Many students rely on caffeine from energy drinks throughout the school day. Whether they drink them before school, during the day, or before an extracurricular activity, brightly colored cans and heavily marketed energy drinks have become extremely popular among high schoolers. With all the different flavors and social media advertisements, energy drinks are very appealing to students. Brands such as Celsius, Bloom, and Alani Nu are recognizable among students and consuming them has become part of many of their daily routines. Behind the vibrant packaging lies the truth about the harmful effects they have.\u00a0\u00a0<\/p>\n\n\n\n
Energy drinks are marketed in ways that make them stand out to students. According to sciencedirect.com, \u201cIndustry players are using various marketing tactics to make their drinks appealing to consumers. From developing proprietary formulas that promise enhanced performance and health benefits to using influencers to promote their products on social media and gaming platforms, brands are leaving no stone unturned to catch consumers\u2019 attention in the crowded market. Brands are experimenting with newer flavors to cater to different palates and different segments of consumers.\u201d Companies make their products seem healthy by using clean labels. They claim that their drinks are sugar free, contain no artificial flavors, and use natural ingredients.\u00a0\u00a0<\/p>\n\n\n\n
One popular energy drink brand, Celsius, quickly became a multi-billion-dollar company by making themselves appeal to consumers who focus on their health. According to brandlab.com.au, \u201cThe brand embraced creators, athletes, fitness personalities, and lifestyle voices who were already shaping how audiences thought about performance, health, and aesthetics. This approach was not accidental. It reflected a deep understanding of modern trust.\u201d Creators make the product align with its consumers goals. They put their product in videos related to productivity, wellness, morning routines, and gym clips. Partnering with fitness creators helped built trust with their consumers. They also made their product visually appealing, which worked because it improved how the drinks appeared on shelves, resulting in more people buying them.\u00a0\u00a0<\/p>\n\n\n\n \u201cI really like energy drinks, especially Bloom, because a lot of my friends drink them, but I am also aware that the amount of chemicals and caffeine within them aren\u2019t good for you.\u201d<\/p>Hannah Hosseini (11)<\/cite><\/blockquote><\/figure>\n\n\n\n Bloom is another popular brand of energy drinks among teenagers. According to forbes.com, \u201cThe mechanics behind the growth are deceptively simple according to co-founder and CEO Greg Lavecchia. He attributes it to three things: quality product, attention to community, and the ability to move at the speed of culture. Bloom had already been popular in retail before launching their energy drinks, so when they started producing energy drinks, they were well known, and consumers trusted their products more. \u201cMost importantly, community is the moat at Bloom. Bloom treats its customers like its most valuable influencers, because at scale, they are,\u201d according to Forbes, \u201cWhen a super fan finds a new flavor on a Target shelf before it is officially announced, the Bloom team often DMs them and ships product as a thank you.\u201d\u00a0\u00a0<\/p>\n\n\n\n Many high schoolers are heavily influenced by the marketing of energy drinks. Catie Hoag, a senior at Ponte Vedra High School (PVHS), explained she drinks energy drinks more than coffee because she prefers the different flavors of them. Her favorite flavors include Alani Nu\u2019s Orange Kiss and Bloom\u2019s Crisp Apple. She said that social media affects what flavor she gets. She stated, \u201cIf a seasonal flavor is coming out and I see it all over Instagram, I am more likely to try it.\u201d\u00a0\u00a0<\/p>\n\n\n\n When students see their friends drinking energy drinks, they can get influenced to buy them. Hannah Hosseini, a junior at PVHS, said, \u201cI really like energy drinks, especially Bloom, because a lot of my friends drink them, but I am also aware that the amount of chemicals and caffeine within them aren\u2019t good for you.\u201d She also explained that the marketing behind them influences her to buy them because some energy drinks look healthier than others.\u00a0\u00a0<\/p>\n\n\n\n When teenagers intake an excessive amount of caffeine, they can experience increased heart rate, high blood pressure, anxiety, and sleep problems. According to fda.gov, \u201cFor most adults, the FDA has cited 400 milligrams a day \u2013 that\u2019s about two to three 12-fluid-ounce cups of coffee \u2013 as an amount not generally associated with negative effects. However, there is a wide variation in both how sensitive people are to the effects of caffeine and how fast they eliminate it from the body.\u201d\u00a0\u00a0<\/p>\n\n\n\n A 12 fluid ounce can of Red Bull Energy Drink contains 80 milligrams of caffeine, and a 16 fluid ounce can has 114 milligrams. A 12 ounce can of Bloom Sparkling Energy drink contains 180 milligrams of caffeine. Also, a 12 ounce can of Alani Nu Energy Drink contains 200 milligrams of caffeine. Most students at PVHS drink one can per day, but some drink two in a day on rare instances. Catie Hoag, a senior at PVHS, usually drinks one can per day, but sometimes she limits herself to half a can. Maddie Barry, a senior at PVHS, explained that she also drinks one can per day, unless she has a swim meet, which is when she drinks 2 cans. Seniors Harper Eddings and Nora Rubocki drink one can in a day. These students explained that they usually spend around $3 for each can. Lexi Fitzgerald, a senior at PVHS, said, \u201cI usually drink one can in a day unless I have something important that day. Since its around $3 per can, I usually spend $15 each week on them.\u201d\u00a0<\/p>\n\n\n\n Some students may not be fully aware of the recommended amount of caffeine. Hoag said that she is aware of the caffeine recommendations and tries not to consume energy drinks daily. Nora Rubocki, a senior at PVHS, said that she was not aware of the recommended amount, and consumes more than it without realizing it. Hosseini explained that the amount of caffeine she consumes does not always align with the recommended amount. On days when she does not get enough sleep, she drinks multiple cups of coffee and an energy drink.\u00a0\u00a0<\/p>\n\n\n\n The energy drink industry has expanded immensely. According to statista.com, \u201cSales of energy drinks have increased consistently in the United States in recent years, reaching almost 21 billion U.S. dollars in 2024.\u201d Also, according to marksparksolutions.com, \u201cThe market has transitioned from a niche performance-beverage segment to a mainstream functional-drinks category with broader consumption acceptance.\u201d\u00a0\u00a0<\/p>\n\n\n\n As energy drinks continue to appear in stores and on social media, students make choices of which ones to choose based on their taste and appeal. The marketing of them plays a significant role in which brands to choose. While some students are cautious of how much caffeine they consume, others are less aware of the recommended amounts. As new products show up in stores, energy drinks remain a significant part of a student\u2019s diet.\u00a0<\/p>\n\n\n\n Pictured: Stack of Monster Energy Drinks <\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":" By: Lucia Gabriel Many students rely on caffeine from energy drinks throughout the school day. 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