Red Bull goes for edgy approach to rule the game with youth target in Malaysia

<P>Red Bull Malaysia recently launched a new campaign for its lower-sugar variant, featuring crests designed by Sil Ad. </P> <P>The crests fuse elements inherent in the brand - energy, sports, music, fashion, feminism and art - and proclaim the individual's desire to feel empowered. </P> <P>They complement Red Bull's 'Rule your world' messaging, which takes empowerment up by a notch from conquering the competition to ruling the game. Appearing in print, television and below-the-line, the campaign is the next stage in Red Bull's brand building strategy. The edgy style and the 'watch out, I'm deadly' attitude of the images aim to resonate with a younger target audience. One of the executions depicts demure angelic faces complete with wings, juxtaposed against slinky high heels and a black widow spider.<BR></P>