| Title | Frog Prince |
| Agency | Kastner & Partners |
| Campaign | Red Bull Gives You Wiiings |
| Advertiser | Red Bull |
| Brand | Red Bull Energy Drink |
| Posted | October 2000 |
| Product | Energy Drink |
| Business Sector | Soft Drinks, Tonics |
| Philosophy | Creative Strategy: The universal positioning of Red Bull stimulates body and mind is translated into the more memorable and inspiring line Red Bull gives you wiiings! A distinct adult cartoon campaign follows with a traditional problem/ solution format. This is supported by selected below-the-line and PR measures: Extensive samplings in all countries, events, selected sport sponsoring and photo files for journalists. Media Strategy: A strong focus on electronic media: TV, radio, cinema and a year-round media presence for a target group of post-modern, hedonistic, modern employees. For TV, a focus on private stations, in radio, young progressive/ innovative stations, mostly night flights and in cinema, urban areas and open-air theatres as support. Results: The advertising objectives were achieved and in most cases, surpassed. In the UK, sales increased in 1998 by 185% and in 1999 by an impressive 315%. In Germany, sold 42% more in 1998 and 61% more in 1999. In Sweden, sales increased by 40% in 1998 and 74% in 1999. In Belgium, 87% more in 1998 and 71% more in 1999. In Portugal, sales grew by 40% in 1998 and by 28% in 1999. |
| Problem | Marketing situation: In most countries, a premium price of an average of 1.50 Euro per can in retail will hardly be accepted by the consumer. On average, the price of a can of Red Bull - an Energy Drink thats an efficient aid in time of intense physical or mental challenges, a functional drink - is three times higher than a can of Coca Cola. Consumers definitely need a good reason to buy. Advertising Objectives: Establish or increase the understanding and acceptance of the category. Position Red Bull as the original Energy Drink with a believable proven effect. Build a bridge to the hearts of the consumers by communicating the core brand values - individuality, humor, innovation and non-conformism Increase sales and market shares across Europe. |
| Media Type | Television |
| Length | |
| Art Director | Horst Sambo |
| Copywriter | Johannes Kastner |
| Advertising Manager | Franz Brückner |
| Account Manager | Brian Veasey |