Red Bull’s latest campaign extends the Red Bull Editions line by adding other zero-calorie flavored drinks (equipped with new packaging) to appeal to health-minded millennials.
Campaign support spans print ads near retailers who sell Red Bull to geo-specifically placed digital banners, videos and media. For example, Brooklyn Nets fans will see digital support in the team’s Barclays Center. Red Bull has coincided the launch with Daylight Savings Time to compliment the time change – a period where consumers may need a little extra energy boost after losing the hour of time. The brand has also sprung for a heavy social push behind the campaign which targets potential consumers on Pandora and digital promos with Spotify and Thrillist. While the company has been successful with branding themselves by their cans, the clean, new look of the zero-calorie flavors, backed by a significant advertising push, will help differentiate from the original line.