Red Bull is out to get the public off the couch and onto the treadmill with its latest marketing activity.
The ‘One Can and You Can’ campaign promotes the message that one can of Red Bull can give consumers the energy and motivation to get moving, positioning the brand as the difference between a night on the sofa and a night at the gym.
The campaign will use the brand’s athletes and advocates to highlight to consumers how Red Bull “vitalizes body and mind” and is used by sports men and women around the world as part of their training routines.
Consumers will be encouraged to go online to redbull.com, for the chance to claim their ‘One Can’ to use in the sport or fitness activity of their choice. In addition, student sports teams will be targeted through the use of Student Brand Managers and the delivery of product samples to various varsity events. The Red Bull Wings Team will trial new users in the sport and fitness occasion throughout the first three months of 2016.
Advertising will focus specifically on the location the consumer is in, featuring bespoke messages on trains and cycle routes, as well as in fitness clubs. Online advertising will be used in context of the time of the day to target ‘that morning run’ or ‘evening workout’.
Gavin Lissimore, Head of Category Marketing at Red Bull commented: “’The One Can and You Can’ campaign is about helping consumers to find that motivation to get moving. Using contextual marketing to really tap into their emotions will give them an incentive to keep active lifestyles and fitness routines going during the colder, darker evenings and is something retailers should be prepared for. It’s that little bit of inspiration, commitment and mental boost that everyone needs”.
