Page 36 - Unlock Sensory Power

RED BULL

With over 48 million Facebook
followers and the #1 position in
the energy drinks category,
Red Bull is clearly doing
something right.

Resonant around high octane
sports and high spirited nights
out, brand followers are
practically tribal.

The brand claim is inspired.
Red Bull Gives You Wings.

And yet blind taste tests reveal
that there are better tasting
energy drinks.

So why does the brand continue
to beat all rivals hands down?

Sensory analysis reveals that
subtle medicinal notes directly
support the brand claim.
In other words, the brand claim
is felt. This isn’t the case for
many of its rivals - who appear
to have focused solely on taste
appeal.