RED BULLMARKET STRATEGYCLINTON JAMES, LEILA JETT, JAMON JOHNSON, AND TORI PATTISON

Review of the Problem and Methodology• Negative connotation related to

"Red Bull gives you wings"• Accidents and lawsuits• $13 million dollars against current slogan

• Health concerns• $85 million dollar suit for heart attack

• 100 surveys• 50 in-person• 50 using Survey Monkey

Current and Proposed Messaging

Current Messaging

• “Take Charge” was the most popular slogan• “Take Charge” was described as powerful,

edgy, and exciting• People who are older than 35 are less

likely to drink Red Bull• 64% of those surveyed said the slogan

would influence their purchase decision• Nearly 80% of women interviewed did

not drink Red Bull.

Survey Results

Preferred Slogan

WingsChargeHorns

Time of Day

MorningMiddayNight

Age Range

Under 3535 & older

Gender

MaleFemale

Recommendations• Messaging should be concentrated on

morning and midday energy boosts• Gear more messaging towards women • Convert morning coffee drinkers to Red Bull

consumers• Change the slogan and messaging to "Take

Charge"