Comparative Effects of Co-branding Types on Energy Drink Brand Youthfulness: Entertainment IPs, Sports, and Culture Themes

Jiayu Xie

doi:10.54097/9hec0h62

Authors

Jiayu Xie Guangzhou SCA School, Guangzhou, Guangdong Province, 510555, China

DOI:

https://doi.org/10.54097/9hec0h62

Keywords:

Co-branding, Brand rejuvenation, Emotional Resonance, Experiential Marketing.

Abstract

The energy drink market is one of the fastest growing segments in the beverage industry, with younger generations such as Gen Z and Millennial becoming the core consumer base. To maintain competitiveness and achieve brand rejuvenation, more and more energy drink brands have adopted co-branding strategies. This study explores the impacts of different types of co-branding—specifically with entertainment IP, sports events, and cultural themes—on the brand youthfulness. Also, with the use of a mixed method approach that includes case studies of industry leader Red Bull and Monster Energy, along with consumer survey data and analysis, the research identifies emotional resonance as the strongest driver of purchase decisions. In addition, the finding reveal that Red Bull focuses on long-term, ownership-based partnerships in sports, Monster Energy engages more frequently in cultural and entertainment collaborations. Overall, the study concludes that co-branding is an effective strategy for enhancing brand youthfulness, if partnerships should be selected based on emotional alignment with youth audiences and focused on experiential marketing tactics.

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