Red Bull Editions

LAUNCHING PRODUCT DIVERSIFICATION WITH A CATEGORY GIANT

In 2013, Red Bull, the world’s leading energy drink brand, launched the Red Bull Editions line in the United States, a strategic extension designed to expand its product portfolio, capture new consumer segments, and drive incremental growth in the highly competitive energy drink market.

Clear Objectives

  • Product Diversification: Expand Red Bull’s product portfolio with flavor variations that retain the brand’s energy-boosting benefits.

  • New Consumer Acquisition: Attract flavor-seeking consumers who may not prefer the classic Red Bull taste.

  • Category Leadership: Reinforce Red Bull’s leadership by offering an innovative flavor range, enhancing brand perception as a trendsetter.

STRATEGIC PAID MEDIA ROLLOUT

With my team at Carat as the brand’s U.S. media agency of record, I led the paid media planning, development, and execution for the Red Bull Editions launch in April of 2013. This strategic initiative was critical to the brand's expansion into flavor-driven energy drinks, targeting new consumer segments while reinforcing Red Bull’s dominance in the energy drink category. By combining paid media efforts with Red Bull’s on and off-premise tactics, we were able to complement a robust, 360 plan to support the launch.

  • Out-of-Home Advertising

    • Deployed over 3,000 billboards across major U.S. cities, including Los Angeles, New York, Chicago, Dallas, Denver, Minneapolis, and Houston.

  • Digital and Social Media Campaigns

    • The campaign featured digital takeovers on platforms like YouTube, Pandora, Spotify, and Thrillist, complemented by social media content, coordinated through Red Bull’s creative team, to engage online audiences.

  • Innovative Display Advertising

    • Red Bull partnered with Addroid to create a rich media banner ad that incorporated video and sound, enhancing user engagement through interactive content.

  • Sampling and Trial: Extensive sampling programs in key markets allowed consumers to experience the new flavors firsthand.

  • Retail and Distribution Strategy: Strong partnerships with retailers ensured prominent shelf placement and point-of-sale visibility.

EDITIONS SHAPED SHAPED RED BULL’S APPROACH TO PRODUCT INNOVATION

The results changed Red Bull’s approach to product innovation forever. Through the successful launch of Red Bull Editions’ first three flavors, this paved the way for further expansion in the flavor category with the brand now supporting nine different flavor variants.

  • Optimal Awareness Levels: Achieved awareness levels of 50%+ through strategic channel mix and consumer insights.

  • Successful Consumer Adoption: The Red Bull Editions achieved strong trial and repeat purchase rates within the first year.

  • Enhanced Brand Equity: Red Bull reinforced its image as an innovative brand that listens to consumer preferences.

  • Category Growth: The Editions contributed to overall category growth, driving incremental sales for Red Bull and the energy drink segment.

Product Messaging