Samurai Ride, Monster, and Red Bull package comparison survey
An article from Nikkei BP (Can You Convey a Unique Worldview Through Packaging After Turning 30? ―― Energy Drink Packaging Comparison, including graphs, was the source for this research on the package comparison between Samurai D, Monster, and Red Bull.
The survey was conducted in late March 2014 via the internet. The total valid responses were 310 people—155 men and 155 women, with 31 people from each gender in the age groups of 20s, 30s, 40s, 50s, and 60s and above.
Since the survey was conducted among the general public, I believe the results may differ from those of energy drink enthusiasts, but I will share the comparison results along with my own thoughts on the Energy Drink Man.
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Author: Energy Drink-kun
In 2001, while living in the United States, I encountered energy drinks through the dance scene and was deeply impressed. After returning to Japan, I found that energy drinks were considered novelty beverages, so I established a comprehensive website in 2013 to share the true appeal of energy drinks. As an energy drink enthusiast, I began drinking them seriously again, collecting over 7,000 varieties of energy drinks from various countries. I am also active as a critic and expert, receiving media interviews.
Which One Would You Buy Based on the Package Alone?
Samurai D
Surprisingly, Samurai D scores quite well overall. It seems that Samurai D is seen as a drink to pick up when you want to boost your stamina or motivation. With the samurai image, the can design is quite fitting, and for men, it may invoke the feeling of "Let’s do this!" as they buy it to hype themselves up.
Energy drink enthusiasts often bypass Samurai D and continue with their preferred brands, so this result might be unexpected. But generally, this seems to be the impression.
Monster
And then there’s Monster, which scores poorly... Its lack of flavor options in Japan and weaker domestic promotions have raised concerns about its viability, and it seems that this is reflected in the results. In the survey, it stood out as having the most "stimulating" impression, likely due to the name "Monster" and the claw design, which naturally evoke that association.
However, for other survey items, the results were less impressive (・_・;)
Red Bull
As seen in the graph, Red Bull takes the lead with 53.5%. The association of "Red Bull is the energy drink" and the lack of a dark image is evident in the survey results. Red Bull has relatively low points in the negative aspects across all the survey questions. The famous "Wings" animation commercial that aired in Japan probably helped reduce any negative connotations, as many people likely still remember it.
What Impression Do Each of the Packages Give?
Samurai D
Some even mentioned that the Samurai D design looks "dirty" and joked that it resembles a "ink painting" style. While the design looks good at first glance, personally, I feel it has a somewhat cringe-worthy "chūnibyō" vibe (；´∀｀). However, the silver, red, and black color scheme is great, and if the illustration was sharper instead of an ink painting style, the impression might have been different. So I can understand the survey's comment about the design feeling overly aggressive or intimidating.
Monster
Monster got absolutely trashed in the survey. People mentioned that the "M" claw looks creepy, or that the logo is hard to read. Combined with the black background, the name "Monster" gave off a negative "bad for you" vibe. From women, there were responses like:
“I don’t get it.”
It’s clear that Monster’s unique world didn’t come across well in Japan. It seems like Monster needs to do more promotion locally. If they had conveyed their extreme sports and combat sports themes more aggressively, they might have created an image of strength and danger, avoiding the "I don’t get it" reactions in the survey.
Red Bull
Red Bull came out on top, with its blue and silver colors giving a refreshing image. The packaging is instantly recognizable and doesn’t evoke any fear. The clear color scheme and the logo with the red bull likely made it easy for people to accept. The brand recognition of Red Bull is so much higher than that of the other energy drinks, so many people already have a positive bias towards it.
Since 2001, Energy Drink Maniac has been drinking energy drinks and providing the most detailed reviews of global energy drinks based on firsthand research.
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The collection includes approximately 7,000 types of energy drinks from different countries, sizes, and designs.