Red Bull Global
Seize the play.
The On-Premise Marketing Team’s main goal is to lead the global strategy and support all markets in identifying and realising opportunities that will grow their consumer base and sales. Their area of focus is within channels where it is consumed, such as clubs, bars, restaurants, cafes, festivals and events.
Red Bull Bar Games is a tried and tested sales competition dedicated to bar staff, managers, waiters and buyers. The concept is now 10 years old – we helped create the first iteration of it 10 years ago in fact – but despite it still being the most effective activation, it was in need of a brand refresh.
We were tasked with a top to bottom brand refresh. How could we elevate it further? How could we ensure it would work globally? And how best to tap into the diverse audiences?
We needed to first consider what the new positioning and look and feel would be, understand the key audiences and ensure that it could be translated globally. We then set about creating Brand Guidelines and toolkits for four very different needs – events, festivals, independent bars and large accounts.