An eye on competition – How others differentiate

For this first post, let’s focus on RedBull’s most relevant direct competitors. Three brands take the lion’s share:

On such a market that RedBull tends to dominate, each brand has followed the same idea for reaching their target population, young people between 15 and 25yo. They would not only sell a sparkling drinkable energy booster, but also combine extreme sports with their brand image. It is actually the opportunity to reach a larger audience. And more generally, brands focus on how the concept of “extreme” can be something attractive, without becoming dangerous. It is more linked with strong sensations and “living life to the fullest”.

It enables each brand to communicate in a way that fits with the values it conveys. Thus, each communication strategy will send a specific message, with the brand positioning itself on a specific kind of “thrill seeker”.

Let’s take a closer look at how some of these brands' catchphrases!

“Dark Dog is good 4 U” / "More energy, more life"

With such a discrete, traditional message and such a creepy logo, Dark Dog surprises by its innovative strategy, especially through its website, Dark Dog City. Only the 4^th brand of energy drinks in France in terms of turnover, it is very active, focused on motor sports, sponsoring and organizing a lot of events. In terms of product, Dark Dog constantly innovates by creating new ones, re-packaging or displaying lots of goodies. More recently, the brand found out a new way to attract customers...

“Can you take the heat?” / "Fuel for fire"

Part of the Coca-Cola Company, Burn is kind of the rebel of the family. For a long time, Burn had a clear striking focus on provocation to attract people. The brand communicated with shocking visuals, depicting violence, sex or wild parties. Recently, it repositioned itself as something a bit quieter and as product to consume during the day. When looking at their website, Burn is involved in sports events (skateboard, surf, snowboard) and electronic music (for instance, by recently sponsoring David Guetta). So, Burn moving to adulthood?

“Unleash the beast” / “Go big, or go home”

Right from the beginning, Monster differentiated from its competitors in terms of communication policy. No mass media, but advertising that would mainly target athletes of extreme sports. Like Burn, Monster repositioned its image and made the choice of a larger audience by moving along with the times (and with its competitors). Monster Girls - sculptural hostesses dressed like Lara Croft for Monster events – made their appearance. Monster sponsored motor and bike sports and athletes, but also music. Finally, the brand picked up on multiplayer online games becoming competitive sports disciplines. Monster is currently organizing a partnership with Call of Duty for the launching of a new opus. From hyper-focused to hyper-present, Monster is currently the 2^nd brand of energy drinks in France.

No, it's not porn, it's HBO...sorry Monster

Upon closer scrutiny at these brands communication, it is a ruthless battle of who will be the most extreme, provocative, sexy, innovative, connected…and – more than anything – representative of today’s youth.

Pierre