During May, Red Bull earned the biggest rise in its advertising awareness in the United States among brands tracked by YouGov.
Based on data from YouGov Plan and Track, Red Bull saw the most significant rise in ad awareness (whether someone has seen or heard an advertisement from a company in the past two weeks) in May. The company recently partnered with Sonic Drive-In to create a Red Bull Slush beverage. The product debuted in May and was promoted on TV by Sonic throughout the month.
The chart below shows the increase in Red Bull Ad Awareness score (whether someone has seen or heard an advert broadcast by a company in the past two weeks) for the month of May right around the time that spots began airing. YouGov BrandIndex data shows the brand’s Ad Awareness scores have increased by five percentage points since the advertisement’s release – up from 17% to 22% by the end of the month.
The ads, which rolled out as short TV spots, are meant to highlight the new collaboration and generate awareness for the new slush drinks. In the version below, a motocross rider quickly touts the new slush before ending with a pun on jump-starting his bike.
It’s interesting to see Red Bull spike on the Ad Awareness index because the company typically eschews traditional advertising and prefers event marketing and to sponsor extreme sports. For example, last week the company orchestrated a helicopter stunt over New York harbor.