Page 37 - Unlock Sensory Power

RED BULL

COMPELLING CLAIMS AND
With over 48 million Facebook
followers and the #1 position in PRODUCT NAMES ARE KEY
the energy drinks category, WEAPONS IN MARKETING.
Red Bull is clearly doing COMPETITIVE EDGE IS OFTEN
something right. SECURED WITH CLEVER
USE OF LANGUAGE.
Resonant around high octane
sports and high spirited nights out,
brand followers are practically The declining impact of direct
tribal. CILIT BANG
Bang. And The Dirt Is Gone. communications, coupled with the
rise of savvy consumers, highlights
The brand claim is inspired. COORS a growing need to ensure claims are
Red Bull Gives You Wings. The World’s Most Refreshing Beer. felt as much as they are thought.

And yet blind taste tests reveal NEUTROGENA HYDRO BOOST Daniel Grubbs, Managing Director of
that there are better tasting Clinically Proven To Hydrate Skin PepsiCo Ventures explains:
energy drinks. for 48 Hours.
“One way companies can develop

So why does the brand continue to BENECOL consumer understanding of
beat all rivals hands down? Proven to Lower Cholesterol. efficacy is through ‘sensorial
aspects’ or how you touch on
RED BULL the senses.”
Sensory analysis reveals that Gives You Wings.
subtle medicinal notes directly Grubbs points out that compelling
support the brand claim. In other consumer claims may get investors
words, the brand claim is felt. excited, but if the product lacks
This isn’t the case for many of its sensory cues to drive the advantage
rivals - who appear to have home, then success is likely to be
focused solely on taste appeal. short lived.

The Red Bull illustration demonstrates
beautifully how efficacy can be felt.