The Austrian drink was originally inspired by the popularity of energy tonics in Asia, and will target men and women between 15 and 39 years old. Media will be handled by Initiative Taiwan, which won the business after a competitive pitch also thought to include MindShare and OMD.
The media focus of the campaign, yet to be finalised, will probably be TV, with the launch pencilled in for March. Sponsorship, usually a key part of Red Bull's marketing strategy, will be handled by the drink's regional headquarters in Dubai.
Steve Kuo, business director for Greater China, said the agency's direct approach helped them win the business after persuading Red Bull to increase its media spend.
Energy drink Red Bull plans Taiwan roll-out for 2005
Energy drink Red Bull will debut in Taiwan next year with a TV campaign airing its trademark animated ads, adapted for a local audience by design house Artailor.
