AND 
I spotted this a while back but didn't get a chance to blog about it.
I've been in awe of the raw energy that Red Bull's marketing appears to have. They are a fantastic case-study for how a brand can successfully place innovation at the heart of their marketing. But this constant experimentation clearly has its misses ("The Art of the Can")as well as its hits (Flugtag)
So it was that last year I chanced upon the fact that Red Bull had entered into a brand tie-up with Bishop's Move relocation business. This partnership aimed to provide moving packs (including cans of Red Bull obviously) for those in need of a lift while going through the exhausting process of moving.
This is so random I think it might be a stroke of genius. Moving has got to be one of the most stressful things you can do in modern life (it's the closest my wife and I have ever got to divorcing). For a brand to offer unexpected advice and free stuff to make it just a little less painful, just imagine the goodwill that this would garner.
And yet, it's fairly untargeted and a bit of a stretch from Red Bull's extreme sports/ give you wings positioning...
So what do you reckon? King George III or Stephen Hawkins?
I've been in awe of the raw energy that Red Bull's marketing appears to have. They are a fantastic case-study for how a brand can successfully place innovation at the heart of their marketing. But this constant experimentation clearly has its misses ("The Art of the Can")as well as its hits (Flugtag)
So it was that last year I chanced upon the fact that Red Bull had entered into a brand tie-up with Bishop's Move relocation business. This partnership aimed to provide moving packs (including cans of Red Bull obviously) for those in need of a lift while going through the exhausting process of moving.
This is so random I think it might be a stroke of genius. Moving has got to be one of the most stressful things you can do in modern life (it's the closest my wife and I have ever got to divorcing). For a brand to offer unexpected advice and free stuff to make it just a little less painful, just imagine the goodwill that this would garner.
And yet, it's fairly untargeted and a bit of a stretch from Red Bull's extreme sports/ give you wings positioning...
So what do you reckon? King George III or Stephen Hawkins?
Hi Laurence, personally I love this idea. I love the fact that the brand can act like this and isn't afraid to enter into unchartered territory. The fact that it is a little 'mad' in my mind makes it 'genius' and true to the quirky equity that I think the Red Bull brand possesses. These are the 'talkability' ideas that as you suggest, truly create brand advocacy- an important quality as we increasingly move from an age of deference to an age of reference...
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