2. Nicklas Lange
Creative Director
Maria Redeker
Media Executive
Gamal AbdelNasser
Account Executive
Tadas Kavaliauskas
Planning Director
WE ARE
SLCTD
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7. Successful introduction of Red Bull GT into the UK market
Start: two months before the launch.
Creation of a desire for Red Bull GT by emphasizing benefits of the drink
before launch and when on sale → emotional response
Reach a 10 per cent product market share after one year of
introduction, hence benefit Red Bull’s market share.
Strong brand awareness within the young and creative industry
Gradually change consumer behaviour from drinking coffee to Red Bull
GT in the long term.
MARKETING OBJECTIVES
SPECIFIC
MEASUREABLE
ACHIEVEABLE
REALISTIC
TIMED
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8. Vitalize body and mind
A green and natural product, which is trusted
to be free of any nasty, unwanted ingredients.
An energy boosting drink
A one-of-its kind lifestyle and business drink
It fills the gap between Red Bull Cola and Red
Bull energy drink
GT
UNIQUE SELLING POINT:
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9. “Gives you wings”
Master your duties and overtake competitors.
GT is beneficial
Healthy, refreshing, vitalizing, energy enhancing,
mind focussing, tasty,
Power of green tea plus additional ingredients
within the drink
“Green tea, green cans“
Our cans are recyclable and we support an
environmentally friendly production.
ENERGECTIC MESSAGE
or how the consumer feels about Redbull?
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10. Keep the core identity of Red Bull
Can shall follow the regular Red Bull desgin and shape
patterns. The logo will read “Red Bull”, followed by
“GT” in green letters
Red Bull GT is available at regular Red Bull suppliers
but attention given to target areas, i.e. business
districts within the major economic driving cities
MANDATORIES
GIVES YOU WINGS
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11. GT GREEN TEA
GRAN
TURISMO
Italian phrase gran turismo, is a homage to the tradition
of the grand tour, used to represent automobiles, able to
make long-distance, high-speed journeys in both comfort
and style.
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12. Low Involvement Product/Brand
FMCG: Little brand differentiation
DO FEEL LEARN
AWARENESS TRIAL REPURCHASE
Advertising
Word of mouth
Value function
Distribution
Value function
Distribution
A – T – R MODEL
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13. £15.9m Total Advertising Budget
50% Red Bull GT Promotional Mix
£7.95 Total Promotion Budget
BUDEGT BREAK-DOWN
TOTAL
REVENUE
MARKETING
BUDGET
£217.4m Red Bull Total Sales in the UK
7.3% Beverage Industry Advertising
£15.9m Red Bull Total Advertising Budget
RED BULL GT
RED BULL
GENERAL