current position

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.

current demographic

The current consumer base for Red Bull products are males in the 25 - 34 year old age range with an average to high income. Red Bull has always marketed to the “caffeinated consumer” (etc. adrenaline junkie, adventure seeker, mountain lover.)

the issue

Dads feel disconnected from the Red Bull lifestyle as they watch their children begin adulthood and feel as if their time for excitement has passed.

the goal

Our task is to increase brand equity for a new target audience, the “empty-nester father”, who is typically in the 52 - 57 year old age range.

why it works

Leveraging recognizable and relatable cultural references such as football games, popular action movies, and known celebrities, the campaign speaks directly to the target audience's existing interests and lifestyle, making it more impactful.

the insight

Empty nester syndrome creates a yearning for new interests and endeavors.

the common theme

The campaign revolves around reigniting the spark of adventure and spontaneity in this empty-nester demographic, encouraging them to reconnect with their youthful, adventurous selves.

The Challenge

Spark a new excitement in dads to be in touch with their spontaneous side.

the revelation

Introduces the idea that excitement and adventure aren't confined to the young or child-free but are accessible and relevant even to those transitioning into later life stages.