The act of choosing and purchasing an energy drink is
considered a routine response behavior given their relatively low cost and minor impact on
a consumer’s life. In order trigger a “need response” in shoppers Red Bull will
often make agreements with store chains to place branded coolers stocked only
with Red Bull in check-out lanes other high visibility areas. These glowing
coolers stand out to customers waiting in line and burdens them with questions such
as – “Are you tired? Are you thirsty?” By ensuring premium product placement
with retailers, Red Bull is able to effectively increase the chance that a
customer will reach for their product over a competitors.
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