Sleepy tired, what on earth to drink?

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For a long time, Red Bull has been synonymous with the vitality of the sport. Its name is closely associated with the scenes of long-distance driving, and also with those sports with vitality, such as skateboarding, cycling, skydiving, surfing, off-road, racing, motorcycle and so on.

Just like yesterday, today we will do a small test. Can you say red Bull’s current slogan? “Tired tired drink Red Bull!” Good, wrong answer, it is a well-known slogan of Red Bull, just a bygone era. So what is it now? I’m sure you’ve heard it. When I say it, you’re like, “You have more energy than I thought.”

But this sentence is far more popular than the phrase “tired tired drink Red Bull”. Like the terenzo mentioned yesterday, Red Bull is also caught up in the intoxication of brand upgrading. I’m not totally against brand upgrades, I just think it’s a shame they don’t have a better stamp.

“Tired tired drink Red Bull” this simple slogan, where is the subtlety? First of all, it describes the situation — when you feel sleepy and tired. Second, it gives instructions to stimulate the user’s response – drink Red Bull. In just seven words, the core selling point of an energy drink is very straightforward and a short, powerful call is made.

In the growth gossip model, we repeatedly emphasize that when you do brand, if you want to position yourself, you need to make it clear to the users what the scenarios and functions of using you are. Red Bull’s original slogan apparently did just that. Sadly, it has since dropped its recognisable slogan. Perhaps because it has been running for 20 years, it no longer needs to do so. However, from the effect of the advertisement alone, the words of “your energy is beyond imagination” after iteration are more cool and powerful, and can even be used as the ending of a speech, but there is no memory point.

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The classic slogan that Red Bull has abandoned, and which its rival uses directly, is “Drink Dongpeng when you’re tired and sleepy”. Of course, the follow-ups didn’t catch up with the popularity of the original, but it also reflects the high recognition of this strategy by another brand.

And there are plenty of down-to-earth slogans that, like Red Bull once was, are as much about what they are about. For example, “afraid of fire drink Jiaduobao”. What other brainwashing phrases can you think of? Welcome to leave a message! (Time to reveal your true age lol)

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