CHANGING BRAND PERCEPTION

For years, Red Bull relied on the same media placements, focusing on efficiency but struggling to stand out with its traditional cartoon-style ads. That changed with the launch of the World of Red Bull campaign, which transformed the brand's image by showcasing its diverse presence beyond action sports.

Our goal was to highlight the brand's depth and connect with consumers across various interests.

To achieve this, my media team and I collaborated and delivered:

• Strategically mapped out national paid media opportunities that embedded Red Bull into the heart of pop culture for the first time in brand history. This included:

  • Strategic prime placements in iconic events like the NBA Christmas Day game and the MTV VMAs, creating buzz and excitement around the brand at company-first levels.

  • High-impact takeovers and media placements with category-leading platforms and publishers including YouTube, ESPN, X (formerly Twitter), Spotify, Pandora, Billboard.

  • Can’t miss TV programming driven by live viewership in leading, high-rated shows including The Walking Dead.

  • Impactful presence on premium, streaming content online.

  • High-visibility, premium OOH media placements in key markets.

The result was a significant boost in both sales and brand awareness, cementing the World of Red Bull campaign as one of the most successful campaigns in company history.