Red Bull | Marketing strategy for behavioral change

Things we did

Creative concept development

Academic research

Strategic decision making

Client

TU Delft / (Partly) Plastic Soup Foundation

Year

2018

PROJECT

Live Project

A concept encouraging consumers to behave environmental friendly

CHALLENGE

Red Bull was identified as one of the most littered brands in the Netherlands. The challenge was to explore how a brand with a strong presence could positively influence consumer behavior — encouraging people to dispose of their cans responsibly (without telling them what they were doing wrong)

Digital Experiences

Research shows that Dutch consumers have the intention to dispose the can in an environmental friendly way at the moment of purchase, but the problem is that they do not always act according this intention caused by different motives. The aim emerged to strengthen the attitude of the Red Bull consumer towards the social norm of appropriate disposal behaviour. The most important interaction is that the person should feel proud about his behaviour.Red Bull already gives a person a boost in his personal feelings (Red Bull gives you Wingssss) Elaborated on this feeling the product should evoke the feeling of doing good for society. (HALO) The final proposed concept Halo motivates users to behave according to their intended behaviour. At the moment of purchase the consumer is offered to choose between the Halo edition; a limited edition with a golden wrap on top of the can, and the original edition. By choosing the Halo edition he or she promises to himself to dispose the empty can in the bin. The golden wrap (the visual translation of a Halo) is a mark that represents the promise to act environmentally friendly. By giving people freedom of behaviour and creating decision points the intended behavior of the consumer is strengthened and therefore the consumer will be motivated in a positive way to trow their can in the bin.

APPROACH

User & Brand Research: The overal consumer has an intrinsic motivation to dispose their litter in a bin while purchasing. The aim is to strengthen their intentional behavior.

Industry Insights: Research revealed that when people commit to sustainability upfront, they follow through — as seen in “green campings” where festival-goers purchase tickets with a promise to keep the campsite clean. This insight became the analogy for the final concept.

Concept Development: Translate this principle to a single product: the Red Bull can.

The “Halo Can” was introduced, a can design with a golden label on top.
Instore consumers get to choose between a Halo and a regular Red Bull. By choosing the Halo Can, the consumer makes a promise to dispose it responsibly.
This special edition is the same price, but visible to others, signaling a sustainable choice and therefore creating social accountability + a sense of proud.
The label serves as a reminder throughout consumption and disposal.

Marketing & Communication: A concept was designed for a 360° campaign including designs for packaging, point-of-sale communication and advertising (poster and video). A campaign featuring Yuvat Westendorp, a well-known personality, showcased the concept in action.

The concept merges behavioral science, branding, and user experience into a simple, tangible mechanism that encourages responsible behavior — while keeping the fun, aspirational identity of Red Bull intact.

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RESULT

The Halo Can concept was successfully translated into a compelling marketing idea, picked up by an advertising agency and incorporated into a pitch for a new Nederland Schoon campaign.
Demonstrated how a strong brand can positively influence consumer behavior without changing the product itself.
Showcased a 360° solution integrating product design, behavioral psychology, and marketing.
All combined in an acedamic report.

The campaign exemplifies how creativity, research, and strategic thinking can turn a challenge — littered cans — into a positive, behavior-driven brand experience.

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Digital Experiences

Research shows that Dutch consumers have the intention to dispose the can in an environmental friendly way at the moment of purchase, but the problem is that they do not always act according this intention caused by different motives. The aim emerged to strengthen the attitude of the Red Bull consumer towards the social norm of appropriate disposal behaviour. The most important interaction is that the person should feel proud about his behaviour.Red Bull already gives a person a boost in his personal feelings (Red Bull gives you Wingssss) Elaborated on this feeling the product should evoke the feeling of doing good for society. (HALO) The final proposed concept Halo motivates users to behave according to their intended behaviour. At the moment of purchase the consumer is offered to choose between the Halo edition; a limited edition with a golden wrap on top of the can, and the original edition. By choosing the Halo edition he or she promises to himself to dispose the empty can in the bin. The golden wrap (the visual translation of a Halo) is a mark that represents the promise to act environmentally friendly. By giving people freedom of behaviour and creating decision points the intended behavior of the consumer is strengthened and therefore the consumer will be motivated in a positive way to trow their can in the bin.

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