Academic Research, Concept development, Marketing
TU Delft
case: Red Bull
2016
INTRO
Littering is a growing problem in the world. Research shows that the brand which is found most between the litter in the Netherlands is Red Bull. This project concentrates on the question how the Red Bull consumer can be stimulated to dispose their can in an environmental friendly way.
The proposed concept is a new vision on how the Red Bull consumer could be stimulated to litter less. The concept is embodied through a new design of a can combined with a 360 degrees marketing campaign.
Graduation Project Industrial Design Engineering Earned Title:
Master in Science / Ir. // 2016
RESEARCH
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.
INTERACTION VISION
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)
CONCEPT
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.
