The adoption of animal properties of speed, grace or strength (or all three together) has always been a feature of branding, and this idea certainly seems to work for Red Bull.
Most of its competitors seem happy to try to steal a bit of market share with very similar design language and a slightly different animal, and when the price is right, it does deliver sales.
Whilst I’m not target market I’d probably respond favourably to a more surprising story. Why not take inspiration from the unexpected prowess of the warriors in one of my favourite films – Kung Fu Panda? ‘Mantis’ has a certain ring to it, don’t you think?
Takeout: Not the first time I’ve commented on the energy drink market’s one-dimensionality. I salute the self-awareness behind concepts like ‘Pussy’, but we need more innovation here.
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