Red Bull and the Los Angeles Clippers.

MARKET RESEARCH & BRAND EQUITY:

Red Bull is an energy drink sold by the Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the highest-selling energy drink in the world, with 5.387 billion cans sold in 2013. The Red Bull company slogan is "Red Bull gives you wings,” and the product is marketed through advertising, events, sports team ownerships, celebrity endorsements, and music, through its record label Red Bull Records.

REPOSITIONING:

The new market would be directed towards Los Angeles Clippers fans or certain player fans. Kids, men, women, celebrities, fanatics, and collectors. Basically, anyone who loves Red Bull, the Clippers, and basketball.

OBJECTIVES AND POSITIONING:

Red Bull is a sponsor of the NBA and the Los Angeles Clippers. In 2014 Red Bull had pulled their sponsorship with the LA Clippers because of a dispute with the previous owner. Red Bull sponsors the Clippers once again now but what I would like to accomplish is a way to rebuild the relationship between Red Bull and the Clippers. The new cans will be resealable that way after you drink them, they can become a collector’s item. The bottles can then go into the collector’s item packaging that is colored-coded by the player’s jersey to match the cans. The packaging then collapses into a pentagon shape to show unity and resemble a team huddle.