Red Bull TVC


Speaking of energy drinks, Libogen is out and Red Bull is in. Libogen has Taurine and Lucozade has glucose as the claimed active ingredients. To many consumers, the active ingredient of Red Bull is a myth. Among the three, which one is the best product ? Most consumers also can't tell. Image always comes into play in a low involvement category like packaged drink. Image is built by many things, the packaging, the distribution, the advertising and promotion. Especially, it takes consistency in advertising to build a solid brand. How long has Red Bull been using this "Red Bull gives wings" platform ? 5 years ? 10 years ? Long enough that I can't remember. Nothing changed in terms of message although there are a variety of executions over time. That's a good practice indeed.


Comments

stripeboy said…
那麼你又如何看同樣有N年歷史的MasterCard「Priceless」宣傳呢？我覺得那個宣傳開始有點悶了。
1:41 pm
Louis Lau said…
It depends on how much you believe in this :

"The consistency with which you behave and speak is of extreme importance ?one mediocre advertising campaign run consistently for 20 years will do you infinitely more good than 20 brilliant campaigns introduced at yearly intervals." - Drayton Bird
6:39 pm
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