1. GT
CREATIVE
BRIEF2013 Launch of:
SLCTD_ads

2. Nicklas Lange
 Creative Director
Maria Redeker
 Media Executive
Gamal AbdelNasser
 Account Executive
Tadas Kavaliauskas
 Planning Director
WE ARE
SLCTD
SLCTD_ads

3. ESSENCE
ATTRIBU
TES
BENEFIT
S
PERSON
ALITY
VALUES
BRAND ESSENCE
of GT
BRANDING WHEEL
SLCTD_ads

4. ESSENCE
Healthy
energy
can
ATTRIBUTES
“Green”
sensational
design
Conviente
measure
BENEFITS
Energy supplying
Mind focussing
Refreshing
Vitalizing
PERSONALITY
Caring
Energetic
Fast
Vibrant
VALUES
Healthy lifestyle
Higher
performance
output
SLCTD_ads

5. SOCIOECONOMIC
• Income Level – Above average (£24,407 in UK)
• Education – High-school graduate
• Occupation – Young professional, managerial
• and professional specialty
TARGET CONSUMER
SEGMENTATION
PSYCHOGRAPHIC
• Personality – Aggressive, ambitious, extrovert
• Values – Actualisers, fulfillers, achievers, enthusiasts, experiencers, makers
• Lifestyle – Sporty, hard-working, “on-the-go”, creative, settled in
DEMOGRAPHIC
 Male and Female
 Main target age group – 20-35
 Lifestage – collegiate; adult
 Household size – 1 - 2
 Residence Tenure – rent home
 Marital status – never married
(JOBS  CREATIVE INDUSTRY)
 Travel
 Media
 E-commerce
 Start-ups
 Financial Sector
GEOGRAPHIC
 Urban areas – London, Manchester, Birmingham, Edinburgh, Glasgow, Cardiff
 Rural areas
SLCTD_ads

6. 20 - 35
> 20
< 50
35 - 50
20%
25%
10%
BUDGET
BREAKDOWN
45%
SLCTD_ads

7.  Successful introduction of Red Bull GT into the UK market
Start: two months before the launch.
 Creation of a desire for Red Bull GT by emphasizing benefits of the drink
before launch and when on sale → emotional response
 Reach a 10 per cent product market share after one year of
introduction, hence benefit Red Bull’s market share.
 Strong brand awareness within the young and creative industry
 Gradually change consumer behaviour from drinking coffee to Red Bull
GT in the long term.
MARKETING OBJECTIVES
SPECIFIC
MEASUREABLE
ACHIEVEABLE
REALISTIC
TIMED
SLCTD_ads

8.  Vitalize body and mind
 A green and natural product, which is trusted
to be free of any nasty, unwanted ingredients.
 An energy boosting drink
 A one-of-its kind lifestyle and business drink
 It fills the gap between Red Bull Cola and Red
Bull energy drink
GT
UNIQUE SELLING POINT:
SLCTD_ads

9.  “Gives you wings”
 Master your duties and overtake competitors.
 GT is beneficial
 Healthy, refreshing, vitalizing, energy enhancing,
mind focussing, tasty,
 Power of green tea plus additional ingredients
within the drink
 “Green tea, green cans“
 Our cans are recyclable and we support an
environmentally friendly production.
ENERGECTIC MESSAGE
or how the consumer feels about Redbull?
SLCTD_ads

10.  Keep the core identity of Red Bull
 Can shall follow the regular Red Bull desgin and shape
patterns. The logo will read “Red Bull”, followed by
“GT” in green letters
 Red Bull GT is available at regular Red Bull suppliers
but attention given to target areas, i.e. business
districts within the major economic driving cities
MANDATORIES
GIVES YOU WINGS
SLCTD_ads

11. GT GREEN TEA
GRAN
TURISMO
Italian phrase gran turismo, is a homage to the tradition
of the grand tour, used to represent automobiles, able to
make long-distance, high-speed journeys in both comfort
and style.
SLCTD_ads

12. Low Involvement Product/Brand
FMCG: Little brand differentiation
DO FEEL LEARN
AWARENESS TRIAL REPURCHASE
Advertising
Word of mouth
Value function
Distribution
Value function
Distribution
A – T – R MODEL
SLCTD_ads

13. £15.9m Total Advertising Budget
 50% Red Bull GT Promotional Mix
£7.95 Total Promotion Budget
BUDEGT BREAK-DOWN
TOTAL
REVENUE
MARKETING
BUDGET
£217.4m Red Bull Total Sales in the UK
 7.3% Beverage Industry Advertising
£15.9m Red Bull Total Advertising Budget
RED BULL GT
RED BULL
GENERAL

14. GT
SLCTD_a

15. SOURCES
 http://guayaki.com/images/uploads/pages/File/ENERGY%20DRINKS%20UI.pdf
 http://citywire.co.uk/money/family-finances-are-you-beating-the-uk-
average/a592227
 http://www.bbc.co.uk/news/magazine-15197860
 http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=L
 http://www.marketingminds.com.au/branding/brand_and_management.html
 http://www.redbull.co.uk/cs/Satellite/en_UK/Red-Bull-UK/001242758893091
 http://faculty.msb.edu/homak/homahelpsite/webhelp/a-t-r_model.htm
 Mintel (Sports & Energy Drinks UK August 2012)
• Office for National Statistics
SLCTD_ads