Tuesday, April 8, 2008

A Natural High? Red Bull Cola...

So...have you heard the news? Red Bull plans to enter the cola market and take on the likes of cola power brands Pepsi and Coke. Using the tag line "Strong and Natural" the beverage will be all natural (100%) using actual coca leaf and kola nut. (Does that make it more of a "Coca Kola" than Coke itself?) The product's US launch is slated for June and it will command premium prices.

Looking at this product introduction from a marketing/branding perspective, I'm not sure if branding the drink as Red Bull is the best idea. Why? First of all, when you think of Red Bull the energy drink, natural doesn't seem to be a prime connection (for example, a major ingredient in it, taurine, is synthetic). Also, being branded Red Bull, most people will expect the drink to be a super-powered, energy cola. Since the cola isn't out there yet, I'm not sure how much of an emphasis will be placed on the trademark "giving you wings" factor. Having a large focus on natural makes me think Red Bull should have branded this under it's Carpe Diem brand (the name of its botanic water). I guess time will tell whether or not this was the right branding strategy -or- right tag line for this new cola.

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