Food & Drink (160)
Highlight your brand and your competitors
The energy zone is a Red Bull visibility tool, highlighting the energy drink shelves in store. It aims to increase the visibility of the energy drink category in store by framing Red Bull amongst other energy drink brands. The display has been placed in 3 cities in the South of France and raised the sales of the category by 30 - 40%. The brand plans to roll out the display in 200 other supermarkets in France.
Why it matters
Highlighting the category may also benefit Red Bull’s direct competitors. Red Bull has made the choice to let all energy drinks gain exposure against other drinks categories. Do you think highlighting your category instead of your brand is the best way to increase (proportionally) the sales of your brand?
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