Red Bull Marketing Campaign
Red Bull, the iconic energy drink, is positioned as an energy boost of extreme athletics. We envision extending extreme lifestyle marketing to high achievers of every category- work, education, parenting. We aim to position Red Bull as the preferred energy drink for individuals leading extreme lifestyles, offering the necessary energy boost to tackle daily challenges. We will foster brand loyalty by establishing an emotional connection with consumers through relatable storytelling and mundane experiences. This will increase brand awareness and engagement among the target audience through our targeted marketing campaign.
Market Analysis:
- The energy drink market continues to grow, driven by consumers seeking quick energy boosts to enhance performance and combat fatigue. On socials currently, Redbull is branded to be targeting athletics and people involved in extreme sports- similar to its competitor Monster.
- According to a survey by Mintel, 47% of energy drink consumers use them to improve their energy levels during busy days.
- Everyday individuals, including students, working professionals, parents, and busy individuals, often face physical and mental exhaustion due to their demanding lifestyles.
Target Audience:
Demographics: Broad audience including students, working professionals (age range 18-45), parents, and individuals with demanding lifestyles.
Psychographics:
- Umbrella audience: Individuals with busy schedules who need a quick energy boost to stay alert and focused throughout the day.
- High achievers (students/workers): Pushing themselves to excel in their studies, careers, or personal pursuits.
- Parents: Juggling multiple responsibilities who seek energy to keep up with their children and daily tasks.
Behaviors:
- Lead active lifestyles, engaging in sports, fitness activities, or mentally demanding tasks, like work, school, managing different things.
- Feelings of having your hands in multiple places at once, working, being productive, driving, etc.
- Seek convenient solutions to maintain energy levels and productivity.
- Value brands that understand their needs and offer products that align with their busy lifestyle.
Mind Map:
Moodboard:
We are inspired by the everyday places to visually show the audience who this is for and where energy can be enhanced in their everyday challenges.
Sketches:
The deliverables we are moving forward with include a billboard advertisement to connect the current theme of Red Bull's marketed audience with our new audience, Instagram Posts to depict the everyday places of our audience alongside benefits with curated language, an in-store set up to grab the attention of shoppers, and a complementary can and coaster design.
Work in Progress:
In the studio, we took pictures for our Instagram Posts and mockups as well as starting our motion graphic piece.
Instagram Post:
The first frame photographs promote the idea that individuals with busy lives go through their own "extreme" tasks, and Red Bull can help them get the job done.
The posts will focus on the office worker/student working hard on a project and the single mother getting through her and her child's morning routine.
Post Designs:
Post Designs Mockup:
Can Design:
Coaster Designs:
Coaster Mockups:
Package Design:
YouTube Ad:
In Store Display:
This display would be present in a grocery store. It includes a pyramid of drinks, a visually stunning presentation of the can design, and an everyday man cardboard cut out. The purpose is to get everyday customers to interact with the display.
