LINK test results:

Ballerina: STSL: 83 Communication: 89

Base jumper: STSL: 93 Communication: 83

Background

Since 2007 FMX was ADRENELINE RUSH communication platform with Ultimate Energy message

In 2014 Red Bull overcame AR on TOM and became #1 equity brand in 2017

ULTIMATE ENERGY POSITIONING: Adrenaline Rush gives you energy to achieve success

NEW POSITIONING: Yes You Can

Adrenaline Rush gives you energy & fuels your confidence to overcome fears & doubts to take step towards your goals.

Campaign Results:

Turned around brand equity KPIs delivering highest (L5Y) TOM and awareness

First step in landing new brand purpose based on strong emotional consumer insight

Breaking the clutter execution with distinctive TOV and characters