Creative impulse

Earlier this month Red Bull launched what it called "the first ever graffiti advertising campaign", at a cost of pounds 2m. Its first stage has seen an army of signwriters daubing original visuals (a Red Bull can against a plain white background) overnight with spray paint to produce new advertising messages each week. Posters have been displayed in all major city centres, with a strapline that reads: "Caution: Do not drink when you want to sleep." Further executions will run in national newspapers, style titles and the sports press.

The client: Red Bull

Rajeev Saxena, marketing director

This brand has been around for over a year now, and we mounted an ad campaign at launch which worked very well to generate awareness of it. But it emerged that while just under 70 per cent of people had heard of Red Bull, many just didn't know what it was - they thought it was a lager or a cider. We had to resolve that, by explaining more clearly what it is.

We're in a difficult position, because the market norms here are set by Lucozade. But Lucozade primarily focuses in fluid replacement after sport, and because Red Bull gives a lift before activity we do not want to compete head to head. What we wanted to get across is that Red Bull is a stimulation drink, with both physical and mental benefits, in an irreverent, energetic and unique way.

The agency: KLD

David Jenkins, account director

Red Bull is an everyday drink that will help you live life to the fullest, and we identified students, clubbers, sportsmen and career achievers as the people it's most likely to appeal to. We had to get to each of these groups in a way that was maverick and witty, and that would poke fun at establishment norms. The graffiti idea not only expresses what the product is about - graffiti is an individualistic and irreverent art form - but also gives us the scope for mounting different expressions of what Red Bull is, with the spray paint additions.

Each execution is aimed at a particular sector of our market, and so far the right people have responded to the message specifically aimed at them. One execution, which had the cans representing starting blocks with a runner's feet graffitied on, was aimed at the sports people, telling them the drink will keep them going when practising. Another, "IQ", was for the students and careerists, telling them that Red Bull clears your mind when you need to concentrate. The "caution" underneath is used because whenever you caution someone about something, it tends to arouse their interest further; "Do not drink when you want to sleep" draws attention to the caffeine content, which provides the "stimulation" promised on the can.

Some sites were graffitied for real, though some posters went up pre- graffitied - to have hired people to graffiti them all would have been cost-prohibitive. The aim was to create the perception that all the sites had been graffitied, which gave a campaign that needed to deliver factual product benefits a strong element of fun.

Start your day with The Independent, sign up for daily news emails
Arts and Entertainment
Ramsay Bolton in Game of Thrones
tvSeries 5, Episode 3 review
News
peoplePair enliven the Emirates bore-draw
Arts and Entertainment
tv
News
Britain's opposition Labour Party leader Ed Miliband (R) and Boris Johnson, mayor of London, talk on the Andrew Marr show in London April 26
General electionAndrew Marr forced to intervene as Boris and Miliband clash on TV
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Marketing Executive - Urgent Requirement - Central Manchester

£20000 - £23000 per annum + 20 days holidays & pension: Ashdown Group: Marketi...

Ashdown Group: Trainee Consultant - Surrey/ South West London

£22000 per annum + pension,bonus,career progression: Ashdown Group: An establi...

Ashdown Group: Trainee Consultant - Surrey / South West London

£22000 per annum + pension,bonus,career progression: Ashdown Group: An establi...

Guru Careers: Social Media Executive / SEO Executive

£20 - 25K + Benefits: Guru Careers: We are seeking an experienced Social Media...

Day In a Page

Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

How a costume drama became a Sunday night staple
Miliband promises no stamp duty for first-time buyers as he pushes Tories on housing

Miliband promises no stamp duty for first-time buyers

Labour leader pushes Tories on housing
Aviation history is littered with grand failures - from the the Bristol Brabazon to Concorde - but what went wrong with the SuperJumbo?

Aviation history is littered with grand failures

But what went wrong with the SuperJumbo?
Fear of Putin, Islamists and immigration is giving rise to a new generation of Soviet-style 'iron curtains' right across Europe

Fortress Europe?

Fear of Putin, Islamists and immigration is giving rise to a new generation of 'iron curtains'
Never mind what you're wearing, it's what you're reclining on

Never mind what you're wearing

It's what you're reclining on that matters
General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

Chuka Umunna: A virus of racism runs through Ukip

The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
Yemen crisis: This exotic war will soon become Europe's problem

Yemen's exotic war will soon affect Europe

Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
Marginal Streets project aims to document voters in the run-up to the General Election

Marginal Streets project documents voters

Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

The real-life kingdom of Westeros

Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
How to survive a social-media mauling, by the tough women of Twitter

How to survive a Twitter mauling

Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

At dawn, the young remember the young

A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

Follow the money as never before

Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

Samuel West interview

The actor and director on austerity, unionisation, and not mentioning his famous parents
General Election 2015: Imagine if the leading political parties were fashion labels

Imagine if the leading political parties were fashion labels

Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence