CHALLENGE
From one-time buyer, to homestocking

Red Bull is seen as an occasional energy boost rather than an everyday essential. The challenge is to shift consumer behaviour so that keeping Red Bull at home feels natural and habitual.  Transforming it from an impulsive buy into a fridge must-have in the fridge by building emotional relevance around home stocking.

INSIGHT
Hard training, home athletes don’t have the variety of equipment that gym athletes have

While everyone is taking the spotlight with a Hyrox, pilates, fitness, a triathlon or a marathon, there’s a growing group of athletes that are overlooked. The Home Athletes. Covering at least 32% of all Dutch athletes. This growing group of athletes seeks flexibility and convenience in their workouts, wants to save time and money or deals with anxiety in gyms. Their problem? They don’t have the variety of equipment that gym athletes have.

APPROACH
We’re giving them the tools to keep pushing themselves at home

Red Bull introduces a line of gym gear, using cans as weights. This helps these athletes to get the most out of their home workouts. As fitness is a habit, staying consistent means always having a stock of Red Bull cans in your fridge.

SOLUTION
Red Bull Homegym

Red Bull Homegym is a platform that recognises home athletes by equipping them with gym gear, sparking immediate home stocking. Through its YouTube channel, it builds consistent workout routines, adding emotional relevance to always keeping a stock of Red Bull at home. And to fuel motivation even further, Red Bull gives these athletes a powerful goal: the Online Red Bull Homegym Event, where thousands of people train together simultaneously from around the world.