DESIGNER

Eliot Smith

PROFILE/DESCRIPTION

Basic Information:

Red Bull is an energy drink company based in Fuschl, Austria. Their current employee population is around 13,000 (Fortune 2019). They serve a range of caffeinated energy drinks, offering sugarfree, “zero”, and organic options. Aside from energy drinks, Red Bull also sponsors extreme sporting events and athletes. They have an estimated net worth of about $25 billion.

 

Location:

Suffolk County, MA (Boston)

Boston is a busy city, especially downtown. There are many public transportation options, and therefore spaces to advertise to working class citizens. Boston’s demographic is mostly 25+, which is our target audience as most people this age are working jobs.

 

Brand:

Brand advantages: most popular energy drink company, reliability, great taste

Brand attributes: dedicated customer service, entertaining, reliable, energetic

Brand experience: energetic, quick, easy

GOALS

The goal of this campaign is to plant the thought of energy drinks into people’s minds at the bus stop. Many people taking the bus are headed to work, may be tired, and may need energy throughout the day. This audience is likely to purchase an energy drink because of their long schedules. However, the advertisements will not only include working class figures but athletes as well, to encourage those at the bus stop to be more active. The campaign isn’t supposed to be demanding or aggressive, it merely reminds viewers of our brand and how it can help in daily life.

TARGET AUDIENCE

working-class citizens ages 25-45