available. However, findings are supported by 2012 Nielsen data, 15 which illustrated that adolescents view more energy drink ads than adults do on several of the same 10 channels identified in this current study, including MTV2. Additionally, this study relied on publically available data and complete data on the proportion of adolescents in the primary target audience all of the top 10 channels was not available. The approach of this study highlights the intentions of manufactures regarding the placement of their advertisements and whether these companies deliberately targeted adolescents is not known. It can only be said that the audiences of TV channels used to air ads for energy drinks frequently include adolescents as young as 12 years old. Finally, this study is limited to advertising on TV. While energy drink manufacturers devoted the majority of their 2012 marketing expenditures to TV, 15 there is considerable heterogeneity in the marketing practices of energy drink manufacturers. For example, marketing via social media 15 and guerilla marketing 44 are becoming increasingly more prevalent.

Implications for Research and Practice

Results from this study provide quantitative data to support that energy drink manufacturers advertise heavily on network and cable TV channels that include adolescents in their primary audience. While results do not support that manufacturers intentionally target adolescents with their advertising, results do support that manufacturers advertise primarily on TV channels with programming themes likely to appeal to adolescents, and that adolescents are likely exposed to energy drink advertising via TV. Adolescents are advised to avoid energy drinks, and energy drink consumption among adolescents may relate to serious negative health effects. Studies are needed to understand how energy drink marketing may influence the intentions and consumption behaviors of adolescents related to energy drink use. Considering that the energy drink market is rapidly expanding, nutrition educators and practitioners need to be aware of the potential dangers of energy drink consumption and should be encouraged to advise adolescents about the potential health risks associated with energy drinks. Such professional are also in a position to help adolescents and their families understand the influence that energy drink marketing may have on energy drink consumption among adolescents, and may wish to include aspects of media literacy into programs to reduce energy drink consumption among adolescents.

Acknowledgements

All phases of this study were supported by the NIH grant NIHGMS P20GM104416, the NIH grant P01ES022832, the EPA grant RD83544201 and with philanthropic funds for postdoctoral training received from the Norris Cotton Cancer Center.

Publisher's Disclaimer: This is a PDF file of an unedited manuscript that has been accepted for publication. As a service to our customers we are providing this early version of the manuscript. The manuscript will undergo copyediting, typesetting, and review of the resulting proof before it is published in its final citable form. Please note that during the production process errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.

Financial Disclosure : There are no relevant financial relationships to disclose.

Conflict of Interest : There are no conflicts of interest to disclose.

Human Subjects: This study did not include human subjects.

Create an Eye Catching Energy Drink Advertisement

I was hanging out with some friends over the weekend when one of them decided to buy 2 large energy drinks. It was 8 ‘oclock at night and he drank them both. With the combined strength of roughly 5 coffees, sleeping seemed like a distant thought.

But it demonstrated a point: Energy drink companies are the kings of marketing. Sexy,  flashy  posters are everywhere, grabbing your attention and daring you to give in to what (you think) your body needs more of: energy.

So I decided to take the energy drink concept and see if I could replicate it in Blender.

Finished Result

Tutorial Files

• Label Texture
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• Stock Flame photo by drakemata  ( mirror )
• Stock Fire photo by ontzy  ( mirror )

Know of any other great energy drink advertisements?  Post them in the comments below!

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C4® Energy Wants to “Ignite Your Fire” with the Launch of First-ever Global Advertising Campaign

Austin, Texas, Aug. 23, 2021  —   C4® Energy , the rapidly growing performance energy drink created by Nutrabolt, a global leader in active health and wellness, aims to be the catalyst to your best self  by unlocking the fire inside all of us with the brand’s first-ever global advertising campaign, “ Ignite Your Fire .” The campaign reveals what ignites the fire for C4® Energy’s sponsored athletes and influencers including top NFL® draft picks  Justin   Fields  and  Kyle Pitts ; NBA® breakout star  Lonzo Ball ; WNBA® phenom  Te’a Cooper ; WWE® Universal Champion  Roman Reigns and superstars  Bianca Belair and Mandy Rose ; and celebrity trainer, and  C4® Energy’s Chief Fitness & Business Ambassador, Ron “Boss” Everline.   In a series of raw videos, each star shares their personal story of what drives them to strive for greatness and keeps them from giving up despite the naysayers, critics, and their own self-doubt. The campaign also highlights how social media personality Adam Waheed and Dancing Weatherman Nick Kosir were able to achieve success by igniting their own fires with C4® Smart Energy.

“Our mission is to innovate, inspire, and make products that maximize human potential accessible to all,” says Doss Cunningham, Chief Executive Officer of Nutrabolt. “Through the debut of our first-ever global advertising campaign, we get to showcase our incredible family of athletes and partners. By sharing these individuals’ stories of perseverance, we hope to inspire our fans to find what drives them, provide that extra boost of energy when needed most, and defy the odds to come out on top.”

The hero spot, a 60-second compilation, features C4® Energy’s athletes each delivering a singular but powerful line that defines who they are instead of what people say about them. The video continues in rapid succession with a strong action sequence, showing each individual in their element, be it on a basketball court or in the ring. By showcasing each athlete’s personal journey, C4® Energy acts as an enabler for users to reimagine their own limits, unlock their potential, and ultimately become the best they can be.

The “Ignite Your Fire”  hero ad can be viewed  HERE . 

Each athlete was selected for their innate talent but more importantly how they defied the odds, overcoming countless setbacks and never quitting. The campaign celebrates these triumphs and their personal fires, that relentless pursuit to be the very best.  Ron “Boss” Everline suffered loss at an early age and channeled his energy into becoming one of the most sought-after celebrity trainers, while Te’a Cooper sustained injuries, team changes, and still performed at the highest level during her rookie year, landing her with one of the top WNBA teams in the nation: the Los Angeles Sparks®.

“We believe in the limitless potential of human performance and one’s unrelenting determination to achieve,” says Rajaa Grar, Chief Marketing & Digital Officer of C4® Energy. “The goal of the  Ignite Your Fire  campaign is to illustrate that anyone can spark their own fire and succeed despite naysayers and obstacles. Through the campaign, C4® Energy hopes to inspire fans to reimagine their daily limits and tap into their inner potential, fueling them with the better-for-you energy they need to reach peak performance.”

Created by Times10, a creative and branding agency known for their bold work, the campaign will begin rolling out today and continue throughout the fall with out-of-home billboard and mobile digital displays in Austin, Chicago, Las Vegas, New York, Phoenix, and San Antonio; a dedicated social media content series; digital media; regional broadcast; and nationally on YouTube. Fans can also view the digital spots in key markets including New York, Miami, Los Angeles, Chicago, Austin, Phoenix, and Las Vegas. As part of the campaign, C4® Energy will host Ignite Your Fire experiential sampling activations around major sports and entertainment events, including being the official Energy Partner of NYC Summer Stage Central Park and WWE SummerSlam in Las Vegas, NV.

C4® Energy is made with natural flavors and contains zero calories, sugar, artificial colors, or dyes. In addition, C4® Energy contains a combination of clinically-studied functional ingredients including CarnoSyn® Beta-Alanine, an amino acid to support muscular endurance; BetaPower®, naturally-derived betaine from beets, to help maintain muscle cell hydration, and Caffeine Anhydrous, for energy.

C4® Energy is available in all 50 states, internationally, and online at   C4Energy.com . To join the social media conversation and receive tips from top trainers, visit C4® Energy on   Instagram ,   Twitter , and   Facebook  at @C4Energy.

About Nutrabolt Nutrabolt is a fast-growing, global active health and wellness company with a portfolio of market leading performance-oriented brands that energize and fuel active lifestyles. The company’s disruptive and innovative products compete in the Functional Beverage and Active Nutrition segments, under three consumer-loved brands: C4® (one of the fastest-growing energy drink brands in the United States and the #1 selling global pre-workout brand) , XTEND® (the #1 post-workout recovery brand in the United States), and Cellucor® (an award-winning sports nutrition brand created in 2002) .

Since our founding 20 years ago, our goal has been to meet the discerning needs of performance athletes and fitness enthusiasts, while appealing beyond this core group to include consumers around the globe who are making healthy, active living a daily priority.

Nutrabolt’s portfolio, which is distributed in over 125 countries, is sold through company-owned DTC platforms, Amazon, and other third-party marketplaces, and is available at leading retailers across the U.S., including Walmart, Target, 7-Eleven, Walgreens, Kroger, H-E-B, Wawa, Publix, GNC, and the Vitamin Shoppe. For more information about Nutrabolt, please visit nutrabolt.com.

Media Contact: Ethan Friedman CURICH|WEISS [email protected]  

SOURCE Nutrabolt

Related Links

https://c4energy.com/

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C4 reclaims its throne with its hardest hitting pre-workout line ever, c4® energy named first-ever official energy drink partner of wwe®, nutrabolt honors nate kleiman’s commitment to maximizing potential for two decades.

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• Description
• Supplement Facts

• Nutrient Driven Long Lasting Energy
• Supports Electrolyte Replacement
• Technologically Enhanced Caffeine
• Mitochondrial Support For ATP Biosynthesis
• Antioxidant Support To Fight Free Radicals & Inflammation
• Delivers 30% more caffeine into the blood stream than regular caffeine.
• Absorbs 30% slower than regular caffeine.
• Extends the half life of the caffeine by 25%.
• Has 51% higher blood serum levels after 6 hours compared to regular caffeine.
• Has no adverse side effects.

Due to the ATP Octane’s slower absorption rate and long lasting caffeine blend, it has the potential to reduce your caffeine intake while boosting your energy for many hours. This is important in a world that suffers from adrenal fatigue and low energy issues. This advanced caffeine blend also has a gradual finish which will not cause you to crash as regular caffeine would. 1-2-3 Studies have demonstrated that caffeine has a positive effect on athletic performance, fatigue, cognitive function, and memory. 4-8 According to Meeusen et al, caffeine’s performance enhancing effect is related to the antagonism of the adesine receptors that influence the dopanergic and other neurotransmitter systems. 9 ELECTROLYTES & ANTIOXIDANTS Electrolytes are incredibly important for nerve transmission, energy production, muscle contractions, pH balance, fluid balance and so much more. Excessive sweating from exercise can cause rapid depletion, requiring replacement of these important minerals and anti-oxidants found in ATP Octane. ATP Octane contains sodium, potassium, and magnesium. These minerals are all crucially important for daily energy and physical performance. Antioxidants provided such as vitamin C, vitamin E, selenium, green tea extract, and s-acetyl-L-glutathione are incredibly important in order to reduce disease-causing free radicals and inflammation. The form of glutathione used in this formula is scientifically proven to be able to cross the membrane of the mitochondria providing direct support for real results. Glutathione is one of the most powerful and important anti-oxidants in the body. Depletion can be devastating, which is why we have added that extra support to this formula. HERBS & AMINO ACIDS ATP Octane uses a proprietary blend of herbs and amino acids called PURENERGY. It includes but is not limited too green tea extract, coffee fruit extract, taurine and L-arginine alpha ketoglutarate. Furthermore these ingredients are proven to have a positive effect on exercise performance and mitochondrial biogenesis. 16-18 B VITAMINS B vitamins play such a crucial role in the body. Not only do they support the body’s natural ability to handle stress, but they also are integral to the process that converts glucose to ATP for energy used by the cells. Increasing cellular energy is crucial for long lasting , sustainable healthy energy levels. B12 and folate help make red blood cells and facilitate the work of iron in the body. Iron helps carry oxygen to the cells, including muscle cells, for the production of energy. PTEROSTILBENE Pterostilbene is a highly absorbable component of resveratrol. Compared to resveratrol, pterostilbene:

• Is four times more bioavailable
• Has a seven times greater half life
• Exhibits greater absorption and metabolic stability
• Produces 2-4 times greater cellular uptake

WHY DR. ZYROWSKI USES ATP OCTANE

This formula is one of my favorites. I literally use it 1-2x daily. It is great tasting and offers me a natural solution to a energy drink. I use it as a coffee replacement, afternoon energy drink, and a pre-workout. I hardly ever perform athletically without ATP Octane by my side. It gives long lasting energy to power through long runs, heavy weight lifting, or long days at the office. Celarity ATP Octane is a state of the art product that is pharmaceutical grade and only to be sold by licensed practitioners. Celarity prides itself on being on the forefront of innovation in the natural health and holistic healing field. Celarity also prides itself on working with innovative doctors who are disruptors in the health care field. Count: 30 packets Suggested use: Dissolve the contents of one stick pack in 6-12 oz of water according to preferred sweetness. Consume the effervescent drink once daily, or use as directed by your healthcare practitioner. Storage: Keep in cool, dry place out of reach of children. Does not contain: Wheat, gluten, yeast, soy protein, animal or dairy products, fish, shellfish, peanuts, tree nuts, egg, ingredients derived from genetically modified organisms (GMOs), artificial colors, artificial sweeteners, or artificial preservatives.

Frequently Asked Questions

Is this product supposed to last one month? Or how many servings do you get for the price? I am interested and considering buying it, as long as it improves my adrenal fatigue issues and helps me maintain energy throughout the day without such a hard core crash which is what I experience daily when I drink coffee.

-- Hi there! ATP Octane serving size is one stick packet in 6-12oz of water according to preferred sweetness, each box contains 30 servings. This product contains slow release caffeine that works to give you long lasting energy, support your electrolytes, and improve your adrenal fatigue!

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One-time purchase: $76.00 $76.00 ( $8.17 $8.17 / Ounce) FREE delivery: Friday, April 26 Ships from: Amazon Sold by: FortressBrand Wellness

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XYMOGEN ATP Ignite Revitalizing Energy Drink Powder - Supports Electrolyte Replacement + ATP Biosynthesis with Antioxidants, Aminos, Vitamins, Electrolytes + 95mg Caffeine (30 Mixed Berry Stick Packs)

( $8.17 / Ounce )

Mixed Berry

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About this item.

• Transforms water into a great-tasting, revitalizing electrolyte and energy drink.*
• Each stick provides a combination of B vitamins, electrolytes, trace minerals, amino acids, herbs, and antioxidants to fuel your body’s energy production.*
• Building on these important nutrients, ATP Ignite also features a caffeine pterostilbene cocrystal. Initial reports suggest this cocrystal's caffeine may be absorbed more slowly and stay in your system longer than regular caffeine, which may help your energy last longer.*
• With just 5 g of carbohydrate per serving and zero sugars, ATP Ignite simply gives your body what it needs to produce energy.*
• Formulated to Exclude: Wheat, gluten, yeast, soy protein, animal and dairy products, fish, shellfish, peanuts, tree nuts, egg, ingredients derived from genetically modified organisms (GMOs), artificial colors, artificial sweeteners, and artificial preservatives.

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Product Description

Product details

• Is Discontinued By Manufacturer ‏ : ‎ No
• Product Dimensions ‏ : ‎ 11.75 x 8.5 x 5.5 inches; 12 ounces
• Item model number ‏ : ‎ 300000114
• Date First Available ‏ : ‎ October 12, 2022
• Manufacturer ‏ : ‎ Xymogen
• ASIN ‏ : ‎ B0BHZTZD7Y
• Country of Origin ‏ : ‎ USA
• #346 in Sports Nutrition Endurance & Energy Supplements

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High-quality, Clinically-Researched Supplement Formulas

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Safety information.

* These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Ingredients

Vitamin C (as sodium ascorbate, potassium ascorbate, calcium ascorbate, and zinc ascorbate), Vitamin E (as d-alpha tocopheryl succinate), Thiamin (as thiamine HCl), Riboflavin (as riboflavin 5'-phosphate sodium), Niacin, Vitamin B6 (as pyridoxal 5’-phosphate), Folate (as (6S)-5-methyltetrahydrofolic acid, glucosamine salt), Vitamin B12 (as methylcobalamin), Pantothenic Acid (as d-calcium pantothenate), Magnesium (as di-magnesium malate), Zinc (as zinc bisglycinate chelate), Manganese (as manganese bisglycinate chelate),Chromium (as chromium nicotinate glycinate chelate), Sodium (as sodium bicarbonate and sodium ascorbate), Potassium (potassium bicarbonate and potassium ascorbate). Proprietary Blend: Caffeine pterostilbene cocrystal, whole coffee fruit (Coffea arabica)(whole fruit)(40% chlorogenic acid), taurine, L-arginine alpha-ketoglutarate, organic green tea aqueous extract (Camellia sinensis)(leaf)(25% polyphenols, 15% catechins, <10% caffeine), s-acetyl-L-glutathione, and acetyl-L-carnitine (as acetyl-L-carnitine HCl), yielding a total of 95 mg of caffeine. Other Ingredients: Maltodextrin, citric acid, malic acid, natural grape powder, natural flavors (no MSG), stevia leaf extract, and silica.

Dissolve the contents of one stick pack in 6-12 oz of water according to preferred sweetness. Consume the drink once daily, or use as directed by your healthcare professional. Consult your healthcare professional prior to use. Individuals taking medication should discuss potential interactions with their healthcare professional. Caffeine should not be combined with synephrine or ephedrine. Use cautiously if you have a history of abnormal heart rhythm. Do not use if stick pack is damaged.

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Disclaimer : While we work to ensure that product information is correct, on occasion manufacturers may alter their ingredient lists. Actual product packaging and materials may contain more and/or different information than that shown on our Web site. We recommend that you do not solely rely on the information presented and that you always read labels, warnings, and directions before using or consuming a product. For additional information about a product, please contact the manufacturer. Content on this site is for reference purposes and is not intended to substitute for advice given by a physician, pharmacist, or other licensed health-care professional. You should not use this information as self-diagnosis or for treating a health problem or disease. Contact your health-care provider immediately if you suspect that you have a medical problem. Information and statements regarding dietary supplements have not been evaluated by the Food and Drug Administration and are not intended to diagnose, treat, cure, or prevent any disease or health condition. Amazon.com assumes no liability for inaccuracies or misstatements about products.

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