Red Bull is to scrap its current advertising campaign and spend pounds
5m on a new branding drive - after research revealed consumers think the
energy drink is a beer.
The Red Bull Company, which makes the high-energy Red Bull, is preparing
press and poster work and considering TV and radio ads for next year, as
it tries to turn around its product’s image.
It will spend around pounds 5m on advertising, heavy sampling campaigns
and sponsorship deals.
Originally positioned as a drink for ravers and clubbers, Red Bull is
designed to give a physical and mental boost to drinkers, replenishing
vitamins and amino acids.
Its poster work this year was intended to position the drink, which
contains caffeine, as a stimulant for adults, students and sports
Instead, the ads, which featured unlikely headlines depicting unusual
situations, such as ‘Clergyman in heterosexual scandal’, ‘Royal
confidante reveals nothing’, and ‘Minister’s wife has his love child’,
gave consumers the impression the drink was alcoholic.
‘That is the situation that we came across,’ said Michael Sirjani, who
heads Red Bull’s marketing. ‘This year was a year of experiment. We just
wanted the branding. Next year we will systematically push the features
and benefits of the drink.’ The advertising agency, Knight Leach Delaney
will be retained.
Despite the misconception of its drink, Sirjani said the brand was doing
well, and was second only to Lucozade in its sector. The drink is also
about to expand into the US market.
Sirjani will lead the fledgling US operation, but will also continue to
oversee UK marketing.
* Howell Henry Chaldecott Lury’s ‘ugly people’ TV campaign for Martini
attracted over 12,000 telephone calls in three days.