1. YELLOW LAUNCHMAJOR LAUNCH MARKETS – ON PREMISE
SAN ANTONIO
TAMPA
DALLAS
HOUSTON
ATLANTA
MIAMI
PANAMA CITY
SOUTH PADRE ISLAND
THE 8 MARKETS IN BOLD WILL HAVE OUT OF HOME ADVERTISING SUPPORT FROM MARCH-MAY
NASHVILLE
NEW ORLEANS
2. YELLOW LAUNCHTOP LINE ON PREMISE PLANS
MAR APR MAY JUN JUL AUG SEP OCT NOV DECFEBJAN
PRE-LAUNCH
LAUNCH
DIST IN ALL TOP ACCTS, CA
DIST AT ALL MAJOR OnP EVENTS
OUT OF HOME (8 MARKETS)
DP ACTIVATION CALENDAR SOUTH BU ADVERTISING CALENDAR
GROW
OnP SEEDING
SIN PARTIES
EVENT INVOLVMENT
PUSH FOR DIST AND DRINK FEATURES IN ALL MUSKETEER ACCOUNTS
CONTINUE TO INTEGRATE INTO INDUSTRY PARTIES, STRONG FOCUS ON SUMMER HOLIDAY EVENTS/POOL PARTIES
YELLOW TO BE INCLUDED IN ALL PA DISCUSSIONS
MAR APR MAY JUN JUL AUG SEP OCT NOV DECFEBJAN
PRE-LAUNCH
LAUNCH
TARGET ALL A+B ACCTS
DP PROGRAMMING
OOH (8 MARKETS)
GROW
DP SEEDING
SET UP PROGRAMS
DP LAUNCH MEETINGS
PUSH FOR DIST AND DRINK FEATURES IN ALL A+B ACCTS
DP PROGRAMMING WHERE NEDED (INCENTIVES/DISCOUNTS, ETC…) INCLUDE IN BULL OF THE QUARTER INCENT.
3. YELLOW LAUNCH GUIDANCE - MUSKETEERS
Seed OnP opinion leaders (Promoters,
top bartenders, managers/owners of
key accts)
PRE-LAUNCH LAUNCH GROW
JAN 1 – FEB 15 FEB 16 – MAY 31 JUN 1– DEC 31
Yellow listed at all major Red Bull and
3rd party OnP events with strong CA/
free to consumers
SIN parties in major markets (Miami,
Dallas, Houston, Tampa, ATL)
Yellow pushed in all 2015 PAs,
chalkboards/Yellow POS in
warehouses for launch (Order in Jan)
Target all higher volume and image
accts. Place Yellow POS/reset coolers
CA in accounts with listing, get
reduced price drink features. Utilize
OPM expenses to get cans in hands
Listing & CA at all major 3rd party and
Red Bull owned events.
Yellow to be pushed in all 2015 PAs
Key Dates/Targets
• Listing in 50% of Musk accts by
May 31
Key Dates/Targets
• Seeding product in market by X
• DP product in warehouses by
first week of Feb
Target all Musketeer accts for listing,
continue to push CA in all accts
Continue to integrate into industry/3rd
party events. Strong focus on summer
holiday parties (Mem/labor day, 4th…)
Yellow to be pushed in all 2015/2016
PAs
Key Dates/Targets
• Listing in 60% of Musk accts by
May 31
4. YELLOW PRE-LAUNCHNOLA REGION
BARCADIA
ERNST CAFÉ
LUCY’S
THE BOOT
THE CLUB
VIC’S
FULTON ALLEY
GORDON BIERSCH
WALK ONS
HAPPY’S
RUSTY NAIL
BALCONY
RENDEZVOUS
LE BON TEMP ROULE
GENERATIONS HALL
APRES
THE WILLOW
REPUBLIC
BRUNOS
TJ QUILLS
ROCK N SAKE
RITAS TEQUILA HOUSE
ROYAL SONESTA
RUE BOURBON
RESTAURANT
STILETTOS
THE MANSION
THE SWAMP
LUCKY PIERRE’S
BABE’S CABARET
BAMBOULAS
BLUE NILE
DBA NOLA
MAISON
VASON
DAT DOG
BULL DOG
HALF MOON
FAT HARRY’S
EIFFEL SOCIETY
SUPERIOR GRILL
MAPLE LEAF
TIPITINAS
DUGOUT SPORTS BAR
HILTON
SHERATON
RENAISSANCE HOTEL
INTERCONTINENTAL
PRYTANIA BAR
MIDCITY LANES
PALMS
PHILIPS
MONKEY HILL
HYATT
RED EYE
THE DISTRICT
RENDEZVOUS
HUSTLERS BARELY LEGAL
JOHNNY WHITE’S CORNER PUB
JOHNNY WHITE’S PUB & GRILL
KRAZY KORNER
LA BAYOU
LAFITTE’S BLACKSMITH SHOP
LARRY FLYNT’S HUSTLER CLUB
LIPSTYXX
MAISON BOURBON
OLD ABSINTHE HOUSE
MANGO
OLD OPERA HOUSE
OZ
PIER 424
RAINBOW ROOM
RATS HOLE
RAZZOOS
RED FISH GRILL
RICKS CABARET
RICKS SPORTING SALOON
SEEDING Danielle HeinErin Samanie
BAYOU BURGER AND SPORTS
BEACH ON BOURBON
BIG EASY DAIQUIRIS
BIG EASY OF BOURBON
BIG EASY OF ST LOUIS
BOURBON COWBOY TOO
BOURBON HEAT
BOURBON PUB PARADE
BOURBON STREET BLUES
CAFÉ LAFITTE IN EXHILE
CATS MEOW
CENTERFOLDS
CHROMATIC
DÉJÀ VU SHOWGIRLS
FAIS DEAUX DEAUX
FAMOUS DOOR
FAT CATZ
FAT TUESDAY
FRITZELS
FUNKY 544
6. YELLOW LAUNCHNOLA REGION
ERIN
SAMANIE
PHASE
1-‐3
TOTAL
TARGET
ACCOUNTS
112
• 5
A-‐TOP
• 16
A-‐IMAGE
• 13
A-‐VOLUME
• 78
B
DANIELLE
HEIN
PHASE
1-‐3
TOTAL
TARGET
ACCOUNTS
107
• 2
A-‐TOP
• 13
A-‐IMAGE
• 10
A-‐VOLUME
• 82
B
• Chalkboards or Illuminated Poster Frames to be placed in each account with Yellow
• 100 Bar Kits to be given to the first 100 accounts to purchase the Yellow B1G1
• 25 Each Musketeer and 50 DP accounts- buy 1 case get 1 case of Yellow free
• Kit comes with POS, Yellow Bar Key and Red Bull Bar Mats
7. ENSURE EXCELLENT IN-ACCOUNT EXECUTION
AVAILABILITY
MENU LISTING
& RIGHT PRICE
CONSUPTION ACTIVATION
VIA PRINT POS
PERFECT VISIBILITYPERFECT SERVE
9. EXECUTION: POS
PRINT ASSETS
AVAILABLE FEB ‘15
+ 2 Face Table Stand
+ 3 Face Table Stand
+ 11” x 17” Poster for
Illuminated Frames
POS ITEMS
AVAILABLE MAR ‘15
+ Lenticular Cooler Wrap
+ Premium Menu Card Holder
+ Blackboard Yellow Edition
Stencil
VIDEO CONTENT
AVAILABLE MAR ‘15
+ 10 minute reel with
Red Bull Yellow Edition
video content to be played
on account TV screens
10. YELLOW PRE-LAUNCHNOLA REGION
Staff Break/Dressing Rooms Seeding and
Wings Team Sampling:
Work with targeted accounts to hook up their
Staff break/dressing rooms with Yellow
Edition Four Packs and send in the Wings
Team to hook up the staff before their busy
nights.
• AT WORK: 15 Targeted Missions
• Timeline: Feb. 5th to March 31st
11. YELLOW LAUNCHNOLA REGION
SIN Sunrise Party: On Premise and Marketing
Event
It will be the SIN and morning of the year! All
Service and Hospitality Industry invited will be
personally invited to an iconic location where
they will be wined, dined and mystified by the
new Yellow Edition.
• All things Yellow: Drinks, Décor, and
Entertainment
• Everyone will walk away with a Yellow
Edition Four Pack
• Tentative Venue: Jackson’s on the water for
best view of sunrise
• Tentative Dates
BUDGET: On Premise will contribute $2,000. Waiting to confirm
with Marketing on their contributions.
12. YELLOW LAUNCHNOLA REGION
Follow the Yellow Edition Brick Road: SI Bar Crawl
on Bourbon
Work with Top 9 Accounts on Bourbon and one
walking tour guide (entertainment) to give the bar
staff a day out on the town, on us. We can also
invite OL’s, DP, and FORBS
• Spray paint chalk to make a brick road to each
account
• Digital Campaign to support accounts and the
Yellow Brick Road
• Yellow Edition Navigator/Itinerary placed in a
lanyard for everyone to where.
• 3 Team Bonding activities at three of the 9 bar
crawl stops – archery, corn hole, flip cup,
dodge ball, or four square.
BUDGET: $400 for Print + $1000 for Activities + $300 for Spray Paint
Chalk + $300 for Photographer = $2,000 Total
13. YELLOW LAUNCHNOLA REGION
All for one and one for all! Introducing the Yellow
Musketeer.
The historically accurate, fully costumed Yellow
Musketeer will run the streets of New Orleans
comping bar tabs and spreading the news of the new
Yellow Edition. You want to find Red Bull’s Mr. Mardi
Gras.
• Timeline: Feb. 14th to March 31st
• Targeted Big Moments: Yellow Edition Launch,
Mardi Gras and Spring Break
• He/she will also attend DP launch meetings, Bar
Staff trainings and Parades to keep both the team
and consumers engaged and excited.
• Leverage Bar Games prizes with purchase of
musketeer costume for Q2 or Q3 (Halloween Staff
Incentive)
BUDGET: $800 for Costume and Actor
14. YELLOW LAUNCHNOLA REGION
REDEX:
Work with FMS/Wings Team to deliver one
case of Yellow Editions via the hack RedEx.
Surprises bouncers and doormen.
30 Locations approx. 300 Service Industry
People Impacted
• Top 15 Accounts on Bourbon
• Top 5 Accounts on Frenchman
• Top 5 Accounts in Uptown
• Top 10 Accounts in Warehouse District
BUDGET: $200 for Print/Wrapping for Cases
15. YELLOW LAUNCHNOLA REGION
French Quarter Fest: April 9th – April 12th
• Pat O’s (Charlie Bateman) owner is on the board and interested in partnering for a Red Bull signature
cocktail with Yellow Edition.
• Open festival on the river front that brings in about
BUDGET: $100 for Print
16. YELLOW LAUNCHNOLA REGION
ST. PATRICK’S DAY: What happens at the end of
the rainbow? You find your pot of gold!
Work with top accounts in the four target areas
to create a frozen Yellow Edition (RBV) drink
served “leprechaun” style in a custom pot of
goal toped off with a rainbow straw. Work with
accounts that have existing frozen drink
machines.
• Exclusive to Big Easy Daiquiris – 9 Locations
• Superior on St. Charles – 1 Location
• Lucy’s in the Warehouse District – 1 Location
BUDGET: 2,000 cauldrons at $2.09 a piece = $4,180 in Total
