The development comes as Red Bull plans to significantly expand its presence after more than 10 years in China.
While the energy drink has built its profile in the mainland based on lifestyle marketing, JWT clinched the business by convincing the client of the merits of a more product-focused approach. “During our pitch, we encouraged Red Bull executives to use marketing communications to link customer aspirations to the core product truth,” said JWT Northeast Asia ECD Lo Sheung Yan. “The goal is to use integrated communications to truly engage customers with the brand.”
While the energy drink has built its profile in the mainland based on lifestyle marketing, JWT clinched the business by convincing the client of the merits of a more product-focused approach. “During our pitch, we encouraged Red Bull executives to use marketing communications to link customer aspirations to the core product truth,” said JWT Northeast Asia ECD Lo Sheung Yan. “The goal is to use integrated communications to truly engage customers with the brand.”
Red Bull has made extensive use of sports sponsorship opportunities, tying up with football, golf and wushu. “Red Bull is already an incredibly popular drink in China,” said JWT Beijing GM Oliver Xu. “We look forward to helping Red Bull enhance its brand leadership and expand sales.”
Red Bull currently boasts market share of approximately 80 per cent of the energy drink market, with sales exceeding Rmb 1.5 billion (US$207 million) per year.