RED BULL SIMPLY PERPLEXING
There are many reasons for Red Bull's success. One of them has been its unity of purpose in a single product, a single can, a single message. Its best extensions have stayed close to the core - a sugar free variant, a larger can, but still with the same design and the single message. However generous one might be about the company's occasional forays into other market sectors, they certainly distracted management and probably dented energy drinks growth. Carpe Diem, Lunaqua and Sabai have not exactly been crowning glories. So, what should we make of Red Bull Simply Cola ? To me, there are just too many contradictions. I like the idea of "natural" cola, but this is not a word that springs to mind for Red Bull. Cola is a big gulp, unsuited to a small can. In the United States, Monster Energy is closing fast on Red Bull. 20 years ago Pepsi gained momentum when the other guy supposedly blinked. Is Red Bull blinking ? I hope not.