RED BULL CREATIVE STRATEGY BRIEF Team Red Bull #5

Bailey Leaf Lu Ribe Schafer Weiss

CURRENT SITUATION Where does the brand find itself today? Red Bull s leadership is declining in the maturing and crowded functional energy beverage category. Although new entrants are expanding the category, Red Bull s share has declined more than 30% since 2001. Red Bull has also oversaturated the market, eroding its differentiated premium and ability to make an impression. MARKET OPPORTUNITY What is the problem/opportunity that the advertising must solve? y Strengthen the differentiating message: Red Bull delivers more than just energy (concentration, performance, and elevated mood to reclaim your best self) Simply reinforce the brand s original category leadership position

ADVERTISING OBJECTIVES What are the goals of the campaign and how will we measure its success? Elevate the brand from functional to emotional, strengthening the Red Bull-self connection with both existing energy beverage consumers and new category entrants. The campaign s success will be measured by an increased volume share of requirements (SOR) and incremental unit sales among new and existing users. The advertising objectives of this campaign are to: y Reinforce Red Bull s unmatched ability to reclaim your best self (by delivering energy, concentration, performance, and elevated mood) y Define original moments where only a Red Bull will do TARGET AUDIENCE Who am I talking to? y y Mostly men ages 18-39 (bulls-eye 25) who are challenge-seeking go-getters that have a zest for life and want to enhance their physical and mental states and succeed in all aspects of it. They understand the functionality of energy drinks, but are brand promiscuous because they seek instant gratification and don t perceive meaningful and valuable differences between brands. They aspire to be trend-setters and leaders within their peer groups, but need an extra boost of energy and confidence to feel completely in control.

CONSUMER INSIGHT What is the insight we have into our consumer? I want all of my brain cells blazing so that I can be confident and fully me with everything I do. Actual heavy energy-beverage user BRAND PROMISE What is the promise we need to communicate? Red Bull gives you wings to rise above daily challenges and reclaim your best self. REASON TO BELIEVE What is the support for our promise? Red Bull is powered by a potent formula of energy-boosting ingredients that reactivates the natural you, elevating body and mind. ADVERTISING TONE What is the tone and manner that the advertising should reflect? y y y y Witty with an edge Aspirational and energizing Extreme but relatable Consistent and simple