Red Bull, the world's leading nightlife and party brand, wanted to tap into a new consumer trend called "tardeo" which is currently on the rise.
DESIGN RESEARCH | RED BULL
How could we position a brand perceived as "functional" in a more relaxed moment of consumption? By creating the perfect drink for that moment of letting the hours pass between friends and laughs.
How we design it
We explored the possibilities of Red Bull consumption during the "tardeo" and as a support for socialization.
We carried out several observation days in different "tardeo" areas in Madrid and investigated different solutions for its consumption during this time.
We conducted sessions with two bartenders that were focused on designing four Red Bull cocktails that could fit into the "tardeo". The cocktails were designed based on the findings of the Industry Focus Group and the information gathered during the Observation phase.
We defined the ideal cocktail for the "tardeo". The two bartenders spent a week elaborating four possible cocktails based on market insights.
In order to understand the consumers' vision, we carried out two Customer Focus Groups. The aim was devising a relationship model for the target and identifying communication areas to activate potential consumers. We also carried out several sessions in a real consumer environment, testing Red Bull's final product in a "tardeo" situation.
The real-tardeo cocktail
Red Bull Mistura
We defined a roadmap to reach this new model of relationship with consumers and correctly implement the cocktail designed during the "tardeo".
We experimented, co-created and tested with professionals and consumers until we had invented Mistura.
Mistura is a cocktail made up of Red Bull, sugarfree Açai and Vermut; it's on the cocktail menus of the most vibrant bars everywhere.
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