Development of the UK’s first student brand manager programme
Red Bull’s success is well known. Students however were a specific target, so as part of the communication programme Red Bull looked to integrate itself into youth culture. Thus the UK’s first student brand manager programme was born. Red Bull’s signature extreme sports and events programmes became part of this strategy and focussed around the brand’s core concept of ‘Gives You Wings’.
- Created an innovative sampling programme for Red Bull
- Leveraging the unique functional aspects of the product – reaching consumers at their moment of need
- The campaign, which required serious investment, delivered a win-win for brand and students and was critical to its early success
- The Student Brand Manager concept was the rolled out with other brands such as The Times, RAC and Scottish Courage