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- Energy drink companies “facing significant public and legislative pressure over product safety” (associationsnow.com, 2013)

- Negative articles regarding energy  drinks in the media

- Critics from politicians, scientists, parents etc.

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Energy drinks
What is the impact on enery drink companies as a result of negativity surrounding energy drinks?

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Meaning: The union of lobbyists is more powerful than most politicans. Politicans get forced by them to act and vote as they tell them. The image is a exaggerated picture of the lobbyists mightiness and at the same time it shows how politicans cannot decide on their own and get treated by lobbyists behind them as marionettes.

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Media is the main means of mass communication (television, radio, newspapers, social media).

They are an important stakeholder to the issue, as companies, consumers and scientists can all publish information whether that is negative, positive or neutral. Whenever one of these sources decides to publish negativity on energy drinks, it could spread fast. The media could therefore possibly have a large impact on energy drink companies surrounding negativity on energy drinks, as they would be the main means of communication to spread this negativity.

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Supermarkets are important stakeholders. They use a lot of framing in their campaigns, because they want to sell the most possible. The more they sell, the more profit. The stop of selling energy drinks in supermarkets, should be really bad for the energy drink companies.

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The government is a big stakeholder in the issue about energy drinks. The government is really powerfull and can make laws against energy drinks or put an age restriction  on buying it.
The government will try to prevent people from getting health issues for drinking too much energy drinks. Because it will cost them a lot of money. That's why they're talking about setting an age restriction on buying energy drinks or prohibit them.

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Most health organisations/scientist are against energy drinks because of unknown long-term effect on one’s organism. Even though there is not enough research done to proof the harm of energy drinks it is being tried to prevent people from drinking them. However, energy drink companies are not largely influenced by that. According to the statistics provided by two of the largest energy drink companies (Red Bull and Monster) their sales have been increasing since 2012.

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1. Energy drink companies [organisations] (Max)

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1. Energy drink companies [organisations] (Max)

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The two major energy drink manufacturers; Red Bull and Monster are of course practicing frames. The bottom line is that, of course, both companies try to divert the attention from the fact that their products aren't the most healthy ones. Red Bull is more transparent than Monster regarding the ingredients used in their products, this also leads to the fact that Red Bull has to do a lot more framing on their website. Monster on the other hand is not transparent about their ingredients at all. Red Bull succeeds very well in spinning the story and explanation of their ingredients, putting the focus on the fact that other drinks contain caffeine as well and taurine is a natural substance and is in everybody's body. Monster is mostly using selection regarding framing, not showing their ingredients and putting the focus on all the good things they are organizing and sponsoring.

Narratives are also used by energy drink companies, especially Red Bull. Red Bull uses a very positive nesarrative through their ad campaign; Red Bull gives you wings. This campaign indicates that the drink will give you the "energy to fly" ergo; give you wings.

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1. Energy drink companies (organisations)
2. Health organisations
3. Media
4. Governments
5. Supermarkets
6. Lobyists

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1. Energy drink companies (organisations)
2. Athletes
3. Nutricians
4. Parents
5. Children/Adolescents
6. Doctors
7. Government
8. Sport clubs
9. Supermarkets
10. Gas stations
11. Night clubs/festivals
12. Health organisations
13. Lobyists
14. Sugar industry
15. Consumers
16. Factories
17. Employees
18. Media
19. Schools
20. Alcoholic drink manufacturers