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MEMO
TO: Abbey Levenshus
FROM: Evan Page, Ad Director
DATE: March 5, 2019
SUBJECT: Recommended Advertising Plan

This memo recommends that we realign our advertising plan for this 2019 summer season
in order to better target our primary target audience of college students.

You asked me to review our current advertising plan and come up with a revision for the 2019
ad campaign. According to our own LinkedIn account, our main target market is teenagers
and college students (13 to 21 years), young adults (21 years to 35 years) and also working
professionals.

Target Audience
Given that our primary target audiences are college age teens and adults, Red Bull needs to
focus its advertising plan in a way that will appeal to them. According to Pew Research
Center’s report on Successful Advertising, young, college age adults appeal to creative, funny,
and relevant advertisements. Our target audience is concerned the least with advertisements
that revolve around statistics, product information and benefits and instead want to be sold on
the product through the advertisement alone.

Shifting our advertising efforts from statistic heavy media and print advertisements to college
age, appealing, creative content will be key to gaining popularity among college students.
Also, according to Pew’s research on News Use Among Young Adults, college age students
tend to get their news and spend a majority of their time on social media. This shows that we
need to specifically target our advertisement on different social media sites so that we can be
sure we are effectively placing our campaign where our target audience will most likely be.
Although our audience spends a lot of their time on social media, our ad will still be easily
circulated in print form on college campuses.

Ad Campaign
For our summer season ad campaign, I have come up with a solution that will be able to hit all of
our necessary criteria. It will be easily circulated on social media and on college campuses. Also,
it will be funny, creative and relevant. Lastly, it will drive our strategic message that Red Bull gives
college students the energy they need to succeed. Our product, being an energy drink, is sold in
small, 12 fluid ounce cans. We want to maximize our sales of our compact energy drink and I
believe the campaign I am outlining for you will do just that. The campaign will feature the
signature Red Bull can with the question “Finding it had to maintain the energy you need to
study for exams?” the question will be followed with our signature phrase modified to engage
college students: “Give those test scores some wings”. Our product is meant to energy to its
users and the underlying strategic message here is that if students consume Red Bull, they
will have the energy they need to succeed.
To conclude, by using this updated advertisement we will be able to effectively
reach our target audience, college students, on all social media fronts as well as
circulate our ad on college campuses. By making the ad funny, creative and
relevant, we will be appealing to every aspect of what our audience wants in an
ad. If we continue putting our advertising money into statistics and product
information, we will not reach our audience but instead, drive them away from our
product. By using this advertisement, we can further maximize our brand
awareness to college students to support our sales goals.

I will follow up with you in one month to outline preliminary data regarding the
new advertisement after my team and I conduct some sample testing on
specific focus groups.
Cigarettes?
Finding it hard to maintain the
Don’t Act a
energy you need to study for
exams?
FOOL!

Go buy a JUUL!

Give those test scores some wings.

Disclaimer: Red Bull does not enhance cognitive abilities nor does it give one
the power of achieving greater mental capabilities.