Students face intense cognitive fatigue during academic high-stress periods (e.g., exams, project deadlines), yet energy consumption is often reactive and unstructured. Red Bull has an opportunity to position itself not merely as a beverage but as a strategic ritual to enhance focus, recovery, and productivity during high-impact academic occasions.
Break down of the problem statement:
| Problem 1 | Improve Acquisition: Red Bull needs to increase trial and discovery of its product during high-stress student occasions (e.g., late-night study sessions, finals week). Many students rely on coffee or unbranded energy options instead. Strategic occasion placement can drive first-time trials. | | --- | --- | | Problem 2 | Improve engagement: Red Bull’s current presence is episodic. To build habit and preference, it must engage students with personalized experiences (e.g., study kits, Discord rooms, curated focus playlists) across the entire exam/study cycle. | | Problem 3 | Stand out from competitors: Monster and Celsius dominate gym and gaming occasions. Red Bull must uniquely own the academic focus occasion by blending its brand energy with utility — offering both performance and cultural fit in the study zone. |