👩‍💻 Persona: “Olivia the Overachiever”. ( University at Buffalo dataset)

Name Olivia
Age 20
Gender Female
University Year 3rd Year
Sleep Duration 8.0 hours
Study Hours 4.6 hours/day
Caffeine Intake 0
Screen Time 1.8 hours
Sleep Quality 8 (high!)
Favorite Red Bull Red Bull Zero

🧠 Description:

Olivia is a health-conscious, ambitious third-year student who gets enough sleep, keeps her caffeine low, and still maintains a solid study routine. She’s not currently an energy drink user but could be converted during crunch times — especially by Red Bull Zero, which aligns with her clean, focused lifestyle.

⚠️ Pain Points:

💡 Olivia’s Red Bull Moment:

“During crunch time, I don’t want to mess with my rhythm … but I need a gentle push. Something that clears the fog without the crash.”

Improvements/Opportunities

Time Opportunity Tactic / Idea
11 AM – 1 PM Pre-class energy dip “Refocus Station” pop-up cart near lecture halls offering Red Bull Zero samples + QR to unlock a study Spotify playlist
3 PM – 5 PM Afternoon slump after lunch Instagram story ad with "Still Got More to Do?" message linking to Red Bull “Focus Kit” (e.g., digital planner, 20-min lo-fi mix)
8 PM – 11 PM Study session fatigue “Focus Mode Ritual” pack via campus delivery: Red Bull Zero, branded Pomodoro timer, access to Discord study room
Weekends Routine prep, project planning Email/SMS with personalized productivity tips from Red Bull Study Ambassadors, featuring Olivia-style routines

đź’ˇ Bonus:

Red Bull should own the “productive energy” niche among health-aware students* like Olivia — not by being louder, but by being smarter, timely, and clean in messaging (think: wellness-forward energy).