Competitor Product : Mizone
Advert : https://youtu.be/UQTxwdPRGoA
Media Language
Mizone is an Indonesian isotonic drink launched in 2005. The narrative code of the advert is that athletic young people playing hoverboards made their activities more fun by consuming their product. It is shown in a shot that some kids and an old man is invited in a fun dancing scene with the young people, implying that this drink is for everyone of all ages. The fast camera movements give bursts of energy into the audience as it films the crowd dancing on their hoverboards with stunts. The mise-en-scene of the advert shows a happy atmosphere by the clear and bright blue sky, along with the actors' optimism and the bright colored costume that they wore. Most of them wore blues, which is the main color palette of the brand which could also represent popularity, productivity and athletics. Some of them also have brightly colored hair, implying youth and creativity, a common stereotype expected for young people. The sound used as the background music was a popular hype-beat music at the time, No Money by Galantis, building more of that energetic vibe into it.
Representation
The representation of young people, adults, kids, and the elderly of being able to have fun and being able to project it through drinking the Mizone energy drink. This product is mostly purposed to appeal to young adults audiences as it is the point in people's lives to the most active and spending more energy in. In this brand, it is stereotyped for mostly young adults to consume the product.
Audience
The target audience is people of all ages who needs excitement in their life in their own way as told in their slogan "My spirit, My way". They encourage the audience to add more spirit into their life by consuming their product shown by the actors dancing after drinking the product. The audience are guaranteed a new spark in their life from the product. Audiences may interpret the meaning of the product as a fun drink to enjoy for events everyone.
Industry
This product contributes to their circulation/distribution by having another big successful product in their brand which is Aqua, the most well-known and widespread water brand in Indonesia, Thailand, and other parts of Asia. Modern technology is a factor of this advert as shown by the hoverboards used as a prop to show fun and excitement.
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