red bull gets the chance to act like a challenger brand again

08/21/2008 03:19:56 PM
Red Bull is one of the iconic challenger brands. A brand that's managed to maintain its street cred over time with smart communication and a finely focused understanding of what its brand stands for.

However, Red Bull has been a "one trick pony"- extracting more and more from a single SKU and resisting the temptation to line extend itself to death. Something that certainly would have happened if the company had been taken over by one of the soda giants.

Red Bull's latest move must have those same soda giants sweating because the new line extension, is a cola with a twist; a completely natural version.

Red Bull Cola

This is a product formulation that's achieved some success in countries like Germany and even Pepsi has experimented with a new natural variant called RAW, but Red Bull could be onto a winner here.

The brand has significant awareness, a massive distribution system and the challenger credentials to help it take on the giants. On top of all this, the brand has the zeitgeist impact of the shift to all things natural and a backlash against un-natural sodas, in its favor.

Via Coolhunting

Posted by Ed Cotton
Tags: soda (3) cola (2) coke (6) pepsi (3) natural (2) redbull (2)

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