Presented by: Shelby Gardiner & William Crawford
Table of Contents Client Profile
1-2
Creative Brief
3-4
SWOT Analysis
5
Expanded Target Market -Gabby Douglas
6
Expanded Target Market -Jake Owen
7
Mood Board-Images
8
Mood Board-Textures
9
Competitor Analysis
10
Style Guide
11
Logo Design
12-13
Media & Merchandise
14
Print Ad
15
INTRODUCTION
Client Profile About the Company Red Bull started in 1987, in Australia. It reached the United States in 1997. Dietrich Mateschitz and Chaleo Yoovidya were the creators of this energy drink. Since day one, Redbull has been giving wings to people and ideas, setting many milestones in sports and culture. Naturally, Red Bull’s production and global distribution needs energy and thus causes an environmental impact. Whether through increasing implementation of wall-to-wall production or optimisation of its supply chain, Red Bull sets itself ambitious targets to further minimise its environmental impact and energy use.
Mission Statement “To spread our wings over the world”
Industry
• Sports Drink
1
Target Audience
15-45 year old males and females
Niche • • • •
Sports Enthusiasts Adrenaline Junkies Olympic Athletes College Students
Strengths
Redbull is known worldwide • Currently ranked 94th in the top 100 Most Valuable Global Brand’s •
Services and Products
• Energy Drink • Extreme Sport Sponsorships • Sports Team-New York Redbulls-Professional Soccer
Color
Red, blue, white
2
Creative Brief Overview • As a company, we would like to propose an advertising campaign for Rio 2016. We plan to create a new packaging design based on the Summer 2016 Olympics. We want people to drink Redbull and know they are a sponsor of the Summer Olympics. The cans will represent different countries participating in the Olympic games.
Selling Proposition • The cans will become collectors items, as they will only be sold for a limited time. People will want to buy the cans because it has thier flag on it. the Olypics are every 4 years, so people will want to collect the different cans.
Objective/Goals/Purpose • Spread awareness of all the countries that will be participating in Rio 2016 • Make the cans look cool so that people buy them even if they do not like RedBull • Get people to drink Redbull over competitors • Promote Redbull as a sponsor of the 2016 Olympics
3
Target Audience • Sports enthusiasts • Individuals who watch the Olympics all over the world • 18-45 year old males or females
Visual Appearance • • • •
Countries flags around the world Sports Athletes Rio 2016
Taglines • “Drink around the world” • “Olympic wings that spread across the world” • “Drink like an Olympian”
Call to Action • Make the cans unique and colorful • www.redbull.com
4
SWOT Strengths • known worldwide • currently ranked 94th in the top 100 Most Valuable Global Brand’s • sponsors athletes in the Winter Olympics
Weaknesses • Starbucks is ranked 29th • Monster is a big competitor, most expensive energy drink
Opportunities • achieve brand loyalty through appealing to countries and their inhabitants
Threats • Monster, 5 Hour Energy, Gatorade- even though it is not an energy drink, most athletes drink Gatorade during the Olympics. Since Redbull is the most expensive people may choose another product over us.
5
Gabrielle Douglas Age: 20 Gender: Female Location: Virginia Beach, Virginia Income Level: 60,000 Social Class: Middle Class Occupation: Athlete, Gymnast Education: High School Marital Status: Single Hobbies: Gymnastics, working out, relaxing Mini Bio: Gabby is the first known African American to win the individual All Around event at the 2012 Olympic Games 6
Jake Owen Age: 29 Gender: Male Location: Australia Income Level: 180,000 Social Class: High Class Occupation: Architect, Track & field coach at the local high school Education: Masters Marital Status: Married Hobbies: running, modeling, working out, reading Mini Bio: Jake enjoys drinking Redbull and is excited about Rio 2016. He coaches track and field at his local high school and loves to run marathons. 7
MOOD BOARDS Images
8
Textures
9
Competitor Analysis • Monster is RedBulls biggest competitor • Energy drink sales have reached 44 billion in 2014 • Monster sells their 16 ounce cans for about the same price as Redbulls 8.4 ounce cans
10
Style Guide
• Typo Round Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz • Typo Round Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz • Avenir Next ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
11
Logo Design
12
Logo Design
13
Merchandise
14
Print Ad
15
16