Red Bull
Appealing to newer, younger subcultures
Red Bull
Project overview
Brand challenge
The Red Bull brand relied heavily on community building, but after having immense success with Gen X and Millennials, Red Bull’s community engagement approach was falling flat with Gen Z.
Barrier to overcome
Red Bull’s community building tactics relied upon creating a sense of exclusivity, which was alienating Gen Z audiences.
Our deliverable
A new communications framework to help Red Bull focus on how it fit into the lives of key Gen Z sub-communities (rather than asking Gen Z to earn the right to engage with Red Bull.)
Insight (Rogue planet)
The product can’t promise to “give you wings” if the brand is excluding you from the chance to receive those wings.
Creative mission statement (Illuminating the rogue planet)
Show that “wings” are more than energy - they are access, opportunity and ability.