Creative Brief Red Bull

Transcription

1 Creative Brief Red Bull 1. What do we want this advertising to accomplish? It is important to keep the focus on the objectives. Red Bull is one of the most well- known and profitable energy drinks. As the advertiser for this client, I wish to keep this in tact while providing a new element. Red Bull s advertising, website, and sponsorship have focused around extremities, such as BMX biking, snowboarding, and other various activities. However, not everyone who drinks Red Bull participates in such activities. Red Bull needs to go slightly in a different direction. The people who drink Red Bull rely on the drink to get them through the day or tough tasks in general. The advertising needs to reflect this need. We want the advertising to be able to show average consumers that they want and need Red Bull as a staple in their daily life. Red Bull needs to be relatable. However, the extreme sports aspect should not be abandoned altogether since it has proven to be an effective campaign. 2. Who are we talking to, and what insights do we have about them? What points can we use to gain leverage? Does the target have a "sweet spot" or a "hot button"? Use the insights found in research and intuition to guide the way you address the target. The advertising for Red Bull is generally going to be aimed towards a younger audience, which is what Red Bull has been doing. This is not going to change; however, the advertising should reflect real- world examples. The demographic is typically going to be 18-49, with slightly more focus on the younger demographic. However, the older demographic is not to be left out. Red Bull should not neglect any audience in advertising. Red Bull s previous ads have portrayed the drink as being extreme, but I want to show the drink in a sophisticated and chic way. I want to combat coffee and other forms of energy that people may use. The fact that Red Bull uses vitamins and minerals in its energy drink sets it apart from other forms and helps gain leverage. The hot button I am going to attempt to hit is that consumers may need extra boosts to get them through the day, and Red Bull can do this for them. Research has indicated that energy drinks are full of caffeine and sugar; however, the fact that we are pushing the idea of vitamins will be successful in making the consumer believe Red Bull is healthy, yet efficient. Also, I want to focus on keeping Red Bull hip. 3. How do we want consumers to describe the brand its essence and personality? What do we want the brand to mean to the audience? Can we get them to think of the brand in the same way they think of a friend?

2 Like mentioned above, the brand would be described as extreme or hip. I would also like to start including sophistication. There are so many quick- energy supplements on the market, but I want it to seem like Red Bull is the choice of people who want energy and superiority. I also want to make Red Bull seem sexy. Red Bull is to be seen as top of the line. But it is not to be a superiority that not everyone can enjoy. Red Bull is adaptable to all lives and whatever reasons a person may need it. Consumers will be able to think of Red Bull as a friend because Red Bull seems to want the consumer to succeed. It s reliable, like a friend would be. 4. What's the single most important thing we want them to take out of this advertising? What's the most important idea, feeling, or memory we want our advertising to leave with the consumer? Red Bull is a drink that can be used when an extra boost of energy is needed, while providing enhancements to endurance, concentration, etc. Extra boosts of energy are needed in many activities, not just extreme ones. The most important idea is that Red Bull is a reliable product that can help anyone students, athletes, workers in their endeavors, in a way that seems beneficial to the body. The brand of Red Bull is also important to promote since it is a very popular staple among energy drinks. 5. How can we make our promise, claim, or even the ad, believable? Are we being honest with the consumer? Can we, and do we support the claims we are making in this advertising? Obviously, the fact that Red Bull contains vitamins is clearly stated in the ingredients. This information needs to be conveyed in the ads. Perhaps the ads can focus on stories that are relatable to consumers in which Red Bull is used in everyday activities. I feel as if we are being honest with the consumer. This ad campaign is even more honest than Red Bull s previous campaigns because of the absurdity of the commercials and ideas. The claims are supported by the ingredients, and possibly real- life stories found during development of the campaign. 6. Is there anything worth thinking about that might help us achieve great advertising? Is there any current trend, fad, or news that we might in some way relate to our consumer insight? Red Bull is currently a sponsor of a lot of extreme sports. This definitely helps sell the product and should not be halted; however, I think new types of sponsorship should be tapped into. For instance, Red Bull is becoming extremely popular in night clubs because of the demand of the drink as a mixer. I feel like Red Bull could benefit by teaming up with some posh night clubs in big cities and become sponsors so that the beverage is more prominent in a different market. This will go along with the sophisticated image. Currently, Red Bull has a unique form of advertising in which they hire people to drive around and deliver Red Bulls to random people on the streets. I believe this to be effective in getting the word out and we should keep this method.

3 7. Is there anything that we must get into our advertising? Along with the sponsorship of sporting events and possibly night clubs, I just believe Red Bull s ads should focus on the benefits of Red Bull to normal, everyday consumers. Possibly we could use real- life stories of individuals who use Red Bull and rely on it to get through daunting tasks. However, I definitely think we should keep a certain element of humor, particularly in television commercials. An energy drink with a serious commercial would not sell too incredibly well, so this must be incorporated. However, I think the humor should lean more on the quirky side and not the immature side, thus elevating Red Bull s image. I think the club image of Red Bull should also remain, possibly having a commercial taking place in a night club. Red Bull is also introducing a new all- natural cola. I think this should be implemented into at least one advertisement, perhaps a coupon. The focus of the campaign is to be on the energy drink, but I believe the cola should be plugged in some way.

4 Ad Copy Assignment Sheet Client: Red Bull Product: Red Bull Energy Drink, Medium(s): Print, Radio, TV, Outdoor, etc. Writer: Justin Morris Theme: Relatedness and Sophistication; Naturalness Sub- Theme: Stories from consumers or faux- consumers that are humorous; comparison to competitors Visuals: I would like to keep the theme colors of blue and silver in tact. I think the beverage can should be displayed so people know what to look for. Copy: I would like to include ingredients and features, such as B Vitamins, that make the product seem more beneficial. The benefits would be the specific tasks that Red Bull helps consumers with. Closing Statement: Picture of the product and website, so consumers can see that claims are true Slogan/Signature: Take Charge Logo: The can of Red Bull may possibly be used in the ad. If not, it will be displayed at the bottom left corner with the slogan. Different sizes may be used accordingly.

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