1. GT
CREATIVE
BRIEF2013 Launch of:
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2. Nicklas Lange
 Creative Director
Maria Redeker
 Media Executive
Gamal AbdelNasser
 Account Executive
Tadas Kavaliauskas
 Planning Director
WE ARE
SLCTD
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3. ESSENCE
ATTRIBU
TES
BENEFIT
S
PERSON
ALITY
VALUES
BRAND ESSENCE
of GT
BRANDING WHEEL
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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
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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
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6. 20 - 35
> 20
< 50
35 - 50
20%
25%
10%
BUDGET
BREAKDOWN
45%
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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
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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:
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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?
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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
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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.
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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
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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
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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
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