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Episode 33 Red Bull: The Pratfall Effect and the Benefit of a Bad Taste

In this episode, we examine the promotional prowess of Red Bull from marketing the drink and facing challenges that came with it's unique and 'unwelcome' taste.

Episode Highlights

Expectation Assimilation

Setting expectations that effect the outcome. Saying something is healthy will make people lower their expectation of its taste, as they always expect a tradeoff.

Buckley Example

Canadian cough syrup brand Buckley's used their sour taste as a strength in marketing, using the logic that if it tastes bad and works, it has to be potent.

Price Relativity

Using relative price in the market to make your brand and offer seem much more.