Red Bull On The Road

Hey all! The latest of my advertising critiques that I want to share is a branding strategy everyone familiar with. Red Bull in recent years has employed their Wiiings Team, formally known as the Red Bull Mobile Energy Team, to hit the streets and hand out free energy drinks, primarily on college campus. By doing so, this ingenious tactic zones in on their key demographic -- college-aged males and females. Read my article below to see how exactly Red Bull is the face of successful outdoor and direct marketing.

 

As always, the plain text article is posted following the actual article (pictured below).

Suzy

Red Bull On The Road

Red Bull Presents... A Brilliant Form of Outdoor/Direct Marketing

The Red Bull Way

 

The Wiings team is a unique and distinctive form of advertising that goes above and beyond the rest to reach the consumer directly. Red Bull's advertising is revolutionary and is indicative of the path that advertising today is taking. Rather than the ordinary and unimpressive methods seen in decades prior, Red Bull is committed to ensuring their brand is visible on the street. Mobile displays of the Wiiings team feature a vehicle painted blue and silver, for the company's colors, and with a giant can of Red Bull mounted on top, which is clearly visible from afar. The vehicles are designed to be eye-catching and identifiable, and it sure is that.

Why the Wiiings Team?

The purpose of Red Bull employing this type of direct and door-to-door marketing is simple. Don't wait for the customers to come to you, bring the product to the customer. The target audience and market for the popular energy drink is your everyday average college student. And what is the most common trait among college students? Laziness! Because college students are so overwhelmed and stressed, unless you hand something to them, chances are they will not take the initiatve to attain it themselves. Even in the case that Red Bull is seen as an aid to students who need the extra boost, unless you literally drive up to a student and tell them something is free, they will not be as likely to go after it. The Wiiings team is genius; equipped with attractive females (rarely males) driving around college campuses, parking, and giving out free energy drinks. College males want to date these genetically perfect females and college females wish they could be them. And when given the opportunity to save money on beverages, a college student will jump as high as they can when the words "free" or "giveaway" are mentioned.

"Red Bull Gives You Wiiings"

The target audience of Red Bull through their Wiiings team initiative is aligned with their target market in this case. The European energy drink, originating from Austria, took the United States by storm. Out of the $275 million dollars in revenue last year for the energy drink industry, Red Bull owned 65% of that. Red Bull has become increasingly popular with college students and nocturnal party animals, all in their late teens to late twenties. The establishment of the Wiiings team was to aggressively target that same audience and market with a new approach.

The Wiiings team is comprised of attractive 20-something females that drive around in certain locations of the country to make stops at universities and distribute free Red Bull. This ingenious form of advertising has seen unprecedented success nationally for a variety of reasons. The Wiiings team is instructed to specifically stop at university campuses during the daytime hours, when there is a rush to get to class. And then again on the weekends, when students are getting ready to go out at night and could use Red Bull or two to mix their alcohol with. Therefore the audience is compromised of males and females, aged 17 to 23, living on-campus or nearby. Although the target market is more specified, the audience is all college students that may be walking past a marked Mini Cooper with Wiiings team members handing out free Red Bull out of the trunk.

The target market of the Red Bull Wiiings team enjoys the college party atmosphere and nightlife. Alternatively, it is also for that same type of student who needs their Red Bull fix after a long weekend of partying  in order to get through their stack of schoolwork. Red Bull's website refers to their Wiiings team member as "cruisin' in the Red Bull Mini, delivering wiiings to students cramming or igniting the coolest party in town" (www.redbullusa.com). The age demographic is still 17 to 23 year old undergraduate students, both male and female. It is for the outgoing personalities and social butterflies who enjoy a little boost of energy to get them going. This same type of student also tends to be the procrastinator since they spend all weekend catching up with their social life, and the week trying to keep up their pace with academics. The typical Red Bull target market member is like myself -- a 20-year-old college student with high ambitions and a heavy workload, easily susceptible to stress, and with a lot on her plate between academics and extracurricular commitments. A Red Bull is just what I need to wind down at the end of the day and focus on schoolwork or to keep me energized when out for girl's night out after a stressful jam-packed week.

Who doesn't love free?

One reason alone is enough to label the Red Bull Wiiings team as an effective advertising strategy... FREE! Who doesn't love free? And when targeting college students who are notorious for being poor and broke all the time, there is no reason why they wouldn't grab a few Red Bulls for their dorm refrigerator on their way back from class. Even for students who may not even like the taste of energy drinks, they will probably still stop and grab a few simply because it is a giveaway. Students grab a Red Bull here and there. Soon enough, after feeling the increased productivity and energy as a result of the drink, they will go out to purchase their own the next time they need an added jolt of energy to get them through the day or night. 

Pushing the Limits: Supre

The article below entitled "Pushing the Limits" is another piece from my advertising critique magazine I created. This particular piece really needs no introduction - it is a unique yet controversial piece examining the poor brand marketing choices made by Australian retailer Supre. Out of all the critiques I researched and wrote, I felt most passionate about this topic. It won't take long to realize why when reading this piece.

The article (as designed) is seen below to give you a visual of the template and layout, all designed by me. Scroll down to read the article in plain text.

Suzy

Pushing the Limits

By: Susan Mosejczuk

In a world where body image is everything, the trend of super slim models has made the brave transformation to an appreciation for a real figure. But some retailers are still displaying their designs on super skinny mannequins and feed the notion that skinny is the only way to go. So how far is too far in the world of outdoor advertising and marketing where mannequins come complete with a fully visible rib cage and spine? Let's take a look...


Advertising faux paux
When walking down the street, not many individuals stop to pay attention to the attributes of the mannequin in the window display. For decades, the standard in the fashion industry, and for the most part still is, that clothing is made in smaller sizes, and so are the models that wear them. With recent movements to make the “real woman” more accepted in the judgmental fashion industry, designers have made their sketches available in larger sizes. That’s just the first step; runway shows are shying away from super stick thin models. All of these have been breakthroughs in the fashion industry in recent years but one problem still remains. Retailers are still using unrealistically thin mannequins in their window displays. It would be one thing to see this type of branding in high-fashion or couture, but not from your everyday “looks for less” store. The fashion felon in this circumstance? Supré stores – the market leader in Australia and New Zealand for female youth fashion with over 170 stores.
Often compared to the United States chain of Forever 21, Supré has been named Australia’s most successful retailer. For a store that sells trendy designs with a smaller price tag, you would think it would position itself to appeal to a broad market of consumers. Instead, not only do stores outfit their mannequins with tight designs but they happen to show off their ribs and bones. Coincidentally, after visiting the store a few times, their saleswomen look identical to their mannequin counterparts. Effective advertising? Certainly not. When companies such as Dove has repositioned themselves in the market to appeal to the real woman who has flaws and flaunts them, Supré has taken a step backwards.

During the movement towards embracing a curvier figure, the argument has been that it is unfair to label bigger woman as “real women”, because it hurts the self esteem of naturally thin females. It is one thing to outfit your entire window display with small mannequins. It is another when they are all contoured with a very visible ribcage and spine. Retailers rely on an elaborate window and in-store displays to attract the attention of passing consumers. This type of advertising can cost a retailer big bucks if the in-store merchandising is completed by an outside company. In order to remain on the top of the fashion chain, Supré has allocated a
significant portion of their budget to creating a precise brand image. Along with that, comes a frequently changing window display. It wasn’t until my trip to Melbourne while shopping on Collins Street that I noticed out of the corner of my eye, an army of “anorexic” mannequins in the Supré storefront.

Fashion felon: Supre

What is the purpose of this advertisement? 

Supré’s intention in using mannequins in window displays is the same as any other fashion retailer: to display clothing in the most aesthetically appealing manner that catches the attention of potential customers. The purpose succeeds greatly in any store because it is the easiest and most “in-your-face” way of advertising the designs of that particular retailer. However, by using mannequins that clearly flaunt their ribs and other bones in an unnatural manner, this becomes an ethical issue. In this scenario, the use of this outdoor marketing alters the purpose of the advertisement. Rather than just displaying clothing, this advertisement is conveying the message that the thinner, the better and some shoppers may be turned off from Supré altogether because they do not feel welcomed.
 

What is the target audience of Supré?

Situated on the busy Collins Street in Melbourne, the target audience of this Supré advertising is widespread. This offensive use of mannequins is displayed in the store front that hundreds of thousands of individuals pass on a daily basis. The sex of the target audience can be either male or female, ranging in any age, race, religion, etc. Certain assumptions, however, can be made based on the location of this particular Supré. Positioned in a bustling shopping emporium, the target audience mainly consists of three types of people. The first audience member would be a tourist visiting Melbourne on holiday, either as a part of a family trip, a weekend getaway with a partner or best friend, or an exchange student traveling Australia. Because of the popularity of Collins Street, it is safe to assume that a majority of the people walking by the Supré storefront are not actually from Melbourne, but rather just visiting and shopping. The second audience member would be a Melbourne resident and working class professional, either male or female, and probably in their mid-20s and older. The shopping district is central to the business district of Melbourne. Whether on their way to or from work or heading to a lunch date, this young professional will be exposed to the outdoor advertising of Supré. And lastly, the third audience member would an individual who enjoys recreational shopping, is probably female and a resident of Melbourne and is in their late teens to early 40s. The exposure of the Supré mannequins is vast because of its busy location and any one person that walks by, regardless of their consumer profile, becomes a part of the target audience.

What is the target market of Supré?
Out of all the individuals that pass by the Collins Street Supré, the audience is narrowed down to a very specific target market. The Supré customer is only female. She is young, ranging anywhere between 13 and 25. She is a student in high school or college and is shopping on a very specific budget, or simply enjoys a good deal. She is either from Melbourne, for this specific location, or visiting on holiday. She is young and hip and enjoys following the trends of fashion. She certainly has a good sense of fashion since Supré designs are either very simple or eclectic and either way, she has to know how to put an outfit together. The Supré shopper is also small in size, very small. Not only does their window display suggest that you have to be rail thin to fit into their designs, but the actual clothing in the stores runs very small on sizes. Therefore, the Supré shopper is athletic, in shape, or naturally of a smaller stature. Ranging in sizes from XXX small to Large, coincidentally enough, when browsing the store you will easily find an abundant amount of XXX small sizes, and maybe one, if any, larges.

What are they doing wrong? What they can do to fix it!

So why is it ineffective?

A few years ago when stick thin was “in” this would be acceptable. In today’s society with companies repositioning themselves constantly in the market as embracing women of all sizes, this type of marketing is severely ineffective and ethically wrong. Many window shoppers that walk by do not stop to notice the appearance of the mannequin, unless you are walking by as I did. A few of the mannequins had no clothing on, while the others’ clothing was so skin tight that their ribs were accentuated. Anorexic looking mannequins? Certainly ineffective. Think about all the young women who walked by of a slightly larger size and noticed those mannequins. A potential consumer now turned an emotional wreck; this type of advertising and brand appearance affects the consumer turnout for Supré. It even affected me severely – someone who had embraced the discounts that Supré offers a study abroad student on a budget. Someone like me, who is an average-size young woman, was uninvited from entering the store after witnessing the army of anorexic mannequins. And even though I am comfortable in my own skin, one glance at a mannequin with her ribs sticking out and you begin to question yourself. How sexy did I feel at that moment while on Collins Street in Melbourne? Not very sexy at all. I found myself looking up and down at every inch of my body making sure I wasn’t accidentally spilling over anywhere, because it certainly would not be in line with the Supré way.

What can the company do to avoid controversial advertising?
In a world where filing a lawsuit has become second nature, Supré needs to conform to the remainder of retail society and make their mannequins and window displays more welcoming to women of all shapes and sizes. Because of the ethical issues faced with their current mannequins, as well as the lack of size availability in-stores, the target market is very narrow as to who should actually shop at Supré. The retailer has a social responsibility and to make its impact on society positive rather than negative. Word to the wise – if Supré wants to see an increase in sales and an expansion of their target market, they need to convey the appropriate brand image. Because it is certain that portraying women as frail and made up of only sticks and bones does not make for an effective advertising campaign for your clothing designs or your brand. How hard is it really to diversify the sizes of mannequins? By adding just a few pounds here and there to a plastic statue, not only will more women feel apt to shop at the store, but you can prevent controversy and confrontation with angry shoppers who feel the same way I did during my stroll down Collins.

America Really Does Run on Dunkin'

“Power Walk” Radio Ad

TRANSCRIPT

00:01: Song begins in background                                                                               “Steps” by They Might Be Giants

Taking a power walk (In my tennis shoes)                                                         
Watch as I power walk (My elbows up high)                                                                     
I’m gonna power walk into the municipal building

(Elevator, escalator)                                                                                                    
No, I choose to power walk

00:23: “Start your day a little healthier with the new fiber rich multigrain bagel and power walk into that municipal building. America Runs on Dunkin’”

- END -

Purpose of Advertisement

"American Runs on Dunkin'" -- a very bold statement made by a coffee retailer, suggesting that the entire nation relies on Dunkin' Donuts for every day functionality. This new strategy of re-branding succeeds at positioning the chain as a quick but appealing alternative to specialty coffee shops and fast-food chains. The purpose of this particular radio advertisement is to remind listeners that Dunkin' Donuts is a smart choice for coffee and breakfast food on your way to work. The radio commercial has a jingle playing in the background that is motivating, catchy and interesting. It is telling listeners that if they grab Dunkin' Donuts, they will have the energy and enthusiasm to power walk into their office and have a successful day at work. This is suggested through the part of the song "Elevator, Escalator. NO I chose to power walk", while hearing thousands of feet stomping up stairs in the background. 

Target Audience

The Dunkin' Donuts radio advertisement audience is specifically made up of males and females ranging in age 18 to 45. Because these radio advertisements are specifically aired during the morning commute and rush hour, individuals are either working men and women on their way to work or a student driving to school. The target audience earns at least $40,000 as indicated by Dunkin' Donuts -- because they will be driving a car. He or she will be listening to the A.M. frequency during their morning commute or the F.M. frequency during the afternoon ride home. The particular audience includes individuals in their car rather than those at home since the use of a radio in households have severely diminished. The morning commute and breakfast time is between 5:30 a.m. and 9:00 a.m. The majority of the audience is the older working crowd. The most important advantage of radio advertising, particularly for Dunkin' Donuts, is the frequency of listeners; it is proven that the morning timeslot is the most listened to segment of the day.

Target Market

The purpose of this radio advertisement, as well as all other advertisement components for the campaign, is identified on the DD website as:

"The America that we're talking about here are the everyday folks who get things done. They're unpretentious, comfortable just being themselves, and like to order their coffees in small, medium or large, thank you very much. They're busy people who use Dunkin' to get fueled up for work or play. They don't have time to linger, because they've got things to do. But they do like to have fun. This is their brand."

The Dunkin' Donuts target market is compromised of individuals that would not mesh with the main competitor, Starbucks. There is a very distinct divide between the two and as touched on by the DD website, the Dunkin' Donuts lover is either a college student or career-oriented individual who needs coffee to make it through the day. They are most likely from a big city such as New York or Boston, or along the suburbs, since Dunkin' Donuts originates in New England. The DD lover is a person that is constantly on-the-go and wants to get their daily intake in the most efficient manner possible. The drive-thru is their savior since their morning commute is already hectic enough without having to get out of the car or make stops along the way.

The DD lover is a male or female, young professional or dedicated student, middle-class American, from their late teens to late 40s. They like to have set routine and rarely step outside of their comfort zone. They order the same type of coffee and breakfast sandwich every day and are comfortable doing so. A typical Dunkin' Donuts customer is like Susan. Susan is in her mid-thirties and is a working professional in suburban Connecticut with three young children. She starts her day with a double espresso latte, giving her energy to get through the morning. During the weekends, Susan takes her children to Dunkin' Donuts to enjoy a light breakfast and get her caffeine fix before taking her children to dance rehearsal, little league practice, etc.

Analysis of Effectiveness

Collectively, Dunkin' Donuts allocated an initial $2,361,665 dollar budget for radio advertising alone. It was determined that radio segments of 15 to 30 seconds long would be most beneficial, making the advertisement short and to the point - exactly the kind of mentality the Dunkin' Donuts customer has. The "Power Walk" radio advertisement is effective because of the time slot, played during the early morning or evening, and gives the working person more incentive to stop by a Dunkin' Donuts franchise on their way to or from the work place.

The song played is identifiable and will stick in your head after one quick listen. This type of short advertisement is a nice change of pace from the remainder of wordy and lengthy radio advertisements that a driver would not tolerate because of their short attention span while sitting in traffic. The genius behind the Dunkin' Donuts ad is it is mainly music, so a listener is not as quick to change the station. By the time it is identified as an advertisement, the message has already been conveyed. The radio advertisement further succeeds in purpose - to convey a message to the public that DD products are always ready for the convenience of every customer. It uses a short and sweet message with no extra additives and incorporates light-hearted humor to draw attention. In this particular radio ad, the message is short and sweet. The song conveys a meaning that DD can get you through any obstacle, including the rough start of a work day. A little caffeine and some carbohydrates  and you will be power walking up to your office in a confident manner. Sales certainly increased with the launch of "America Runs on Dunkin'" and soon enough even Starbucks lovers started to run on Dunkin'. Why bother will tall, grande, or venti when you can stick to a small, medium or large? Dunkin' Donuts simplifies the process of a morning commute and surely gets your through the day.