Sarah Lux

4/4/2015

MKT 245

Creative Brief – Red Bull

Red Bull Energy Drink

The Objective:

Since 1980’s Red Bull energy drink has been catering to a target market that needs a mid-day pick-me-up. The company’s main objective is to provide an energy drink that keeps you going an ultimately “gives you wings” to achieve your goals. Many consumers have seen the commercials, ranging from animated cartoons growing wings after drinking red bull, to a collage of sport/music events that Red Bull sponsors. This type of advertising creates a sense of adventure, and determination in a consumer who drinks this energy drink. It gives consumers the idea that when they drink this energy drink that can do anything whether it’s a marathon, or getting off a deserted island. The ads are intended to convince its audience that even though they may have it in them, Red Bull energy drinks can help boost them into another dimension so that they can be number one in anything that they are trying to accomplish.

The Target Audience:

The audience that seems to be intended to is those who live an active/ go getter lifestyle. Researching commercials through YouTube.com, you can obviously tell that these are geared toward those who want to make something of themselves. Take for example the most recent commercial of a fortune teller who is giving a man a palm reading explains to him amazing things in the future, as he takes back his hand he says “You can tell all that from my hand.” To then the Fortune teller states, “Yes, but not this hand, your other one.” As the view pans to his other hand he is holding a red bull energy drink can. This not only signifies that this is intended for those who want to do great things, but it also suggests that the ads are being target to anyone of any age, location, or sex. When going more in-depth with events that Red Bull sponsors, you then realize that many who are currently using this energy drink are portrayed as very happy, and very diverse. Sporting events coordinated by this company include mountain biking, motorcycles, snowboarding, surfing and much more. This suggests that a dare-devil attitude, and the mind set to take a risk is a must to be on the Red Bull team.

The Message Theme:

Keys ideas for advertisements created by Red Bull Energy Drink are that anything can be achievable if you drink the product. Commercials are used to convey that with the right energy drink (Their energy drink) you can do whatever it is your little heart desires.

Rational/Emotional Reasons:

It can help you achieve goals by providing you with extra support It is affordable It can change your life for the better

Taurine is used instead of caffeine, which is proven to provide more alertness and focus

The Support:

Along with the message theme, consumers can question how it can make these “reasons” happen for them. Because Red Bull mainly uses an animated/cartoon commercial, and not real individuals it can sometimes be just that, unreal. But Red Bull as come out of the wood works with much support for their animated ads. Take the actually events sponsored by the company. This support includes individuals doing impossible moves and conquering huge goals. This again shows that anything is possible with the right amount of energy and support. Unlike many other energy drinks, Red Bulls create a more realistic approach to the “energy” that it would create in a consumer’s life. When looking at other energy drink companies, such as, Monster, they have commercials that convey people who drink this with greens eyes and crazy amount of energy, yes this is what the product is supposed to do, but for what purpose, to provide a much needed caffeine boost? Red Bull explains to its customers that it is there to assist with THEIR goals. I think this is reflected better to the customer. It tells the customer, look, it’s not going to make you full of energy for nothing, there is a purpose.

The Constraints:

Unfortunately, there was a lawsuit settled for $13 million in a false advertising claim on Red Bull. The plaintiff argued that the amount of caffeine in the drink is half than a whole cup of coffee, which is true considering the company uses taurine, an amino acid, as the main ingredient for energy not caffeine. But as stated Red Bull may not “give you wings”, when it comes to the amount if energy you may or may not experience.

References:

ChaseandHolcombe. (May 21, 2008). Monster Energy Drink Commercial Featuring DIECAST. Retrieved From https://www.youtube.com/watch?v=Ln8_AUCIkAw

Pinkham, C. (2014, October 5). Red Bull Settles $13 Million Lawsuit Over False Advertising. Retrieved April 5, 2015, from http://kitchenette.jezebel.com/red-bull-settles-13-million-lawsuit-over-false-adverti-1642741312

Red Bull.(Dec 26, 2014). Fortune Teller – Red Bull Commercial 2015. Retrieved From https://www.youtube.com/watch?v=dy7q-1HvOQQ

Red Bull Gives You Wings - RedBull.com. (n.d.). Retrieved April 5, 2015, from http://www.redbull.com/us/en

Yohn, D. L. (Photographer). (2014, April 23). Why Red Bull Loves its Haters [Print Photo]. Retrieved from http://deniseleeyohn.com/wp-content/uploads/2014/04/Red-Bull.jpg