The question
How can an established energy-drink brand stay relevant as audience expectations and competitor positioning change? This project begins with that question, before moving into campaign execution.
Red Bull · Audience research & analysis
Before the campaign:
understand the audience.
The separate research book that examines the category, consumer perceptions, and opportunities for the brand.
My contribution
Creative Director. I created the full research and analysis book and its content, organizing the work into a strategic narrative.
Project status
Academic research project · Separate campaign book
What the book examines
The work covers the competitive landscape, brand positioning, a SWOT analysis, and audience personas built around routines, motivations, media habits, and purchase behavior. It brings secondary research together with a survey and focus-group material.
From research to direction
The book describes a 103-person survey recruited through personal networks and a five-person informal focus group. These exploratory inputs helped frame questions around flavor, packaging, familiar brand cues, and how different people use the product. They inform a classroom strategy rather than a representative market forecast.
Why it matters to my work
This project shows how I connect audience understanding to creative recommendations. It is distinct from the SFA campus campaign and the Freedom Edition campaign: the emphasis here is analysis, audience definition, and the reasoning behind a direction.