Hey, energy drinks are not really that different from marketing regular soft drinks. Except that they give you energy. A claim a Coca Cola or Pepsi can't give you. You can Do the dew, or Be a pepper. But can you be a bull?
Red Bull has been banking on it since 1987. The company was founded by Austrian entrepreneur Dietrich Mateschitz who appears to be sort of a real life representation of the dox equis guy. He's a man's man who has barrelled ahead regardless of any negative news stories that have been associated with energy drinks.
Here's the latest offering. How Thanksgiving actually came to be.
RedBulls market tends to be a younger, edgier demographic. This ad would definitely speak to that.
This advert, as the Brits call it, created a lot of negative controversy. Letters, emails and phone calls came in by the hundreds.
The lineage of the original passengers of the Titanic were offended that a brand would use a disaster like this as fodder for sales. The unfortunate part though, depending on which side of the fence you're on, is that controversy for a brand like this just "gives them wings."
With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.