Interview structure: Semi-structured
Personal information (Warm up)
- When/ Why do you drink Red Bull? Related to sports/parties/whenever/when sleepy..
To be honest, most of the time I drink Red Bull is when drinking at parties. In Mexico, sports culture is different than in Europe. The first thing that comes into my mind when thinking about Red Bull is how the drink (with Red Bull) will make me feel as energetic as if I was doing an extreme sport. It is true we associate Red Bull with extreme sports, but it doesn´t necessarily mean we actually practice it.
Would you say you lead an energetic lifestyle?
Yes, I would consider myself quite energetic. I like to be active all the time and I don’t enjoy having free time.
So, what type of activities do you like to do?
I like exercising at the gym, going out with friends, going shopping, etc.
Do you associate your personality with your drink?
Yes. For example, I don’t drink a lot of coke because I consider myself healthy and I care about myself, I prefer drinking water or juices.
In which situations do you get in contact with Red bull? (Brand touchpoints)
I like being part of the community. I don’t personally contact Red Bull; I prefer to participate in their fun posts mostly about extreme sports, as well as in forums. This way I interact with people around the world with common interests as me: extreme sports.
Red Bull Perception
What makes Red Bull in your mind unique? (USP ?)
Luckily for Red Bull, I believe their USP is to be the first in the market to introduce this idea of energy drinks. Monster and all the others that are now in the market came after.
Why do you think this?
Because for example, if you think about features that could make it unique we can’t come up with one that is true for Red Bull. The cheapest? No. The best taste? No. Ingredients different than other brands? No. More energy than others? No. Different market? No. That leaves us with the hypothesis that they were lucky...