How Red Bull optimises need-state-based retail activations

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

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...

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