Beyond the Digital: Energy Drinks and the Revival of On-the-Ground Marketing

December 1, 2025

By: Kaiden Vo

Courtesy of Garv Chaplot via Unsplash

In a world where digital marketing is at an all-time high and only continuing to grow, it becomes easy to overlook the power of in-person strategies. One example of in-person marketing that still persists strongly is on-the-ground marketing, specifically on college campuses, where brand representatives stand at booths, hand out samples, and interact directly with potential consumers. Across university and college campuses such as NYU, Texas A&M, the University of Houston, Arizona State University, and the University of Chicago, students frequently reported encountering these pop-up promotions. Among these giveaway stands, the most prominent brands seen were for energy drinks. Across consumer categories targeting college populations, the energy drink industry arguably benefits the most from these in-person marketing tactics.

Market Status Quo

Energy drinks have continued to surge within the broader beverage industry. The market has reached an all-time high in sales and is projected to keep growing, with the two biggest market leaders being Redbull and Monster Energy.  Redbull has had a strong brand presence for many years, with its memorable, daredevil marketing campaigns focusing on extreme sports and athletes. Monster Energy, meanwhile, has proven popularity in the energy drink market with its decade-long sponsorship deal with the UFC and appeal to niche market communities like e-gamers. 

This rise in energy drink sales, however, reflects more than just smart branding. The growth of this entire market may be attributed to other, broader cultural factors, such as an increasingly fast-paced lifestyle or rising consumerism. But one of the most influential demographics contributing to this market growth has been high school and college students. As a college student, I can personally attest to the allure of caffeine-dense energy during late-night study sessions. My experience can also be supported by data results: 36% of students sampled from a midsize private university reported having an energy drink within the last month. 

Colleges as a Market 

Courtesy of The Jopwell Collection via Unsplash

Exhausted college students are constantly looking for a quick fix to stay alert or just to boost their energy levels, and caffeine can often be a crutch for students looking to stay focused during studying. Energy drink companies understand this demand; College campuses, with their concentrated populations of potential consumers, offer an ideal setting. Yet students are also incredibly busy and unlikely to pause and pay attention to traditional advertising formats like posters or flyers. This is where energy drink brands use their first major tool: free giveaways.

By tapping into the stereotypical broke college student experience, energy drink companies immediately capture the attention of this demographic with the promise of free products. Everyone enjoys freebies, but the lower buying power of college students (a large percentage of whom lack stable income) makes these giveaways seem ever the more enticing. The second tool these companies use is scarcity marketing. These giveaways are typically short, limited, first-come-first-served events. Scarcity encourages students to act quickly and engage before supplies run out. 

Of course, although students may want these free products, it does not necessarily guarantee sales for energy drink beverages. So do these giveaways effectively bridge the gap between brand awareness and actual sales?

Taste-Driven Brand Loyalty 

Brand loyalty is an incredible driver for sales across many industries, and the energy drink market is no exception. Once consumers find the brand they prefer, brand loyalty makes consumers less willing to switch to new options. For energy drinks, this loyalty often centers on taste. In an interview with an NYU student, they said, “I drink primarily Monster, mostly because it is the brand that tastes the best”. In another interview with a Texas A&M student, they also said taste was the most important factor, adding that they “cannot feel the difference between caffeine content” of different energy drinks. 

Other factors, such as health benefits, may still play a role in energy drinks purchase likelihood (brands like Alani specifically target the health-conscious niche of the market). Nonetheless, based on these select interviews, taste and the association of a specific taste to a brand are the most significant decision-making factors. 

With this in mind, free giveaways are a great way to expose new consumers to the taste of a company's energy drink. Once introduced, these companies could hook new groups of loyal customers who discover a flavor they like. The on-site competition between different brands giving out their respective products represents them seizing the opportunity to prove taste superiority to college students. Brands are able to capitalize on new energy drink consumers and secure themselves a student who will become a loyal consumer. They can also potentially convince students already attached to a different brand by giving them the chance to try a free alternative to their normal go-to energy drink. Behind the simple giveaways, there is a constant war between competitors to prove to consumers that their drink has the most appealing taste. 

Why not Digital? 

Courtesy of Mariia Shalabaieva via Unsplash

Digital marketing is the current biggest trend in the marketing industry, so why is in-person advertising still important? Although the digital world is a space that allows for an incredible amount of impressions and often incredibly targeted advertisements, it is also oversaturated with these ads. Attention spans online are quick. An ad must catch a consumer's attention within the first couple of seconds before they scroll on. In-person marketing offers the chance to escape the clutter of the digital world. They cut straight to the consumer. As college students walk past these giveaways, they have a much longer time to decide whether or not to engage. Logistically, it is also more cost-effective to distribute items to multiple people in person than to do so online. Digital marketing is an essential new tool for companies to utilize, but it is not a one-size-fits-all solution for all campaigns. In-person marketing campaigns should not be forgotten as digital marketing continues to grow. 

Whether “honest” or “deceitful,” modern propaganda’s power is growing. Propaganda has always tried to prod people in certain directions. Rapidly, we may never notice we’re being moved. 

---

Kaiden Vo is a Freshman studying Marketing at NYU Stern. He enjoys psychology, math, and watching sitcoms. He also loves passionately defending his food opinions.