Kastner & Partners are the advertising agency who discovered Red Bull and brought it to market, creating the Energy Drink category in the process. Since then, the K&P network has been giving Red Bull wings for over 30 years now. Whilst at K&P, and being the only creative team in the London office, we worked on a wide range of briefs using the cartoon concept including TV, print, sampling and social media.
One of the most iconic components of the energy drink brand is its recognisable cartoon style. The first TV cartoon spot, Leonardo, aired in 1992 and ever since then the style has not changed and neither have the requirements - quirky, timeless and internationally translatable concepts.
A number of our concepts have passed the rigorous international approval process. And so far two have aired, with more lined up to be animated soon.
Traditionally Red Bull does not advertise their product through big print and press campaigns and instead uses POS, Direct & Indirect Sampling and Social Media. This allows them to target consumers during specific moments of need - such as starting university, a general election or their first driving lesson.