Red Bull's objective is to provide an energy drink that gives consumers extra boost to achieve their goals. Its advertisements portray that Red Bull can help people accomplish anything, from winning a marathon to getting off a deserted island. The target audience seems to be active and ambitious people who want to make something of themselves. The message theme is that anything is achievable with Red Bull. However, Red Bull settled a false advertising lawsuit for $13 million since it provides less caffeine than a coffee and may not actually "give you wings" as claimed.
Red Bull has the world's best marketing campaigns, this is a humble effort to evolve a creative campaign in India which would reach out to its targeted customers in a way that this event becomes a memorable happening for many. Thus creating our customers, into a fan base.
Red Bull has the world's best marketing campaigns, this is a humble effort to evolve a creative campaign in India which would reach out to its targeted customers in a way that this event becomes a memorable happening for many. Thus creating our customers, into a fan base.
How to replace Red Bull in Europe within 3 years?Simon Daspe
Business case during the Final Round for the European Graduate Programme from Red Bull in 2013.
Only one night, to answer to this simple question:
How to replace Red Bull in Europe within 3 years?
One area many CPG brands have begun seeing success is through capturing User Generated Content, and getting consumers to participate in their promotional programs. By inviting the people who already love your brand to help tell your story—through pictures, videos and posts—you can increase overall awareness with other like-minded customers without having to invest heavily into brand produced content. Offerpop dives in with 11 top-notch examples!
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
How to replace Red Bull in Europe within 3 years?Simon Daspe
Business case during the Final Round for the European Graduate Programme from Red Bull in 2013.
Only one night, to answer to this simple question:
How to replace Red Bull in Europe within 3 years?
One area many CPG brands have begun seeing success is through capturing User Generated Content, and getting consumers to participate in their promotional programs. By inviting the people who already love your brand to help tell your story—through pictures, videos and posts—you can increase overall awareness with other like-minded customers without having to invest heavily into brand produced content. Offerpop dives in with 11 top-notch examples!
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
2. Red Bull Energy Drink
The Objective:
Since 1980’s RedBull energydrinkhasbeencateringtoa
target marketthatneedsa mid-daypick-me-up.The company’s
mainobjective istoprovide anenergydrinkthatkeepsyougoing
an ultimately“givesyouwings”toachieve yourgoals. Manyconsumers have seenthe commercials,
rangingfromanimated cartoonsgrowingwingsafterdrinkingredbull, toacollage of sport/musicevents
that RedBull sponsors.Thistype of advertisingcreatesasense of adventure,anddeterminationina
consumerwhodrinksthisenergydrink.Itgivesconsumersthe ideathatwhentheydrinkthisenergy
drinkthat can do anythingwhetherit’samarathon,orgettingoff a desertedisland. The adsare
intendedtoconvince itsaudience thateventhoughtheymayhave itinthem, RedBull energydrinkscan
helpboostthemintoanotherdimensionsothattheycan be numberone inanythingthattheyare trying
to accomplish.
The Target Audience:
The audience thatseemstobe intended toisthose wholive anactive/gogetter lifestyle.
ResearchingcommercialsthroughYouTube.com,youcanobviouslytellthatthese are gearedtoward
those whowantto make somethingof themselves.Take forexamplethe mostrecentcommercial of a
fortune tellerwhoisgivingamana palmreadingexplainstohimamazingthingsinthe future,ashe
takesback hishand he says“You can tell all thatfrommy hand.”To thenthe Fortune tellerstates,“Yes,
but notthishand, yourotherone.”As the view panstohis otherhandhe is holdingaredbull energy
drinkcan. Thisnot onlysignifiesthatthisisintendedforthose whowanttodogreat things,butit also
suggeststhatthe ads are beingtargetto anyone of anyage, location,orsex. Whengoingmore in-
depthwitheventsthatRedBull sponsors,youthen realizethatmanywhoare currentlyusingthis
energydrinkare portrayedas veryhappy,andverydiverse.Sportingeventscoordinatedbythis
companyinclude mountainbiking,motorcycles,snowboarding,surfingandmuchmore. Thissuggests
that a dare-devil attitude,andthe mindsettotake a riskis a mustto be on the RedBull team.
The Message Theme:
KeysideasforadvertisementscreatedbyRedBull EnergyDrinkare that anythingcan be
achievable if youdrinkthe product.Commercialsare usedtoconveythatwiththe right energydrink
(Theirenergydrink) youcandowhateveritisyour little heartdesires.
Rational/Emotional Reasons:
It can helpyouachieve goalsbyprovidingyouwithextrasupport
It isaffordable
It can change your life forthe better
3. Taurine isusedinsteadof caffeine,whichisproventoprovide more alertnessandfocus
The Support:
Alongwiththe message theme,consumerscanquestionhow itcanmake these “reasons”
happenforthem.Because RedBull mainlyusesananimated/cartooncommercial,andnotreal
individualsitcansometimesbe justthat,unreal.ButRedBull ascome out of the woodworkswithmuch
supportfor theiranimatedads. Take the actuallyeventssponsoredbythe company.Thissupport
includesindividualsdoingimpossiblemovesandconqueringhuge goals.Thisagainshowsthatanything
ispossible withthe rightamountof energyandsupport.Unlike manyotherenergydrinks,RedBulls
create a more realisticapproachtothe “energy”that itwouldcreate ina consumer’slife. Whenlooking
at otherenergydrinkcompanies,suchas,Monster,theyhave commercialsthatconveypeople who
drinkthiswithgreenseyesandcrazyamountof energy,yesthisiswhatthe product issupposedtodo,
but forwhat purpose,toprovide amuch neededcaffeineboost?RedBull explainstoitscustomersthat
it isthere to assistwithTHEIR goals.I thinkthisisreflectedbettertothe customer. Ittellsthe customer,
look,it’snotgoingto make you full of energyfornothing,there isa purpose.
The Constraints:
Unfortunately,there wasalawsuitsettledfor$13 millioninafalse advertisingclaimonRedBull.
The plaintiff arguedthatthe amountof caffeine inthe drinkishalf thana whole cupof coffee,whichis
true consideringthe companyusestaurine,anaminoacid,asthe mainingredientforenergynot
caffeine. ButasstatedRedBull may not “give youwings”,whenitcomestothe amountif energyyou
may or may notexperience.
4. References:
ChaseandHolcombe.(May21, 2008). MonsterEnergy DrinkCommercial FeaturingDIECAST.Retrieved
From https://www.youtube.com/watch?v=Ln8_AUCIkAw
Pinkham,C.(2014, October5). RedBull Settles$13 MillionLawsuitOverFalse Advertising.Retrieved
April 5, 2015, from http://kitchenette.jezebel.com/red-bull-settles-13-million-lawsuit-over-false-adverti-
1642741312
RedBull.(Dec26, 2014). Fortune Teller –RedBull Commercial 2015. RetrievedFrom
https://www.youtube.com/watch?v=dy7q-1HvOQQ
RedBull GivesYou Wings - RedBull.com.(n.d.).RetrievedApril5,2015, from
http://www.redbull.com/us/en
Yohn,D. L. (Photographer).(2014,April 23). Why RedBull LovesitsHaters[PrintPhoto].Retrievedfrom
http://deniseleeyohn.com/wp-content/uploads/2014/04/Red-Bull.jpg