Andrew Curry writes:

Sometimes you stumble on good news by accident. So it was recently when one of our analysts – while researching something else – found some excellent coverage in the trade press (which we’d missed completely) of a project we’d done late last year for Red Bull. The project was about how consumer manage their energy levels, a subject we’ve been interested in for about a decade, when we first started to thinking about the idea of ‘consumer currencies’ which went beyond money and time. The Red Bull project enabled us to take a far closer look at how consumers think about energy levels and manage them, day-to-day and even hour-to-hour. In particular, we found that consumers were very aware of energy levels at different times of the day, and the idea of ‘transformational energy’ emerged from the research – making sure that you have the right energy levels to be set up for the next part of your day.

Red Bull used this insight as part of a new creative platform, “Want to Squeeze The Day Dry?”, which launched in May. The campaign was developed both to bring former Red Bull customers back to the brand, and also to inform retailers about the value of the whole energy category. Yannis Kavounis, the Futures Company Director who led the research, observes:

The energy category has only been around since the late 90s, so it’s really amazing to see how savvy and sophisticated consumers have become with their energy needs, and how to satisfy them, in such a short period of time. Gone are the days where people talked about time management and physical kick. Today, it’s about holistic energy management with a wide range of desired energy modes; transformational energy fits really well in this, as people’s efforts focus on managing energy levels throughout the day and making the most of it.

The photograph at the top of the post is by Andrew Curry. It is published here under a Creative Commons licence.

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