Red Bull
Red Bull
Objective:
Reposition Red Bull as the drink for road trips.
Target:
Road Warriors
Road Warriors are people who pack up their cars in the name of adventure. The only thing between Road Warriors and their destination is the long journey in between. That journey is full of stress, unpredictable travel conditions, and what feels a million gas station bathroom breaks. While Road Warriors have their destination locked in their vision (and their GPS), they appreciate the long road trip for what it’s worth: an opportunity for exploration. However, Road Warriors are not superhumans--they’ll need to revitalize their bodies and minds along the trip. They have their gas station go-to snacks, but Red Bull can replace those.
Strategy:
““For the Road Warrior who feels out of gas mid-road trip, Red Bull refuels them with a flavor-packed energy boost to carry them to their destination.”
”
Big Idea: Whatever It Takes to Stay Awake
Video Spots
Billboard Ads
Packaging
Spotify Playlists
