Situation

Red Bull Energy Drink, a product with great functional benefits, was virtually unknown in the United States.  And it had a retail price point much higher than consumers in the U.S. were accustomed to paying, especially for a beverage that, at first glance, seemed like just another soft drink.

As Director of Consumer Development for Red Bull North America, Linda led consumer marketing staff in developing strategies and high impact programs to build awareness, demand, and a sizeable loyal user base.  Key to this was educating consumers about product benefits in a highly credible way, and forging an emotional connection with consumers.  Doing this well would foster loyalty, legitimize the price point, and build significant buzz.

Linda managed the development of a powerful sampling and consumer education program, growing it to over 100 teams and 1000 employees.  One of the key tools of this program was the “Refrigeracer,” the now famous car with the giant Red Bull can on top.  Sampling teams drove it to targeted locations where people were likely to have an immediate need for energy, endurance or mental focus, educate them about the product in a highly engaging way, and let them try it to experience the benefits for themselves.

Linda developed and implemented a general market and Hispanic media plan, and, as part of this, guided creative development for several Red Bull ads.  She also guided the growth of a collegiate marketing program with ultimately over 250 student brand managers who spread their passion for the brand and created substantial product usage at their campuses.

As one of the key leaders in developing Red Bull into a successful brand in the U.S., Linda also played an instrumental role in company-wide recruiting and training efforts.

Results

Red Bull Energy Drink grew from being generally unknown to delivering domestic retail sales of more than $400 million.