Commercial Analysis – Gallant: World of Red Bull
What’s the first thing that comes to mind when you think of Red Bull? Do you remember the cartoon commercials where someone takes a sip of the energy drink, grows a pair of wings, and floats away? The character they fly away from is usually left looking dumbfounded, if not jealous.
While the “Red Bull gives you wings” slogan isn’t going anywhere anytime soon, the company has taken a shift in advertising with this commercial. Any roughly-drawn cartoons with gaping faces and tiny wings are gone. In their place? A world of Red Bull. Sounds energetic, doesn’t it?
The interesting thing about this commercial is that it focuses on a lifestyle, not necessarily just ‘having a lot of energy.’ Granted, that lifestyle includes things like going to concerts, playing a sport, dancing – things that, indeed, can take a lot of energy. It plays off almost like a beer commercial; when you drink Red Bull, not only can you do all this cool stuff, but you’re a part of a community. You’re a part of something bigger.
You’re not just a shifty cartoon with wings.
Red Bull is absolutely appealing to the next generation here, with quick, exciting shots, just enough dim lighting to provide a sense of mystery, and a ‘story’ in pieces – just like life itself. It has expanded on being an energy drink for college kids, and has created its own little universe that it now is asking everyone to join. By showcasing so many different activities, the company is expanding its audience. If this is the new ‘look’ of the energy drink, expect it to become more of a staple for everyone from athletes to concert goers, and just about anyone in between.