Growth in FMCG is tough. The rules have long been clear to big brands that subscribe to the Byron Sharp mantra: low-frequency buyers are what fuel brand growth. However, consider the example of Red Bull, the 30-year old, Austria-headquartered, ostensible drinks brand. After 20 years in the United States – the setting for this study – the company was staring down the barrel of flat household sales.
All new revenue growth in the country has come from intensification to the tune of $11 billion, according to Laura-Lynn Freck, Senior Manager, Shopper Insights, Red Bull North America, who was speaking...