Red Bull has some serious wings!
We were asked by Gulf Marketing Review to provide some media insights on energy drinks in the UAE and KSA for their December 2007 issue. The exercise showed that no one in the sector seems to understand PR, with the exception of the phenomenal job that Red Bull is doing.
Despite there being very few articles on energy drinks during the period of coverage (October 2007), Red Bull still took home 90% of the share of voice.
But a properly conducted measurements report is never complete without the outtake. So, we asked the target audience and were not surprised to find that recognition of Red Bull is in line with their PR activities.
The KSA market is a much more homogeneous one than the UAE. This is rather important to note, as foreigners constitute the majority of the population of the UAE. As such, we are looking at two fundamentally different markets. For instance, age, income and gender played a key role in brand recognition in KSA, but did not have the same impact in the UAE market.
The above tables tell the full story.