How Brands Market to Teens
- healthystudyhabits
- Dec 15, 2025
- 2 min read
Written By: Jasmine Xu
According from the National Library of Medicine, marketing of energy drinks is distinctly different from that of other highly caffeinated beverages. The main difference is that energy drinks are often targeted toward children and youth through carefully designed advertising campaigns as well as sponsorship of events. Children and youth are notorious for making poor health choices. They can hardly be expected to make appropriate decisions about consuming energy drinks when information on caffeine concentration and appropriate safe amounts is not visible on these products (MacDonald et al., 2010).
The Journal of Health and Biomedical Law states that energy drinks are also the most popular supplement for teens and young adults, with over 30% of teens between ages twelve and seventeen consuming energy drinks on a regular basis. And, despite the negative health consequences that face adolescents through the use of these products, energy drink companies continue to market their products to this demographic of customers (Driscoll, 2023).
Study:
A 2025 study held by Medical & Life Science News followed eight single-gender groups from ages 9-14 and their reactions to energy drink marketing.
Children easily distinguished soft drinks, EDs, and sports or hydration drinks in the sorting exercise, and spontaneously cited taglines (“Red Bull gives you wings”), YouTube or TikTok placements, gaming tie-ins, and sports sponsorships (e.g., Formula 1 (F1) and athlete endorsements). Many believed bright colors and novel can designs are deliberately crafted to attract young buyers.
Ingredient awareness centered on caffeine and sugar, though specific amounts were unclear; labels were seen as hard to read. Perceived risks included addiction, insomnia, diabetes, and “heart problems,” with a few citing news of rare severe events.
Some children also recalled stories of fatalities linked to excessive consumption reported in the media. Crucially, children drew a sharp line between caffeinated EDs and caffeine-free “hydration drinks,” especially PRIME Hydration, which they associated with sports, wellness, and “healthier” choices despite limited understanding of sweeteners or vitamin dosing.
Social influence was also strong. Peers and family normalized trial and repeat use, and carrying a popular brand could feel “cool.” Taste, especially “sweet,” “vibrant flavors,” was a primary motivator.
Access patterns emphasized convenience stores and price. Students knew own-label cans were cheaper, sometimes cheaper than bottled water, and discussed brand loyalty versus bargain hunting. Some reported online purchasing with little age verification and informal resale (“black-market” flipping) among peers (Malesu, 2025).
Ghost and Prime Energy have received the most significant amount of public scrutiny. Ghost has received backlash for using candy brands popular among children and young teens, including Swedish Fish, Bubblicious, Sour Patch Kids, and Warheads to flavor and package energy drinks and supplements that are only intended for adults. Ghost also targets children with deceptive and unfair marketing by using influencers popular amongst children, such as FaZe Clan, whom specifically caters to boys between the ages of thirteen and seventeen.
In addition, Prime Energy, founded by YouTube creators Logan Paul and KSI, have received backlash for selling their caffeinated and non-caffeinated products in nearly identical cans, leading to children easily purchasing and consuming the caffeinated products (Driscoll, 2023).
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