How Red Bull optimises need-state-based retail activations

Sam Peña-Taylor

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...

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