Background
Red Bull has maintained leadership in the energy drink industry since its creation. The company has continued to dominate this industry because they sell a lifestyle. With its connection to extreme sports, Red Bull gives consumers an exciting image of what they can become. Customers are in search of fulfilling their potential by becoming the most productive version of themselves. Red Bull capitalizes on sticking to their niche and delivering identical results time after time.
STC 200 Class Project | Red Bull Strategic Brief
Strategist & Presenter | Charlie Goldman
Strategist & Presenter | Maria Paes
Objective
Our task is to increase brand equity for a new target audience, the “empty-nester father”, who is typically 52 - 57 years old.
Insight
Empty nester syndrome creates a yearning for new interests and endeavors.
Strategy
Reposition Red Bull to resonate with “empty-nester fathers” aged 52–57 by tapping into their desire to rediscover spontaneity, adventure, and excitement in a new life stage. By leveraging culturally relevant touchpoints—like football, action films, and iconic celebrities—the campaign reframes Red Bull’s high-energy brand as not just for thrill-seeking youth, but also for men seeking to reconnect with their adventurous spirit after their children leave home. The strategy aims to increase brand equity by proving that the Red Bull lifestyle isn’t limited by age.
Refuel Your Wings
