Red Bull: Taking the Bull by the horns and re-engaging with the consumer

The Challenge

As Red Bull began to lose its subversive edge, it also began to lose its aspirational brand ambassadors – its consumers. Red Bull came to The Gild and asked us to help them better understand and re-engage with these consumers.

The Approach

We immersed ourselves in culture through ‘Social Safaris’ with Red Bull’s expert culture team and then got into the hearts and minds of consumers through ethnographic research and interviews with tastemakers across music, fashion, food and architecture.

The Solution

By shadowing the lives of the people we wanted to understand, we were able to identify key consumer typologies and build inspiring portraits for each, which were then used to generate innovation platforms for the next three years.

The Results

Red Bull is now using these platforms to develop marketing ideas and exploring their significance on a wider scale.