Energy drinksBetter-for-you soda and sparkling waterOutdoor apparel
Nearness is mutual affinity between the two audiences in Qloo. The layout is a projection and the distances are approximate; the numbers are in the table. Lines join each brand to its nearest audience and every pair at 0.95 or more; thicker is closer. Bigger dots are better known (Qloo popularity).
Ranked within the 3,957 cells where all three have a reading; blank elsewhere. Leads means over-indexes most relative to its own national pattern, not the most fans.
Red Bull: leads 928 cellsMonster Energy: leads 709 cellsCelsius: leads 1,241 cells
| Market | Leads there |
|---|---|
| Los Angeles | Monster Energy (10 of 15 cells) |
| Boston | Celsius (15 of 15 cells) |
| San Francisco | Red Bull (14 of 14 cells) |
| Dallas | Celsius (14 of 14 cells) |
| Seattle | Red Bull (11 of 13 cells) |
| Minneapolis | Celsius (12 of 12 cells) |
| Washington DC | Celsius (12 of 12 cells) |
| Sacramento | Monster Energy (5 of 11 cells) |
| Tampa | Celsius (11 of 11 cells) |
Each brand's national Qloo heatmap, re-ranked by percentile within the cells all three carry, as the pair map does. A cell goes to the brand with the highest percentile there and stays blank when none reaches its own top half. 80 of every 100 coloured cells share their leader with most of their neighbours, so these are regions, not scattered points. Three brands, not the whole aisle: with all nine, the brands with the biggest maps decide most cells (see /audit).
Click two brands to compare their audiences.
| Brand | Closest audiences (mutual affinity) |
|---|---|
| Red Bull | Monster Energy 0.97, Rockstar 0.93, ZOA Energy 0.79 |
| Monster Energy | Red Bull 0.97, Rockstar 0.96, 5-hour Energy 0.78 |
| Celsius | Bang 0.83, Reign 0.82, C4 Energy 0.79 |
| Rockstar | Monster Energy 0.96, Red Bull 0.93, Reign 0.76 |
| Bang | Reign 0.89, C4 Energy 0.87, ZOA Energy 0.85 |
| C4 Energy | Bang 0.87, ZOA Energy 0.81, Reign 0.80 |
| Reign | ZOA Energy 0.91, Bang 0.89, Celsius 0.82 |
| 5-hour Energy | Monster Energy 0.78, Rockstar 0.76, Bang 0.75 |
| ZOA Energy | Reign 0.91, Bang 0.85, C4 Energy 0.81 |
Not in Qloo as a brand: Alani Nu, Ghost, Prime.
Each brand but the last was scored against all the others in one Qloo call (8 calls, cached). Same-type affinity in Qloo is symmetric, so where a pair has two readings (one from each call) its number is their mean. Distance is 1 minus affinity, projected to two dimensions by classical multidimensional scaling in code; no model is involved. Projection stress 0.14 (0 would be exact). Qloo's fallback values are never used.
| New York | Celsius (8 of 10 cells) |
| Denver | Red Bull (9 of 9 cells) |
| Pittsburgh | Monster Energy (5 of 9 cells) |