Brief 3 | Red Bull Brainstorm

Red Bull!!! THE Energy drink and most distinctive revolutionary shape in the history of beverage. What made us decide to rebrand Red Bull?
For me personally it is the high level of challenge to work on a project like this. The drink itself is so successful worldwide, but with increasing numbers of competitors.

Red Bull, founded in 1984 by Deitrich Mateschitz and Chaleo Yoovidhya, is headquartered in Austria. In 2006, Red Bull generated over €2,6 billion (euros) in 2007 throughout the world with the help of its’ 3,903 employees.

The origin of Red Bull dates back to 1962 where the original formula was developed by Chaleo Yoovidhya, a Thai businessman, and sold under the name Krating Daeng by a local pharmaceutical company to treat jetlag and boost energy for truck drivers.

Red Bull is sold as an energy drink to combat mental and physical fatigue. A sugar-free version has been available since the beginning of 2003. The drink tastes of citrus and herbs, and is commonly used as a mixer in alcoholic drinks such as Raspberry Stoli Vodka or base ingredient in the famous Jagerbomb. It has become extremely popular over the recent years with almost 1 billion 250ml cans sold in 2000 to more than 3 billion cans sold in 2007 in over 130 countries.

Red Bull, despite being widely known as an energy drink, has other uses such as a coffee, tea, and soda substitute; vitamin/energy supplement; and mixer for alcohol. Quite surprisingly, some use Red Bull as a substitute to illegal drugs such as Ecstasy, Cocaine, and Speed according to “German Moms United”. Although Red Bull is not actively marketing in these indirect competing markets as in the original intended markets, it’s perceived by consumers to be a competitive product.

video source: The Can from Carlos Lascano on Vimeo.
information source: http://beachstreetsalon.spaces.live.com/Blog/cns!41B8958BE6D!436.entry