Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Red Bull used the principle of relativity to shrink their can and grow their sales
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Apr 9, 2024 Discover how Red Bull turned a unique taste into a marketing triumph, using consumer perceptions to enhance brand appeal. Explore the paradox of flaws in marketing, showing that acknowledging an unpleasant taste can boost trust and effectiveness. Delve into Red Bull's innovative branding as it transitioned from a medicinal drink to a premium energy beverage, complete with distinctive packaging strategies. The insights reveal the power of understanding consumer demands and highlight the importance of creative and counterintuitive marketing approaches.
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Bad Taste Became Strength
- Red Bull faced negative feedback for its taste when entering Western markets but didn't change the formula.
- The bad taste reinforced the perception of potency, linking flavor to effectiveness.
Expectations Alter Taste Perception
- People taste what they expect, so unhealthy items are often rated tastier.
- This expectation forms a self-fulfilling prophecy, shaping taste perception.
Owning the Awful Taste Wins
- Buckley's cough syrup embraced its awful taste as a strength in ads.
- This candid approach helped it surge to top market position despite low advertising spend.