In 1985, Kastner helped develop a brand from scratch, creating a global phenomenon, Red Bull. We started with the can design and ended with probably the most innovative communication concept ever developed for a brand. 34 years later, we’re still going strong.
Despite everything we achieve together, the challenges never stop coming.
As attitudes change, how do you stay relevant? In multiple markets, how do you keep consistent? And faced with fierce competition, how can you maintain the edge?
Over time, we’ve answered all these questions and more.
Working hand-in-hand with Red Bull, there are new problems to solve every day. But there is one thing that guides everything we do. It’s the belief that understanding why a product matters in a consumer’s life is the way to win a place in their heart.
So, illustrating Red Bull’s purpose, we cheekily dramatise moments when people could use some wings. Above-the-line, below-the-line, through-the-line, we work with Red Bull, not only defining the customer, but also a calendar of occasions, when they’re most likely to purchase.
So, how are we doing after all this time?
In 2018, we helped Red Bull sell more than 8 billion cans around the world, and 460 million here in the UK. It means, with sales still increasing, Red Bull is the only growing soft drinks brand inside the world’s top 10.
But while the numbers speak for themselves, the thing we’re proud of most is that even after 34 years, we’re still collaborating non-stop, challenging preconceptions of what a brand should be.