Every now and then I get a little bit restless and I dream
of something wild
Red Bull Total Zero
Ahh, Red Bull always stays conservative with their brand extensions. They don’t release flavor after flavor. They don’t have funky packages or gimmicks. What they do deliver though is tried and true classic energy drinks. You always know what you are going to get from Red Bull and judging from brand loyalty I think it is working for them. Now they are stretching out a little here with the new Total Zero but only a little. To differentiate it from the Sugar Free red bull they added a twist of citrus.
Packaging: Well It is an 8.4 oz Red Bull can(they have larger sizes as well). Shape and size is just like all their drinks. It has the Clashing bulls, the offset different colored square and such. The colors are a muted grey and sliver. Then On this can there is a yellow band around the top touting all the different Zeros like sugar, carbs, and calories. I have to say they have they have kept the great brand recognition which is a must and yet gave it little tweeks so you can pick it out from their other drinks. I think the muted colors work with the Zero concept. Grade A-
Slogan: “Red Bull gives you wings”. Grade A- for slogan. The most well know energy drink slogan in the world
Taste: Ok so popping the top I get the expected classic Red Bull scent. Pouring some in a cup it comes out the expected light caramel color with a medium carbonation. Taking a sip I get a drink that is not as sweet as the other Red Bulls. Like the colors on the can I would call it muted. It is Red Bull classic all the way yet with the different sweeteners and the hint of lemony citrus at the end it is different. It is dryer and not as cotton candy like yet in subtle ways. So if you fin regular and sugar free a little cloying then you need to try this drink. I’ll give it a solid B
Kick/Ingredients: So drinking down the entire 8.4 oz can woke me up ok. It was exactly what I expected. Non jittery alertness that last a few hours and allowed me to get stuff done even though I was pretty sleepy before I drank this. Of course there is no crash with the lack of sugar. I mean if you are reading this you surely have tried Red Bull so you know what to expect. Each 8.4 oz can comes in at zero Carb, sugars and Calories of course. It is sweetened with sucralose, aspartame and ace-k. So is it the strongest? Not by far. Does it deliver exactly what people expect? Yes it does. Grade B
Web Presence: The site at redbullusa.com is really more about image and extreme sports than anything. In this area they really deliver with a ton of multimedia content and loads of entertainment. Red Bull really promotes themselves as a lifestyle as much as anything. Not only is there extreme sports but there is music as well. Still you will find some product info there just not a lot. Grade A
Recap:
Ok so after dropping their last 2 brand extensions I hope this one sticks. (I really thought the shot should have continued). With Zero being the new rage I really think they have a winner here. I think Red Bull fans will embrace it and with the slightly new taste they might even bring in a few new fans. I know you will see this soon everywhere so email me edjunkie@edjunkie.com and let me know what you think.
