· Leaving work to have the energy to put in a good workout or hit the 5-a-side pitch running.
· Meeting friends for a night out and wanting to be on form.
With this new insight into the minds of energy consumers, Red Bull has developed the creative platform ‘Want to Squeeze Today Dry?’ Complimenting the ‘Red Bull Gives You Wings’ platform this will be communicated via 6-sheet poster sites around the UK as well as various in-store POS solutions ensuring 3 opportunities to see for shoppers, making sure they’re educated on the relevance of Energy Drinks.
The creative uses the iconic Cartoon Bull and will illustrate transformation energy, in three different occasions most relevant to the location. These show the early morning transformation from pyjamas into a suit to communicate being set up for the working day, a suit into a gym kit to suggest the wings for the post work sports session and a suit into ‘going out’ so consumers really think about squeezing the day dry.
Chris Carter, Red Bull Brand Manager says: “We have used a clear insight from our Energy Management study and will communicate one consistent message across all types of account so consumers understand just how versatile Red Bull can be.
“To squeeze today dry is a charming and action orientated statement for our target and delivered via simple outdoor media along side a strong point of sale plan means we can speak to and influence people on the move from one moment of the day to the next.”
“We expect the campaign to intensify consumption of existing drinkers and bring in new and lapsed consumers who have the lifestyle which fits with the communication. It is also important we continue to lead the way with retailers on building awareness and educating consumers on the full versatility of the Energy Drinks category through this campaign, helping drive profits for retailers, growing the category and growing their sales.”
Source: Red Bull
