“Red Bull Give You Wings”
It all begins with a class project on Brand Management for my Marketing Certificate Degree at Seattle University.
The project requires creating a new product to reposition the brand image.
My team chose to represent Red Bull as the brand attempting to reposition the brand image.
Challenge: The Brand Image of the Red Bull is Widely Implanted and Celebrated.
Red Bull's brand image is a successful example of a brand image and personality widely implanted and accepted in the market.
The brand image is also deeply rooted in the community culture, representing people who challenge their physical limitations in extreme sports, live music festivals, events, etc.
Solution: “We give our new customers and old friends the same wings”
When the industries are chasing after the needs and wants of uprising new generations, and yes, we recognize the importance of staying relevant.
A new product is needed to invite old friends who consumed Red Bull energy drinks when they were participating in extreme sports or high-energy events in the past but not anymore when their lifestyles changed.
The physical needs of this specific part of our community will love and appreciate an energy drink with herbal or plant-based ingredients that slow the rise in energy.
Ingredients include Ginseng, Blacktea, Matcha, Guarna, and Antioxidants.
We created this new product, “Red Bull Natural” (the visualizer is attached below). According to marketing research, “health-conscious” and “natural ingredients” are words that are on the uprising demand sweeping the majority of markets across industries, if not all.
The new product will not only answer the younger generation’s needs and preferences in energy drinks but also be plant-based, as the main ingredients are perfect for Red Bull lovers who were with us back in their days.
More.
Even though this was a school project, everyone was involved as if we were pitching this idea to the Red Bull executive board. For the full presentation, click the button.