Zero Calorie, Zero Carbs, Zero Sugar Red Bull Expected to Invigorate the Category
Expect the same Red Bull energy with a “new twist” on the classic Red Bull flavor when Red Bull Total Zero hits the bars and store shelves across America in April.
In fact, new Total Zero Red Bull with your favorite vodka maybe the perfect new ‘Skinny Girl‘ cocktail of Summer 2012.
The iconic size of the can remains the same as does the Red Bull Logo but the can is steel grey and silver with a yellow band with the reminder that this version has zero calories, zero carbohydrates and zero sugars.
Red Bull hopes to get any former fans that may have left for other lower calorie and carb energy drinks, and consumer reaction to the introduction of a slightly different flavor is greatly anticipated. Considered by most industry analysts to be a safe line extension, the Red Bull ‘Total Zero’ is expected to cannibalize current sales at introduction but also inspire new sales and new interest in the energy drink category.
Although Sugar Free has solid presence, Total Zero is targeted at the successes of Coke Zero, and SoBe’s Zero Calorie line and the early test and initial sales figures of Monster Absolutely Zero. The line extension is the first since 2009 for Red Bull who only maintains their Original Red Bull and Sugar Free Red Bull varieties currently.
The company pulled the last two spin-off due to sluggish sales and breaks in distribution when Red Bull Cola and Red Bull Energy Shots were discontinued. Red Bull Cola was a high caffeine soft drink rather than an energy drink and the energy shots never reached the consciousness of the consumer that enjoyed sipping a Red Bull in that familiar can.