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Overview of appendices

Appendix 1: Interview Guide

Appendix 2: E-mail Red Bull Denmark

Appendix 3: Comparison of prices

Appendix 4: Transcript of interview with Line Krogh

Appendix 5: Transcript of interview with Kathrine Brøgger-Mikkelsen

Appendix 6: Transcript of interview with Han Chieu Lam

Appendix 7: Transcript of interview with Martin Ito

Appendix 8: Transcript of interview with Emil Sørensen

Appendix 9: Transcript of interview with Rikke Reng Rasmussen

Appendix 10: Transcript of interview with Ninna Nonbo

Appendix 11: Transcript of interview with Søren Otto Simonsen

Appendix 12: Transcript of interview with Joakim Grant Frederiksen

Appendix 13: Transcript of interview with Magnus Rudbæk

Appendix 14: Transcript of interview with Peter Olesen

Appendix 15: Transcript of interview with Signe Navne

Appendix 16: Transcript of interview with René Mikkelsen

Appendix 17: Transcript of interview with Michael Bjerremand

Appendix 18: Transcript of interview with Thomas Pedersen

Appendix 19: Ratings in willingness to buy Red Bull energy drink

Appendix 1

Interview guide

Themes Questions

Introduction The topic of the interview is presented, along with the interviewer and the respondent

Traditional sponsorships‘ influence on the perception the Red Bull brand

The videos “Red Bull Mini Drome 2013” and “Building a studio!” by Red Bull Denmark are shown to the respondent, before asked the following:

Now think of the two videos and imagine that Red Bull is a person:

o Would it be a boy or a girl?o What would he/she be like?o How would he/she spend the weekend?o Where would he/she live?o What clothes would he/she wear?

On a scale from 1 to 10, 1 being the lowest and 10 the highest, how willing are you to buy Red Bull Energy drink?

What do you base your answer on?

The sponsorship of Felix Baumgartner’s influence on the brand perception

The video “Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights” by Red Bull is shown to the respondent, before asked the following:

Now think of this video with Felix, and again imagine that Red Bull is a person:

o Would it be a boy or a girl?o What would he/she be like?o How would he/she spend the weekend?o Where would he/she live?o What clothes would he/she wear?

On a scale from 1 to 10, 1 being the lowest and 10 the highest, how willing are you to buy Red Bull Energy drink?

What do you base your answer on?

Knowledge of Red Bull Stratos, the sponsorship of Felix Baumgartner

Did you know that Felix Baumgartner’s jump was sponsored by Red Bull?

Did you watch the live stream? Why did you watch it?/Why did you not watch it?

Competitors to Red Bull

What energy drinks do you find as attractive as Red Bull?

o Why is that?o Which energy drink would you choose to buy?

Appendix 2

Red Bull Denmark E-mail correspondence

From: Lena Agerbo Sent: 15 March 2013 9:08 To: Josephine Kruse Subject: Generelt|http://www.redbull.dk

Hej Josephine

Tak for din henvendelse og interesse i vores brand.Jeg kan sige så meget at en stor del af vores forbrugere er ret unge. Vores kernemålgruppe er fra 18-29 og så har vi en ydre målgruppe som strækker sig helt op til 40. det er dem som bruger produktet som erstatning for kaffe i perioder hvor de arbejder meget og intenst

Håber det hjalp dig lidt videre

God weekend

De bedste hilsner / Best regards

Lena AgerboCommunication ManagerP: +45 29405477 | E: [email protected] Bull Denmark ApS | Sankt Petri Passage 5, 4 Sal |1165 København K | Danmark

Translation

Dear Josephine,

I can reveal as much as to say that a large part of our consumers are quite young. Our primary target group is from 18-29 and then we have a secondary target group which stretches up until 40. These are the ones who use the product as a substitute for coffee in periods where they work much and intense.

I hope it assists you in your work.

Have a nice weekend.

Best regards,Lena Agerbo, Communication Manager.

Lena AgerboCommunication Manager

P: +45 29405477 | E: [email protected] Bull Denmark ApS | Sankt Petri Passage 5, 4 Sal |1165 København K | Danmark

Message submitted on: http://www.redbull.dk, Date: March 14, 2013, 18:00 By Josephine Kruse.

Hej, Jeg læser kommunikation og marketing ved Aarhus Universitet, og er netop ved at skrive bachelor projekt om Red Bull og dets placering på markedet for sports-og energidrikke i Danmark. I den forbindelse forespørger jeg information på Jeres primære målgruppe, for at kunne udvælge personer til nogle interviews. Findes der eventuelt statistik over hvem Jeres forbrugere er, og er det i så fald noget jeg få kendskab til? Jeg håber, at I kan hjælpe.

Venligst, Josephine Kruse

Translation

Hi,I study communication and marketing at Aarhus University, and am currently writing my bachelor thesis about Red Bull and its position on the Danish sports and energy drink market in Denmark. In connection with that, I inquire information about your primary target group, in order to select respondents for interviews. Are there any statistics on who your consumers are, and if so, is it something I can acquire acquaintance with?I hope you for your assistance,

Sincerely,Josephine Kruse.

Appendix 3

Comparison of prices on energy drinks in supermarkets in DKr

Føtex Kvickly Netto Super Brugsen Rema1000Red Bull 25 cl 16.66 16.75 16.1 16.25Red Bull 33 cl 22.95 22.95 22.95Red Bull 47,1 cl 28.25 28.25Red Bull Sugarfree 25 cl 16.5 16.5Burn 48,5 cl 18.95Burn Refresh 48,5 cl 18.95Faxi Kondi Booster 25 cl 16.02 16.5Faxi Kondi Booster 50 cl 28Cult Raw Suger Free 25 cl 8.95Cult Raw 50 cl 16.29 10 15.5Cult Raw Suger Free 50 cl 16.29X.Ray 25 cl 6.95 6.95X.Ray Sugar Free 25 cl 5.95Monster Energy 50 cl 16.95 16.5Monster Khaos 50 cl 16.95 16.5Monster Lo-Carb 50 cl 16.95Hustler Energizer 25 cl 5.96Hustler Energizer 50 cl 12.99Guarana 33 cl 9.95One Energy 25 cl (Rema1000) 6.95

ProductAverage price, supermarket Price/Liter

Red Bull 25 cl 16.44 65.76Red Bull 33 cl 22.95 59.55Red Bull 47,1 cl 28.25 59.98Red Bull Sugarfree 25 cl 16.5 66Burn 48,5 cl 18.95 39.1Burn Refresh 48,5 cl 18.95 39.1Faxe Kondi Booster 25 cl 16.26 65Faxe Kondi Booster 50 cl 28 56Cult Raw Suger Free 25 cl 8.95 35.8Cult Raw 50 cl 13.93 27.86Cult Raw Suger Free 50 cl 16.29 32.58X.Ray 25 cl 6.95 27.84X.Ray Sugar Free 25 cl 5.95 23.8Monster Energy 50 cl 16.73 33.46Monster Khaos 50 cl 16.73 33.46Monster Lo-Carb 50 cl 16.95 33.92Hustler Energizer 25 cl 5.96 23.84Hustler Energizer 50 cl 12.99 25.98Guarana 33 cl 9.95 30.12One Energy 25 cl (Rema1000) 6.95 27.8

Appendix 4

Transcript of interview with Line Krogh, 23 years old, university student, resident in Aarhus.

#00:00:00-8# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Line Krogh. I will now show two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark.

#00:00:16-4# Video: "Red Bull Mini Drome 2013" by Red Bull Denmark

#00:01:09-7# interviewer: and the second one

#00:01:09-5# Video: "Building a Studio" by Red Bull Denmark

#00:02:54-8# respondant: Hmm…

#00:02:56-6# interviewer: Okay, now think of the two videos and imagine that Red Bull is a person. Would it be a boy or a girl?

#00:03:04-2# respondant: It would be a boy.

#00:03:06-7# interviewer: What would he be like?

Red Bull 25 cl

Red Bull 47,1 cl

Burn 48,5 cl

Faxe Kondi Booster 25 cl

Cult Raw Suger Free 25 cl

Cult Raw Suger Free 50 cl

X.Ray Sugar Free 25 cl

Monster Khaos 50 cl

Hustler Energizer 25 cl

Guarana 33 cl

65.7659.5559.98

6639.139.1

6556

35.827.86

32.5827.84

23.833.4633.4633.92

23.8425.98

30.1227.8

Energy drinks prices per liter DKrPrice/Liter

#00:03:08-5# respondant: He would be a skater, he would not be that tall, eh, wearing glasses, a cap, eh and white tennis socks.

#00:03:23-2# interviewer: What kind of personal characteristics would he have?

#00:03:26-4# respondant: Eh, he would be like a hipster, so he would be a (laughing) little bit arrogant (laughing) and social and open-minded I think.

#00:03:49-6# interviewer: Yeah, how would he spend the weekend?

#00:03:51-5# respondant: Eh, together with a lot of friends and in a park drinking a lot of beers, making some barbeque. Eh, sleeping late for the next day and then going to drink some beers. Again. Maybe playing some beach volley.

#00:04:15-9# interviewer: Mhh. Where would he live?

#00:04:19-0# respondant: He would live in a bigger city. Eh, if he should live in Denmark it would be Copenhagen or Aarhus, but probably Copenhagen.

#00:04:36-4# interviewer: Okay. Then, on a scale from one to ten, one being the lowest and ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:04:47-0# respondant: Eh.

#00:04:48-5# interviewer: One to ten

#00:04:50-6# respondant: Eh, do I have to think of the brand or of the price?

#00:04:55-0# interviewer: Yeah, you can… That is up to you.

#00:04:57-4# respondant: Because, if I am thinking of the brand and the taste I would like to buy it, but compared, the price compared, I wouldn't because it is too expensive compared to cheaper discount brands.

#00:05:12-5# interviewer: Okay (coughing) then what would it be from one to ten?

#00:05:17-9# respondant: Oh, eh. It would be a six or seven.

#00:05:22-6# interviewer: Okay. Now I will show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights".

#00:05:37-7# Video: "Felix Baumgartner's supersonic free fall from 128k - mission highlights".

#00:06:06-2# respondant: What is it? (interruption in the video)

#00:06:15-7# respondant: Ahh… (interruption in the video)

#00:07:10-0# interviewer: Okay, now think of this video with Felix Baumgartner and again imagine that Red Bull is a person. Would it now be a boy or a girl?

#00:07:18-4# respondant: Still a boy.

#00:07:19-6# interviewer: Mhh, and what would he be like?

#00:07:24-0# respondant: Eh, compared to what I said before, he would be extreme, and trying to go to the edge. Ehh, trying things that people haven't done before.

#00:07:41-5# interviewer: And how would he spend the weekend?

#00:07:45-5# respondant: Ehh, trying new stuff. Ehh, that people haven't den before. Trying to figure out how he could figure out to do something. Eh, an idea he might have.

#00:08:00-8# interviewer: Mhh, and where would he live?

#00:08:02-7# respondant: He would definitely live outside of Denmark. (laughing) He would live in America I think.

#00:08:19-1# interviewer: Mhh, and what clothes would he wear?

#00:08:22-0# respondant: What clothes? (laughing) He wouldn't wear anything (laughing). Ehh, something never seen before. Like, really his own style. Now he is not a hipster because that is everybody. Eh, he is yeah, something really special compared to others.

#00:08:45-5# interviewer: Mhh, okay. And then on a scale from one to ten, again, one being the lowest and ten the highest, how wiling would you be to buy a Red Bull Energy drink?

#00:08:55-9# interviewer: After you have seen this video.

#00:08:57-2# respondant: It's a little bit higher. It might be seven or eight.

#00:09:02-4# interviewer: Okay. And why is that? Why is it higher now?

#00:09:07-0# respondant: Mhh, because this video is really extreme and I do like as well extreme things and doing stuff like that. I have been skydiving on my own (laughing) not that high. And I loved it. So…

#00:09:28-1# interviewer: Yeah.

#00:09:29-1# respondant: I really liked it.

#00:09:30-5# interviewer: Okay. Did you know about this, Felix Baumgartner's jump?

#00:09:35-7# respondant: I have heard about it. And, when I saw the video, ehh, I remembered it was something about Red Bull. But I never saw it or anything. I just heard about it.

#00:09:49-6# interviewer: Okay. But you did know that it was sponsored by Red Bull?

#00:09:53-8# respondant: Ehh, when you showed me the video I remembered, but if you told me that somebody jumped from a really high, ehh...

#00:10:02-1# interviewer: From the stratosphere.

#00:10:05-3# respondant: Yeah, then I don't think I remembered it. Maybe because Red Bull is sponsoring really extreme things, that might be my guess. But not because I knew it.

#00:10:21-0# interviewer: Okay.

#00:10:23-6# interviewer: Hm, What energy drinks do you find as attractive as Red Bull?

#00:10:28-2# respondant: Mhh. should I compare energy drinks with alcohol or without?

#00:10:36-3# interviewer: Without alcohol.

#00:10:37-9# respondant: Ehh, the only thing I remember might be Cult and then some of the cheap. I don't even remember the brand. But from Foetex and these shops.

#00:10:56-5# interviewer: Discount ones?

#00:10:57-5# respondant: Yeah, exactly. Ehh.

#00:10:59-1# interviewer: And which one would you choose to buy if you had to buy one? Considering the grand and price and everything.

#00:11:06-4# respondant: I am a student, so I would consider the price, and it would be the lowest. If there was some kind of discount and it was the same price, I would absolutely take Red Bull.

#00:11:20-3# interviewer: Okay. That was it, thank you so much!

#00:11:23-6# respondant: You're welcome!

Appendix 5

Transcript of interview with Kathrine Brøgger, 23 years old, university student, resident in Aarhus.

#00:00:02-5# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Kathrine Brøgger. I will now show you two short videos. "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark.

#00:00:18-4# Video: "Red Bull Mini Drome 2013"

#00:01:11-8# interviewer: And the second one.

#00:01:43-1# Video: "Building a Studio"

#00:03:28-7# interviewer: Okay. Now think of the two videos and imagine that Red Bull is a person. Would it be a boy or a girl?

#00:03:35-4# respondant: Definitely a boy.

#00:03:36-9# interviewer: And what would he be like?

#00:03:38-7# respondant: Ehh, he would be very full of energy, and ehh doing a lot of things at the same time, and ehh kind of dramatic too according to the first video. And according to the second one, maybe a little bit needy too because everything is so clean and yeah, new.

#00:04:01-4# interviewer: Mhh. How would he spend the weekend?

#00:04:04-9# respondant:

#00:04:08-1# respondant: I would, in the evening I would hang out with my friends, partying a lot. And be very ehh, outgoing and during the day I would be more relaxed. Just relaxing and yeah, not that much actually.


#00:04:30-7# respondant: He would live in… Hmm. In Copenhagen.

#00:04:42-0# interviewer: Yeah. What clothes would he wear?

#00:04:45-2# respondant: He would be wearing clothes in the bad boy style I guess. Yeah. he would. But still with a.. synergetic… "udtryk"?

#00:05:10-6# interviewer: He would appear synergetic?

#00:05:13-6# respondant: Yeah, yeah. Yeah he would.

#00:05:14-6# interviewer: Yeah. Then on a scale from one to ten, where one is the lowest and ten is the highest, how willing would you be to buy a Red Bull Energy Drink?

#00:05:25-1# respondant: Ehh, me myself, or?

#00:05:27-4# interviewer: Yeah, you!

#00:05:28-0# respondant: Me, ehh. Four if it's just the energy drink without any alcohol.

#00:05:35-8# interviewer: Yeah, why? What do you base that on?

#00:05:38-3# respondant: Ehh, interviewer: it has a taste of honey, and I don't like that so much. So, yeah. That would be the reason why it would not be higher.

#00:05:46-5# interviewer: Yeah, does the brand have an influence? Or the price?

#00:05:49-4# respondant: The price. Well, yes, because there are so many competitors making kind of the same energy drink. And Hustler and I don't know what they are called but. They are cheaper so maybe that would have an influence.

#00:06:05-2# interviewer: Mhh. I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights".

#00:06:15-6# respondant: Exciting.

#00:06:23-5# Video: "Felix Baumgartner's supersonic free fall from 128k - mission highlights"

#00:07:53-9# interviewer: Okay. Now think of this video with Felix Baumgartner and again imagine that Red Bull is a person.

#00:07:59-3# respondant: Mhh.

#00:08:00-2# interviewer: Would it now be a boy or a girl?

#00:08:01-4# respondant: A boy still, I guess.

#00:08:03-1# interviewer: Mhh, and what would he be like?

#00:08:05-0# respondant: He would be very adventurous, and not be afraid of anything. And, cool.

#00:08:11-8# interviewer: Mhh, and how would he spend the weekend?

#00:08:15-4# respondant: He will do lots of ehh, dangerous bad boy stuff like skating and I don't think there would be any alcohol involved or not that much.Yeah.

#00:08:29-0# interviewer: Mhh.

#00:08:30-4# respondant: Sporty.

#00:08:30-9# interviewer: Yeah. And where would he live?

#00:08:32-4# respondant: He would live somewhere in California.



#00:08:40-6# interviewer: What clothes would he wear?

#00:08:42-6# respondant: He would wear practical clothes. Yeah, depends on what he is doing.

#00:08:47-0# interviewer: Okay. And now on a scale from one to ten, how willing would you be to buy Red Bull Energy Drink?

#00:08:53-0# respondant: Ehh, I think I will be more willing to. Maybe six?

#00:09:00-0# interviewer: Okay, why is it different from before?

#00:09:02-4# respondant: I don't know. I just.. What Felix did at the video was just so amazing that you fell like, yeah. You remember it and you know. I think that's why.

#00:09:14-4# interviewer: Yeah. Did you know that Felix Baumgartner's jump was sponsored by Red Bull?

#00:09:19-6# respondant: Yeah.

#00:09:20-2# interviewer: Did you watch the live stream?

#00:09:21-8# respondant: Yes.

#00:09:22-0# interviewer: Yeah. Why did you watch it?

#00:09:24-1# respondant: Because there was so much talking about it and the news were sending it live and yeah. Everybody talked about it so you just had to see it.

#00:09:33-4# interviewer: Mhh. Then, what energy drinks do you find as attractive as Red Bull?

#00:09:41-1# respondant: I don't think I find any as attractive, maybe on the price, but I feel like Red Bull is the one offering you the best quality. So, I think that Red Bull is number one. But, if I should just use Red Bull for if I went to a party or something like that, I could definitely choose Hustler just because there would not be so much difference when I added alcohol.

#00:10:05-7# interviewer: Yeah. Do you know any other Red Bull's or, energy drinks?

#00:10:10-5# respondant: No. (laughing) Actually I don't (laughing).

#00:10:13-3# interviewer: Okay. That's fine. Thank you, that was it.

#00:10:17-7# respondant: No worries.

Appendix 6

Transcript of interview with Han Chieu Lam, 23 years old, university student, resident in Aarhus.

#00:00:01-3# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Han Lam. I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark.


#00:01:19-0# interviewer: And the second one


#00:03:02-3# respondant: Uhh.. (interruption in video)

#00:03:08-6# respondant: Hit me.

#00:03:10-2# interviewer: Okay. Now think of the two videos and imagine that Red Bull is a person.


#00:03:15-4# interviewer: Would it be a boy or a girl?

#00:03:18-7# respondant: A boy.

#00:03:19-6# interviewer: Why?

#00:03:21-2# respondant: Because it's more masculine in the first video.


#00:03:25-8# respondant: Ehh, and actually it only shows guys in the videos. I think.


#00:03:33-8# respondant: Ehh, and yeah well actually I don't know why I got the association with a boy, but I think that's the message they are trying got send.


#00:03:48-4# respondant: They are trying to get out to the boys.

#00:03:52-3# interviewer: Target boys?


#00:03:53-6# interviewer: What would he be like? If Red Bull was a person. What characteristics?

#00:03:58-9# respondant: Out from the video I think it would be a kind of bad boy (laughing).


#00:04:03-4# respondant: Ehh, you know. Kind of young, in the mid-twenties, like doing whatever he wants.


#00:04:17-3# respondant: Ehh…

#00:04:18-7# interviewer: How would he spend his weekend?

#00:04:20-7# respondant: Party! And yeah just going out all the time. Ehh, not being such a homely person.

#00:04:33-8# interviewer: Okay. Where would he live?

#00:04:39-6# respondant: In a big city. Yeah, it could be you know, New York, Las Vegas, Rome. Something like that.


#00:04:51-9# respondant: You know like, at bit more luxurious.

#00:04:53-8# interviewer: Okay. What clothes would he wear?

#00:04:58-3# respondant: (laughing) Ehh, I'm not thinking tuxedos and all that. Ehh, more like. Not trashy, but you know like jeans which are kind of

worn down a bit, ehh, and a t-shirt I think.

#00:05:21-6# interviewer: Okay. On a scale from one to ten, where one is the lowest and ten is the highest, how willing are you to buy Red Bull Energy Drink?

#00:05:29-9# respondant: Now?


#00:05:33-7# respondant: And I don't have to consider the price?

#00:05:35-8# interviewer: Yeah you can, you can argue for why you choose…

#00:05:38-8# respondant: Ehh, I would think three or something like that. Because you know when I buy it, it tastes good. But you know the cheaper drinks, energy drinks taste quite the same. Ehh, yeah. It's too pricy.

#00:05:59-4# interviewer: Okay, too expensive.


#00:06:01-8# interviewer: Then, I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights"


#00:07:48-5# interviewer: Okay, now think of this video with Felix Baumgartner, and again imagine that Red Bull is a person.


#00:07:53-8# interviewer: Would it be a girl or a boy?

#00:07:55-8# respondant: Still a boy.


#00:08:00-2# respondant: Yeah well. Know it would be like a dare devil, an adrenalin seeker. Ehh, somebody who like to ehh, be wild. Go out in the nature and push his limits.

#00:08:18-4# interviewer: Mhh. And how would he spend the weekend?

#00:08:22-5# respondant: Yeah well not partying (laughing). Ehh, maybe out on adventure travelling. Like out mountain biking, climbing and all that.

#00:08:37-8# interviewer: Yeah. And where would he live?

#00:08:42-7# respondant: That's a good question. Canada? Somewhere. Or somewhere with a nice nature.

#00:08:47-8# interviewer: Mhh. And what clothes would he wear?

#00:08:54-7# respondant: Ehh, a bit more sporty.


#00:08:59-2# respondant: Ehh, you know like a hoodie and jeans. I guess.

#00:09:08-5# interviewer: Yeah, okay. Then on a scale from one to ten now, how willing are you to buy Red Bull Energy Drink?

#00:09:14-6# respondant: Oh, it's still the same.

#00:09:16-9# interviewer: It's still the same?

#00:09:17-3# respondant: Yeah. It's still the price.

#00:09:19-3# interviewer: It's still the price.


#00:09:21-5# interviewer: Okay, did you know that this, Felix's jump was sponsored by Red Bull?



#00:09:28-3# respondant: Which? Oh the live stream?


#00:09:33-2# respondant: Yeah yeah, I saw that.

#00:09:33-4# interviewer: You saw that?


#00:09:34-9# interviewer: Okay, why did you see it?

#00:09:36-1# respondant: Because it was a record attempt, and just a bit exciting.

#00:09:43-5# interviewer: Yeah. Okay. So what energy drinks do you find as attractive as Red Bull?

#00:09:49-1# respondant: Sorry?

#00:09:50-0# interviewer: What other energy drinks do you find as attractive as Red Bull?

#00:09:53-7# respondant: As attractive?

#00:09:54-2# interviewer: Yeah, or more attractive.

#00:09:56-2# respondant: Ehh, yeah well cheaper ones. X-Ray, is the cheapest in Denmark I think. And it has the same taste so every time I buy energy drink I buy that.

#00:10:07-6# interviewer: Okay. thank you, that was it.

Appendix 7

Transcript of interview with Martin Ito, 18 years old, high school student, resident in Aarhus.

#00:00:00-7# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I am interviewing Martin.


#00:00:07-3# interviewer: Okay, I will now show you two videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark.

#00:00:15-0# respondant: Okay.

#00:00:15-7# interviewer: And I will ask you a few questions afterwards. Here is the first one.






#00:02:57-2# interviewer: So now think of these two videos and imagine that Red Bull is a person. Would it be a boy or a girl?

#00:03:03-1# respondant: It would definitely be a boy.

#00:03:05-5# interviewer: Okay, why do you think so?

#00:03:08-0# respondant: Because, first of all there was like, when they were biking. It seemed like very masculine. And a lot of them fell and it seemed really stupid and the type of things that boys would do.


#00:03:20-3# respondant: I don't think girls would do that. And then, when they build the studio it was more like, I guess. It seemed a bit more raw, again.


#00:03:32-5# respondant: It didn't seem very feminine.

#00:03:33-8# interviewer: Okay. Then, what kind of person would he be?

#00:03:37-6# respondant: I think he would be like, outgoing and wild. And, yeah. I guess that's it.

#00:03:48-4# interviewer: Yeah, that's fine! And how would he spend a weekend?

#00:03:51-4# respondant: I think he would go partying with his friends. And also maybe go biking.

#00:03:59-5# interviewer: Go biking, yeah. And where would he live?

#00:04:05-4# respondant: Hmm, if he lived in Denmark, he would definitely live in Aarhus or Copenhagen because ehh. He didn't seem like someone from the countryside.

#00:04:16-5# interviewer: Yeah, and what kind of clothes would he wear?

#00:04:22-2# respondant: I think he would wear some kind of expensive clothing. But at the same time, I don't think he would be like a rich person because he seemed a bit young. And I don't know, if he is like partying all the time I don't think he would work as much.

#00:04:40-1# interviewer: Mhh, okay. Then on a scale from one to ten, where one is the lowest and ten is the highest, how willing are you to buy Red Bull?

#00:04:49-2# respondant: Seven.

#00:04:50-0# interviewer: Seven?


#00:04:51-1# And why is that, is it that because of the brand or the taste or the price, or?

#00:04:56-1# respondant: Well, I don't usually drink energy drinks. But I think they are like, fine. They taste good and sometimes you just really need it.

#00:05:09-4# interviewer: Yeah. Okay, so now I will show you another

video "Felix Baumgartner's supersonic free fall from 128k - mission highlights"


#00:05:20-1# interviewer: Then I will ask you a few more questions.


#00:06:54-7# interviewer: Okay, now think of this video with Felix Baumgartner, and again imagine that Red Bull is a person. Would it now be a boy or a girl?

#00:07:03-6# respondant: Hmm, I still think it would be a boy.


#00:07:07-5# respondant: Because again, that may seem a bit sexist, but I think it's more like a manly thing to jump out of something that high.

#00:07:20-8# interviewer: Yeah. Okay, and what would he be like?

#00:07:25-4# respondant: Mhh, I guess he would be like a dare devil I think. I think he likes the rush of adrenaline when he is doing something like crazy.

#00:07:34-0# interviewer: Yeah. and how would he spend the weekend?

#00:07:37-2# respondant: Well, If he is not jumping out of some crazy balloon, I think he would be like partyin… Maybe he would go like do some physical exercise"


#00:07:49-4# respondant: To be able to do this kind of stuff. To like, keep it up. But if it is just like, relaxing. Maybe he would be just hanging with his friends.

#00:07:59-0# interviewer: Yeah, okay. And where would he live?

#00:08:03-1# respondant: I think, actually I think he would be like American. So, somewhere in America.

#00:08:11-7# interviewer: Okay. And what clothes would he wear?

#00:08:14-6# respondant: Well, I don't know. Like, maybe normal clothes?

#00:08:20-2# interviewer: Normal clothes, yeah. And then, now on a scale from one to ten, how willing would you be to buy a Red Bull?… Has this changed your opinion?

#00:08:30-3# respondant: Not really, actually. Ehh, I guess I think about the product, not the commercial.

#00:08:37-9# interviewer: Okay. So the product is more important?


#00:08:43-2# interviewer: Yeah. Did you know that this Felix Baumgartner stunt was sponsored by Red Bull?

#00:08:48-4# respondant: No, actually I didn't now, because I was in Japan, when he jumped out of the balloon, and all of the news were in Japanese. So I didn't catch that, which companies sponsored him.

#00:09:01-8# interviewer: Okay, but did you watch it?


#00:09:04-3# interviewer: You did?


#00:09:05-5# interviewer: Okay, why did you watch it?

#00:09:06-5# respondant: Because I thought it was like exciting and also a bit crazy. So I wanted to know, why would he do that?

#00:09:14-6# interviewer: Yeah, okay.

#00:09:16-7# respondant: It seemed cool.

#00:09:18-3# interviewer: Yeah. Then, if you were to mention some other energy drinks that were as attractive as Red Bull, which ones could you think of?

#00:09:28-2# respondant: As I said, I don't really drink energy drinks. But, ehh. In Japan, I think Monster Energy or something like that was very popular.


#00:09:38-4# respondant: Ehh, and then I thought Cult I think, or something like that. But yeah, I don't really know the brands so..

#00:09:48-0# interviewer: That's okay! Thank you so much, that was it.

Appendix 8

Transcript of interview with Emil Sørensen, 18 years old, high school student, resident in Egaa.

#00:00:01-6# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Emil Sørensen. I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark. Then I will ask you some questions afterwards.


#00:01:09-8# interviewer: Okay, and the second one.


#00:03:05-5# interviewer: Okay. So now think of the two videos I just showed you, and imagine that Red Bull is a person. Would it be a boy or a girl?



#00:03:15-6# respondant: I don't know, it's just. There is a lot of men driving bicycles in the first video, and it's kind of like, I don't know. Masculine music and kind of a masculine sport. It's kind of fearless. I don't know, it just seemed like a man kind of thing.

#00:03:32-1# interviewer: Yeah, and what would he be like?

#00:03:34-1# interviewer: What kind of personal characteristics?

#00:03:37-5# respondant: Kind of be spontaneous and just doing stuff. And being as I said, fearless. Ehh. I think he would be rich too. Or it seemed like, cause they kind of promoted in the video like they had… That the studio looked pretty nice. Ehh, yeah. And it was. I don't know. I think he would be popular too, would have a lot of friends, cause I don't know. It's kind of like worldwide and it's a big thing and everyone likes Red Bull. I don't know.

#00:04:04-6# interviewer: Yeah. How would he spend the weekend?

#00:04:08-2# respondant: He would hang out with his friends and go out in nature driving his bike down some hikes or doing something, some kind of extreme sport I think, I don't know.

#00:04:19-3# interviewer: Okay. And where would he live?

#00:04:22-7# respondant: Ehh, I would say he would live like close to nature so. I don't know, close to a forest, close to a mountain, somewhere he could go do some kind of extreme sport I think.

#00:04:37-2# interviewer: Okay. What kind of clothes would he wear?

#00:04:39-8# respondant: Ehh, probably kind of like skater, baggy pants. A cap maybe.

#00:04:47-0# interviewer: Yeah. Then on a scale from one to ten, where one is the lowest and ten is the highest, how willing are you to buy Red Bull Energy Drink?

#00:04:56-5# respondant: Probably five or six I would say.

#00:05:01-1# interviewer: Yeah, what do you base that on? Is it because of the...

#00:05:03-4# respondant: Price, yeah the price, but also I don't know, I kind of like all of the things they do. Like Felix Baumgartner and stuff like that. I don't know, I think it is pretty awesome that they support projects like that. Whereas other things, I don't think they do as much. I don't know, I think it's pretty cool.

#00:05:20-8# interviewer: Yeah. But by price you mean it's?

#00:05:24-1# respondant: It's more expensive than others.


#00:05:26-2# respondant: Other energy drinks.

#00:05:28-3# interviewer: Okay. Then, I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights"


#00:07:16-9# interviewer: Okay. So now think of this video with Felix Baumgartner and again imagine that Red Bull is a person.


#00:07:23-6# interviewer: Now, would it be a boy or a girl?

#00:07:25-1# respondant: Ehh, a boy again.

#00:07:27-1# interviewer: Okay, why?

#00:07:29-0# respondant: Ehh, I don't, I don't know, it's kind of the same things.

#00:07:32-6# interviewer: Same reasons.

#00:07:34-2# respondant: Yeah, kind of masculine feeling. I don't know. And, yeah.

#00:07:37-8# interviewer: Okay. What would he be like?

#00:07:41-9# respondant: Ehh, what would he be like? He would be.. Hm. That's a good question. Let me just think. Ehh.

#00:07:50-4# interviewer: What kind of person is Red Bull?

#00:07:52-5# respondant: Well, I guess he's kind of the same. I don't know. Like spontaneous still and yeah. I don't know, maybe a little bit older. More like having a job I think.


#00:08:08-4# respondant: In the first one it was more young people, this is more like an older guy achieving a dream. The other one was just like kidding around, so he would maybe be a bit more serious.

#00:08:18-8# interviewer: Okay. And how would he spend the weekend?

#00:08:23-3# respondant: Ehh, (laughing) preparing for doing whatever he is gonna achieve in his goal. Maybe training or something.

#00:08:32-2# interviewer: Okay. Physical?

#00:08:34-2# respondant: Yeah, physical, mental. I don't know.

#00:08:37-0# interviewer: Okay, and where would he live?

#00:08:39-4# respondant: Ehh, I don't know, somewhere close to an air… Somewhere close to whatever he is… I don't, I don't know. Just, I guess he could live anywhere. Just, he would live in a big house where he would have space to train and stuff. I don't know, maybe.

#00:08:56-6# interviewer: Okay, is it still closer to nature? Or in a big city now?

#00:08:59-9# respondant: Yeah, I guess he is further from nature yeah. I don't know.

#00:09:04-2# interviewer: Okay. Now, what clothes would he wear?

#00:09:07-5# respondant: Hmm, Probably a bit nicer clothes but still… I guess he would be trying to wear young kids clothes but more.. Like not as baggy, just more… I don't know. Yeah, I don't know, more…

#00:09:25-1# interviewer: More stylish?

#00:09:25-9# respondant: Yeah, maybe, maybe. Yeah, I don't really know.

#00:09:28-3# interviewer: Okay. Then now on a scale from one to ten, again one being the lowest and ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:09:37-1# respondant: I would say it's probably about the same as earlier.


#00:09:40-4# Ehh, yeah. Like five or six. Something like that.

#00:09:45-1# interviewer: You didn't change your opinion by watching this movie?

#00:09:47-9# respondant: Not really no. I don't think so, no.

#00:09:49-9# interviewer: Okay. Then, did you watch Felix Baumgartner's jump live stream?

#00:09:56-2# respondant: Nope, I watched it afterwards.

#00:09:58-3# interviewer: Yeah, did you know that it was sponsored by Red Bull?

#00:10:01-1# respondant: Yeah. Ehh, cause I guess it was just kind of, the mission was called something with Red Bull too, I think..

#00:10:06-6# interviewer: Red Bull Stratos.

#00:10:07-7# respondant: Yeah. Yeah, so I… Yeah.

#00:10:10-2# interviewer: So you knew. Okay, why did you watch it?

#00:10:12-1# respondant: Just because it's so, ehh, crazy (laughing). Like that someone will do this. and breaking the world record and stuff. I think that's pretty awesome, cool.

#00:10:21-4# interviewer: Mhh. Then, what energy drinks do you find as attractive as Red Bull?

#00:10:27-4# respondant: Ehh, I don't know, I just kind of see Red Bull as

the original one. and the other ones kind of want to fake. Like Monster trying to fake it, I don't know. That Red Bull was there the first, so. Like, with taste or? Sorry can you just repeat the question?

#00:10:46-0# interviewer: Yeah, which other energy drinks do you find as attractive?

#00:10:49-3# respondant: I don't know, I think it's. I like Red Bull, like the brand is the best I think.


#00:10:55-6# respondant: And, but I don't really know if there's that big a difference in taste.

#00:10:58-9# interviewer: Okay, what about price? Is that a concern for you?

#00:11:02-0# respondant: Yeah, it is. When I buy it it's a concern, yeah. But I guess it's a bit cooler having (laughing) Red bull than having all the cheaper brands.

#00:11:11-0# interviewer: Okay, so would you be willing to pay the extra price for a Red Bull?

#00:11:15-7# respondant: Yeah maybe. Maybe, yeah. It depends. Well, I don't know. Maybe I don't really know, it's hard to… Maybe.

#00:11:27-3# interviewer: But if you could choose out one and not think about the price.

#00:11:30-6# respondant: Sorry?

#00:11:32-6# interviewer: If you had to choose one kind of energy drink and you didn't have to worry about the price


#00:11:37-8# interviewer: Which one would it be then?

#00:11:39-0# respondant: Hmm, Red Bull! Yeah.

#00:11:42-5# interviewer: Okay, that was all. Thank you so much!

Appendix 9

Transcript of interview with Rikke Reng Rasmussen, 23 years old, university student, resident in Aarhus.

#00:00:01-5# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Rikke Reng Rasmussen. I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark. Then afterwards, I will ask you some questions.




#00:02:59-3# interviewer: Okay, now think of these two videos and imagine that Red Bull is a person. Would it be a boy or a girl?



#00:03:10-8# respondant: Ehh, I don't know. The first one just reminded me of Jackass, so I think that's why.

#00:03:20-5# interviewer: Yeah. And what would he be like?

#00:03:24-0# respondant: Yeah, he would be crazy, riding a bike and getting… probably not injured, but riding kind of crazy. Or playing music in the studio.

#00:03:34-6# interviewer: Mhm, and how would he spend the weekend?

#00:03:38-4# respondant: Drinking and doing crazy stuff I think.


#00:03:44-0# respondant: He would live in a big city.

#00:03:45-4# interviewer: A big city?


#00:03:46-6# interviewer: Could it be in Denmark?

#00:03:48-1# respondant: Yeah it could be in Copenhagen.

#00:03:50-0# interviewer: Okay. What kind of clothes would he wear?

#00:03:53-2# respondant: He would wear like, eh…. If he was a person from like Jackass he would wear like baggy clothes and… Or he could be more of a hipster kind of person in a studio, I think.


#00:04:08-7# respondant: Playing music.

#00:04:09-7# interviewer: Okay. Then, on a scale from one to ten, where one is the lowest and ten is the highest, how willing are you to buy Red Bull Energy Drink?

#00:04:18-3# respondant: Mhh, I would say five.

#00:04:21-9# interviewer: And what is that based on?

#00:04:23-8# respondant: I would only buy it if we were some girls gathered and we were drinking drinks that would have that as an ingredient.


#00:04:34-0# respondant: I wouldn't buy it just to drink energy drink.

#00:04:37-1# interviewer: Okay. I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights". And ask you some more questions.

#00:04:54-0# Video "Felix Baumgartner's supersonic free fall from 128k - mission highlights".

#00:06:26-1# interviewer: Okay. Now think of this video with Felix Baumgartner, and again imagine that Red Bull is a person. Would it now be a boy or a girl?

#00:06:33-9# respondant: Ehh, it would still be a boy.

#00:06:35-9# interviewer: Yeah, and what would he be like?

#00:06:38-9# respondant: Hmm, adventurous. I don't know.

#00:06:48-8# interviewer: Would he be social or at home or in the nature or?

#00:06:55-7# respondant: I think he would be where he could like push his limits. Try to just do like extreme things. Maybe extreme sports.

#00:07:07-8# interviewer: Aha, and on the weekends? What would he do?

#00:07:11-2# respondant: He could be going out with friends or with people who had the same interests as him.

#00:07:17-7# interviewer: Mhh. And where would he live?

#00:07:20-2# respondant: I think still in a big city.

#00:07:22-2# interviewer: Yeah, and what clothes would he wear?

#00:07:24-2# respondant: Hmm…

#00:07:25-6# interviewer: Is it different?

#00:07:27-1# respondant: Yeah it's a bit different. Maybe more like sports wear.


#00:07:30-7# respondant: Connected to the sport he would be exercising.

#00:07:35-4# interviewer: Yeah. Then on a scale from one to ten now, how willing would you be to buy Red Bull Energy Drink?

#00:07:41-8# respondant: I think it's more cool now. But ehh, I wouldn't buy it do drink myself. So still five.


#00:07:50-7# respondant: I would only buy it when I was going out.


#00:07:54-2# respondant: To use in drinks.

#00:07:55-2# interviewer: Okay. did you know that this jump by Felix Baumgartner was sponsored by Red Bull?

#00:08:00-3# respondant: Yeah, I knew that.

#00:08:01-7# interviewer: Yeah, did you watch the live stream?

#00:08:03-0# respondant: Ehh. I watched it afterwards, not live.

#00:08:05-8# interviewer: Okay. why did you watch it?

#00:08:07-5# respondant: Where I watched it?

#00:08:08-5# interviewer: Why? Why did you choose to watch it?

#00:08:10-3# respondant: It was just so crazy. To someone having the

idea to do that and then completing it.


#00:08:17-6# respondant: That was worth watching.

#00:08:18-5# interviewer: Yeah. Then what other energy drinks do you find as attractive as Red Bull?

#00:08:24-8# respondant: I don't think there is anyone as attractive as Red Bull. It would be the one I would buy if I were to buy any.

#00:08:31-8# interviewer: Okay, also compared to prices?

#00:08:35-3# respondant: Yeah, I don't know really if they are more expensive than the others?

#00:08:39-5# interviewer: Okay, what if I say there are a lot of discounts that are like half the price? Would you still always buy Red Bull?

#00:08:47-5# respondant: If I were just to drink an energy drink I think I would, but when I mix it in a drink, perhaps I would buy the cheaper one.

#00:08:53-7# interviewer: Okay. Great, thank you! That was it.

Appendix 10

Transcript of interview with Ninna Nonbo, 23 years old, student of vocational education, resident in Aarhus.

#00:00:01-5# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Ninna Nonbo. I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark. Then afterwards, I will ask you some questions.

#00:00:19-1# interviewer: Here is the first one.




#00:03:01-4# interviewer: Okay, now think of these two videos and imagine that Red Bull is a person. Would it be a boy or a girl?


#00:03:09-9# interviewer: Why do you think so?

#00:03:12-0# respondant: Mhh, I just think of a boy when I see the commercial. I guess it's the color and the logo that's a bull. Like a cowboy or… (laughing)

#00:03:24-3# interviewer: Yeah. What kind of person would he be? What kind of personal characteristics?

#00:03:30-2# respondant: Mhh. Kind of like a smart ass with a cap and… Show off.

#00:03:37-2# interviewer: Mhh. Yeah. And how would he spend the weekend?

#00:03:42-6# respondant: Hu?

#00:03:43-6# interviewer: What would he do in his weekend?

#00:03:45-4# respondant: ehh.

#00:03:46-5# interviewer: What kind of activities?

#00:03:48-1# respondant: He was maybe doing some kind of sports and uhm party and yeah. Just have a lot of hangovers Sunday and just take a Red Bull (laughing).

#00:04:02-6# interviewer: Yeah, where would he live?

#00:04:06-0# respondant: Ehh, in a big city. I don't know if it's here in Denmark or London or yeah.

#00:04:12-6# interviewer: Mhh, and what kind of clothes would he wear?

#00:04:15-6# respondant: (laughing) Ehh, some jeans and a shirt and yeah. I don't now.

#00:04:26-9# interviewer: Okay, that's fine, that's fine! Okay, so on a scale from one to ten, where one is the lowest and ten is the highest, how willing are you to buy Red Bull?

#00:04:37-5# respondant: Ehh, When it's out partying it's like ten or something.


#00:04:42-8# interviewer: Ehh, but normally I wouldn't buy it.

#00:04:46-9# interviewer: No, do you not drink energy drinks?

#00:04:50-4# respondant: Not normal.

#00:04:51-6# interviewer: No, okay. Okay, now I will show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights" and ask you a few more questions.


#00:06:40-5# interviewer: Okay, so now think of this video with Felix Baumgartner, and again imagine that Red Bull is a person. Would it now be a boy or a girl?

#00:06:49-4# respondant: It will still be a boy.

#00:06:51-3# interviewer: Okay, and what would he be like?

#00:06:54-1# respondant: Ehh, still the same but maybe a little more extreme. Ehh, and yeah I don't know if it's because of all the commercials where there's extreme skiing and biking and its pretty hard.

#00:07:12-1# interviewer: Yeah, and how would he spend the weekend?

#00:07:16-4# interviewer: Different from before?

#00:07:19-9# respondant: Hmm, it would still be sport but extreme.

#00:07:26-4# interviewer: More extreme, mhh.

#00:07:30-2# respondant: But I guess the same pretty much.

#00:07:32-8# interviewer: Okay. And where would he live?

#00:07:37-2# respondant: Mhh… Yeah...

#00:07:37-8# interviewer: Still in a big city or? Do you think?

#00:07:42-9# respondant: Ehh, no. (laughing) After this video maybe in a country where there is mountain and yeah. Near the water or something to do.

#00:07:57-0# interviewer: With possibilities for doing extreme sports?

#00:07:59-9# respondant: Yeah extreme sports.

#00:08:00-1# interviewer: Yeah, okay. And what kind of clothes would he wear?

#00:08:06-6# respondant: Ehh, I guess it could be cowboy pants and stuff like that again but maybe sportswear if it is…

#00:08:17-1# interviewer: Okay, yeah. Then now on a scale from one to ten, how willing are you to buy Red Bull?

#00:08:23-6# interviewer: Is it still the same or has it changed? Would you be more willing to buy it after you have seen this?

#00:08:30-2# respondant: Ehh, I guess it's still the same.

#00:08:33-0# interviewer: Yeah, okay.

#00:08:36-4# interviewer: Did you now that this jump by Felix Baumgartner was sponsored by Red Bull?

#00:08:41-6# respondant: No, actually I didn't'.

#00:08:42-8# interviewer: Yeah, did you watch it live stream?


#00:08:45-4# interviewer: Yeah? Why did you choose to watch it?

#00:08:48-3# respondant: I guess it's because it's so extreme and it's… Yeah you can say it's good commercial for Red Bull.


#00:08:54-7# respondant: Yeah, most of the people have seen it.

#00:08:58-0# interviewer: Yeah. And what energy drinks do you find as attractive as Red Bull?

#00:09:05-1# respondant: I think Red Bull is number one pretty much. And then it's maybe X-Ray or…

#00:09:12-6# interviewer: Yeah. If you had to buy energy drink, how important is price? For example X-Ray is almost half the price of Red Bull. Would you rather pay more?

#00:09:24-0# respondant: I guess I would rather pay more for a Red Bull.


#00:09:27-4# respondant: Yeah, actually I don't know why, but it's yeah… Maybe it's because of the commercial. (laughing)

#00:09:33-2# interviewer: Because of the brand?


#00:09:35-1# interviewer: Okay, thank you! That was it.

Appendix 11

Transcript of interview with Søren Otto Simonsen, 24 years old, university student, resident in Aarhus.

#00:00:02-1# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Søren Otto Simonsen.

I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark.





#00:03:25-4# interviewer: So now think of these two videos and imagine that Red Bull is a person. Would it be a boy or a girl?



#00:03:33-5# respondant: Ehh, because. Well mainly it's ehh male participants in the videos.


#00:03:39-0# respondant: Ehh, and it's… There's not much feminine about the videos because it's like this high pace, energetic, active, sporty and musical ehh sphere that is present in both videos.

#00:03:55-8# interviewer: Okay, what would he be like then?

#00:03:58-0# respondant: Well, he would be sporty, active, fun, innovative. Ehh, musically, musician. Yeah.

#00:04:10-3# interviewer: How would he spend the weekend?

#00:04:11-6# respondant: Ehh, he would go hang out with his boys during the day doing something active, playing football, bike riding, something like that. And then he would probably go out partying at night.

#00:04:24-1# interviewer: Yeah. Where would he live?

#00:04:26-9# respondant: He would live in metropolitan areas, in big cities.


#00:04:32-7# respondant: Hmm, only in Copenhagen.


#00:04:37-0# respondant: Ehh, fashionable but still functionable clothes he can be active in but he still look good in.

#00:04:45-7# interviewer: Mhh. Then on a scale from one to ten, one being the lowest and ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:04:52-6# respondant: Ehh, nine.


#00:04:56-4# respondant: Because I think they have an excellent brand, they have been able to brand themselves on very strong things like ehh, Felix Baumgartner and Formula 1, ehh Shaun White, all these ehh extreme activities, that I like to see and like to take part of on an amateur level, but still because the branding has been very good and effective.

#00:05:24-6# interviewer: Okay. Then I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights" .

#00:05:40-0# Video: "Felix Baumgartner's supersonic free fall from 128k - mission highlights".

#00:07:11-4# interviewer: Okay, now think of this video with Felix Baumgartner and again imagine that Red Bull is a person. Would it now be a boy or a girl?

#00:07:19-7# respondant: Ehm, I would say still a boy but with much more feminine features like it was much more, the video was much more aesthetic. Ehh, and it had a lot of beautiful clips of the surroundings of the sky and… But still this effort to achieve something and accomplish is still, in my sense, a masculine move ehh, hence it would still be a boy.

#00:07:49-2# interviewer: Yeah. Then what would he be like?

#00:07:52-1#

#00:07:52-9# respondant: He would be a good guy that focuses on achieving his highest and… Not be that energetic but but be a fighter instead. Be one that goes to achieve his goals.


#00:08:09-2# respondant: And do not brag about it which probably the other Red Bull would have done.

#00:08:14-8# interviewer: Okay. Then how would he spend the weekend?

#00:08:18-5# respondant: Ehh, training to his achievements.


#00:08:24-4# respondant: He would probably live in the countryside somewhere, where it has mountains and in a beautiful surrounding. Probably nice and quiet as well.


#00:08:41-9# respondant: Ehh, well still fashionable and functionable but in reverse more functionable than fashionable.

#00:08:50-1# interviewer: Okay. Then on a scale from one to ten, now one again the lowest and ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:08:58-6# respondant: Ehh, well based on the video and based on the achievement I'm probably at a ten because I think it was… Like Red Bull in this video they took and moved what human beings has achieved so I think you should support whenever somebody is doing that.

#00:09:15-1# interviewer: Aha. Did you know that this jump by Felix Baumgartner was sponsored by Red Bull?




#00:09:23-4# interviewer: Why did you watch it?

#00:09:24-8# respondant: Because again, I think it was something human beings have never done before and I think that. Well in our generation it can almost be compared to the moon landing I think, because it is one of the, the biggest achievements we have done.


#00:09:39-7# respondant: While I have been alive.

#00:09:41-0# interviewer: Yeah. What other energy drinks do you find as attractive as Red Bull?

#00:09:46-1# respondant: Hmm, I think the Danish Cult has done a good job of promoting themselves as well, so I find them attractive too. Ehh, but apart from that Monster Energy is trying but I don't think they are succeeding as well.

#00:10:01-9# interviewer: Okay. What about discount brands, cheaper ones?

#00:10:06-7# respondant: Ehh, depending on the situation I would always

prefer Red Bull or Cult, but but in a given situation at eleven o'clock at night where I need some energy drink for my vodka then, then I would of course buy that as well. But it's not, it doesn't have that aesthetic appeal to me. I, or, what you could call a self-expressive benefit. If you talk about value propositions that Red Bull have.


#00:10:33-9# respondant: And I don't think that Cult has that either.

#00:10:35-4# interviewer: Okay. So if you had to choose one, also considering price, one energy drink, which one would you buy?

#00:10:41-3# respondant: Red Bull.

#00:10:42-0# interviewer: Okay. Thank you, that was it!

Appendix 12

Transcript of interview with Joakim Grant Frederiksen, 21 years old, waiter, resident in Odense.

#00:00:01-2# interviewer: This interview is about energy drinks. I, Marie, am the interviewer and I will be interviewing Joakim. I will now show you two short videos "Red Bull Mini 2013" and"Building a Studio".

#00:02:40-9# respondant: Hmm.

#00:02:44-9# interviewer: Okay. Now think of the two videos and imagine that Red Bull is a person. Would he be a boy or a girl?

#00:02:51-5# respondant: Boy.


#00:02:58-3# respondant: He would be kind of like a skater dude. He would be kind of like a skater dude with a, I imagine, with a cap on and one of those west with no sleeves and he would be very up to fashion but in his own way. A little towards the hipster way, but now as much as it gets annoying. And he would be very sporty, he would be doing all kinds of like, both BMX'ing and skateboarding and windsurfing and stuff like that. Yeah.

#00:03:30-1# interviewer: How would be spend the weekend?

#00:03:33-2# respondant: He would spend it out with the guys. He wouldn't be like one of those types of person who drinks a lot and goes out partying every night in the weekend, he would do more like activities, he would go out to do like windsurfing one day and then go to a trip to Amsterdam the other day and seeing something there and doing something there and doing something there instead of like going out to just partying, he would do experience stuff and do stuff.

#00:03:56-6# interviewer: Mhm

#00:03:56-6# respondant: He is more of a doing more than a thinker.

#00:03:58-7# interviewer: Oh cool. Where would he live?

#00:04:04-2# respondant: He would live in a, well, he would live in a big city, yeah I imagine, something like a hip city. I wouldn't picture him in New York, I would picture him more in London, kind of type, or in Copenhagen

#00:04:17-5# interviewer: All right. What clothes would he wear?

#00:04:19-1# respondant: Oh, pretty much the same. Kind of like some skater/hipster clothes, I would say yeah. Probably always with a cap on.

#00:04:25-1# interviewer: All right. On a scale from 1 to 10, 1 being the lowest and 10 the highest, how willing are you to buy Red Bull Energy Drink?

#00:04:37-2# respondant: Uhm. (laughing) Well it's kind of hard cus I don't buy energy drinks but I think that if I were to buy energy drinks, that would be the one I would choose, I guess that's a 10. If I every buy an energy drink I would buy Red Bull.


#00:04:55-0# respondant: So I think that's a 10.

#00:04:55-0# interviewer: What do you base your answer on?

#00:04:57-4# respondant: I base it on that if I were to buy an energy drink, I would buy Red Bull.

#00:04:53-6# interviewer: All right.

#00:04:53-6# respondant: But I don't buy energy drinks.

#00:05:04-7# interviewer: Okay. I will now show you the video "Felix Baumgartner's supersonic free fall from 128K - Mission Highlights"

#00:05:14-9# respondant: Cool.

#00:05:14-9# interviewer: Okay. Now think of this video with Felix and again imagine that Red Bull is a person. Would he be a boy or a girl?

#00:06:54-4# respondant: Boy.


#00:06:55-8# I would say that he would be the same person as a described in the first question. Still kind of like this skater/hipster kind of guy who goes and do stuff, who is very into different kinds of sports, kinda of like extreme sports as I mentioned before, like BMX and windsurfing and skating and stuff like that. And yeah, pretty much the same.


#00:07:20-2# respondant: Uhm, he would still spend the weekends out and doing stuff, uhm, doing/excersing his sports, I would say. And yea, doing all the stuff I mentioned he would do. Yeah.


#00:07:42-8# respondant: In a big city like London or Copenhagen.


#00:07:45-3# respondant: Uhm. I actually now picture him wearing a little more, uhm, like with the other question I pictured him wearing hipster and skater clothes, now I am more towards hipster and a little more fashion kind of clothes.


#00:08:07-7# respondant: A little more high class.

#00:08:07-7# interviewer: Okay. On a scale from 1 to 10, 1 being the

lowest and 10 the highest, how willing are you to buy Red Bull Energy Drink?

#00:08:07-7# respondant: Still 10.

#00:08:16-5# interviewer: And what do you base your answer on?

#00:08:16-5# respondant: That if I were to buy an energy drink, I would buy Red Bull.

#00:08:25-3# interviewer: Okay. Did you know that Felix Baumgartner's jump was sponsored by Red Bull?




#00:08:31-8# interviewer: Why did you do that?

#00:08:31-8# respondant: Because I think it was an awesome thing to do and it's pretty cool that you can actually do this for a human being and all the work before hand, and the view up there was amazing and it was very exciting to be able to follow it live and also because of the possibility that it might go wrong. It was really really cool.

#00:08:53-2# interviewer: What energy drinks do you find as attractive as Red Bull?

#00:08:57-2# respondant: Uhm, I don't really find any as attractive as Red Bull, I think that it also has something to do with I have been snowboarding in Norway and I watched the movie "Out of flight" which is Red Bull sponsored as well and of course I have been exposed to that as well and that's why I picture that and snowboarding very closely together, so I don't find anyone as attractive.

#00:09:25-4# Okay. Which would you choose to buy?

#00:09:25-4# respondant: Other than Red Bull?

#00:09:31-2# interviewer: No, out of all.


Appendix 13

Transcript of interview with Magnus Rudbæk, 21 years old, university student, resident in Odense.

#00:00:02-8# interviewer: This interview is about energy drinks. I, Marie, am the interviewer and I will be interviewing Magnus. I will now show you two short videos "Red Bull Mini 2013" and"Building a Studio" by Red Bull Denmark.


#00:02:47-3# respondant: He would be a boy.


#00:02:54-4# respondant: He would be a wild type. He would be a type

who would explore the limits, his own limits in the way of extreme sports I think and, yeah, in some kind of extreme way, I think.


#00:03:17-8# respondant: Hmm, outside, I think. Uhm, and doing something active, doing sports and people around himself. And yeah, so active and that kind of stuff.

#00:03:41-8# interviewer: Uhum. Where would he live?

#00:03:43-0# respondant: America. Yeah I think, yeah America.


#00:03:48-6# respondant: Mhm, like, I don't know if he would wear any specific clothes. Mhm, casual clothes and clothes he could be active in. But also jeans and "Vans", for example.

#00:04:11-8# interviewer: All right. On a scale from 1 to 10, 1 being the lowest and 10 being the highest, how willing are you to buy Red Bull Energy Drink?

#00:04:19-2# respondant: Uhm, how willing am I to buy it? It's high, I would say a 9/10.

#00:04:30-8# interviewer: What do you base that answer on?

#00:04:29-0# respondant: Uhm, I base it on I buy it. So that high, because I buy it.


#00:06:20-8# interviewer: Okay. Now think of this video with Felix and imagine that Red Bull is a person again.


#00:06:24-3# interviewer: Would he be a boy or a girl?

#00:06:25-9# respondant: It would still be a boy.


#00:06:29-3# respondant: Uhm, after Iv'e seen this video I think it would be more extreme. Like it is no everyone who can do what that guy does. Uhm, yeah so he would be more extreme than the first person I thought about. So, still in the kind of sports way but more like extreme sports. Where it was more like cycling and like in the studio before, it would be more like set some

extreme goals and achieve those goals.

#00:07:12-1# interviewer: All right. How would he spend the weekend?

#00:07:16-7# respondant: Uhm, that's a good question. Like uhm, prepare his next mission, I think.

#00:07:24-0# interviewer: All right. Where would he live?

#00:07:26-9# respondant: Still America, I think. Maybe some crazy iceland, because he has a very special nature. So I don't think he would live a normal place. So maybe a desert or, yeah a lonely iceland maybe (laughing).


#00:07:53-6# respondant: Uhm, yeah. That's a good question too. Hmm, what he feels like, I think. He doesn't think about what everyone else is wearing. He just wears what he feels like. Maybe nothing, maybe a space suit. So, it depends on him.


#00:08:26-3# respondant: Where before it was more like, maybe what other people was wearing. Now it is more like he doesn't care.

#00:08:38-2# interviewer: Okay, all right. On a scale from 1 to 10, 1 being the lowest and 10 the highest, how willing are you to buy Red Bull Energy Drink?

#00:08:45-7# respondant: After seeing this video?

#00:08:53-3# interviewer: Yes.

#00:08:53-3# respondant: I think it's, uhm, I'm more willing to buy a energy drink after seeing this video compared to the other actually because it looks pretty cool and like you can see that Red Bull is a company who is willing to set some extreme goals and do something not normal, like something the other companies won't. So, everyone can build a studio, but not everyone can do projects like that.

#00:09:31-6# interviewer: So if you put a number from 1 to 10?

#00:09:31-6# respondant: Oh yeah, of course. Hmm, again 9/10.


#00:09:40-5# respondant: Yeah, I know (laughing).

#00:09:43-2# interviewer: You did. Did you watch the live stream?

#00:09:43-2# respondant: I actually did.

#00:09:46-7# interviewer: You did? Why did you do that?

#00:09:46-7# respondant: Because it was promoted in a good way and I talked to my friend about it and it would be pretty cool to see if a man could jump from outside the space and down to the earth, so that was a pretty big thing, I think. And we heard a lot about it from the internet and medias.

#00:10:14-5# interviewer: All right. What energy drinks do you find as attractive as Red Bull?

#00:10:18-6# respondant: Uhm, as attractive as Red Bull. I think it might be Monster and, but it's better compared to Red Bull. Red Bull is better compared to the others because their brand is much bigger and, yeah, better.

#00:10:42-5# interviewer: Okay. Which one would you chose to buy?

#00:10:46-5# respondant: Red Bull. When I buy energy drinks, it's Red Bull.

Appendix 14

Transcript of interview with Peter Olesen, 21 years old, self-employed, resident in Odense.

#00:00:04-3# interviewer: This interview is about energy drinks. I, Marie, am the interviewer and I will be interviewing Peter. I will now show you two short videos "Red Bull Mini 2013" and"Building a Studio" by Red Bull Denmark.

#00:02:50-0# interviewer: Now think of the two videos I just showed you and imagine that Red Bull is a person. Would it be a boy or a girl?



#00:03:00-7# respondant: He would be urban, umm, fully aware of himself and his surroundings. Someone in control of his lifestyle, I'd say.


#00:03:21-0# respondant: He would spend his weekends with his friends, most likely. Uhm, just as we saw, the video, sort of, describes what a weekend would look like, would following a guy and around his friends.


#00:03:50-1# respondant: After seeing the video, it is hard not to say Copenhagen, but uhm. That's what I would go for; Copenhagen. Like a said, urban in general so it could be the larger cities in Denmark and else where around the world, but urban most definitely.


#00:04:13-9# respondant: We talked about it earlier (referring to a prior conversation about hipster clothing in general), he would probably be wearing, uhm, urban clothing, hipster clothing (laughing). It certainly looks like the video would want Red Bull users to dress a certain way, it seems like after seeing this video.

#00:04:53-1# interviewer: On a scale from 1 to 10, 1 being the lowest and 10 being the highest, how willing are you to buy a Red Bull Energy Drink?

#00:05:02-1# respondant: I'd say a 5.

#00:05:02-9# interviewer: And what do you base this answer on?

#00:05:04-8# respondant: Uhm, for liking the taste of it, but I would not be that likely to actually buy a Red Bull drink over something else, like Coca Cola, Fanta, Sprite. But I do like the taste of it. You do pay though that extra price for a little less. In my head, as far as I recall, it is little more expensive than the rest of the brands, than the rest of the drinks.


#00:05:58-2# interviewer: Now think of this video with Felix and imagine that Red Bull is a person again. Would it be a boy or a girl?

#00:07:42-2# respondant: Once again, I would probably say a boy, because what Felix here represents and personifies is quite essential to Red Bull that it's all about extreme sports, about taking it to a whole new level, setting new standards within extreme sports and adventures basically and for being able to do this sort of stunt, I guess you might, I don't know if that's right or not but, to have the physical capabilities of doing a stunt like this, I'd say that you have to be male, but I don't know.

#00:08:41-6# interviewer: Okay. What would he be like? The person.

#00:08:41-6# respondant: He would be someone into sports. Definitely and that's what I recall whenever thinking about Red Bull is sport events, like especially within extreme sports, like "X games", river rafting, motocross. Yeah.

#00:09:12-6# interviewer: Uhum. How would he spend the weekend?

#00:09:12-6# respondant: He would spend the weekend probably living by some sort of code I'd guess. Like, I don't know, it just popped into my head, that code, that way of living; you only live once. So, I'd say that's how he would spend his weekend probably. Living by that code, whether it's going out with his friends, just going for drinks, going to a bar whatever, or doing sports.

#00:10:01-3# Okay. Where would he live?

#00:10:02-5# respondant: Again, urban. In terms of being able to fully live this kind of lifestyle, meeting a bunch of people, and have his friends around, a bunch of people gathering for sport events. So yeah, he would live within the city limits.


#00:10:44-8# respondant: I'd wear something comfortable, something casual, but still fully aware of what he is wearing. Uhm, and yeah I'd say caps. I don't know, that's what popes into my head, caps especially. Uhm, perhaps baggy jeans, baggy pants in general but not necessarily. Uhm, sweaters, hoodies especially, "Vans". Yeah, "Vans" especially.

#00:11:31-8# interviewer: Okay. On a scale from 1 to 10, 1 being the lowest and 10 the highest, how willing are you to buy the Red Bull Energy Drink?

#00:11:43-4# respondant: I'd say 5 again, cus I don't know, it may not necessarily point to my kind of life style. I'm not into extreme sports. I don't feel the need basically to drink Red Bull. Though I do like the taste of it, I don't need that extra kick, so to speak. I'm not necessarily a guy who's living on the edge as Red Bull would like their users to think of them selves.

#00:12:38-6# interviewer: Hmm. Did you know that Felix Baumgartner's jump was sponsored by Red Bull?

#00:12:38-6# respondant: Uhum.


#00:12:41-6# respondant: Ah, I did later on.

#00:12:47-4# interviewer: So you didn't watch the live stream, you watched the re-cap?

#00:12:49-0# respondant: Exactly, yeah exactly I watched the re-cap. I didn't watch the live footage.

#00:12:54-8# interviewer: Why did you now watch the live footage?

#00:12:54-8# respondant: Uhm, I'm not sure. I didn't plan on watching it and I was not going to cancel on anything else to go home and watch it, so if I was at home I might have streamed or watched it online or on TV or whatever.


#00:13:27-3# respondant: But it wasn't that important.

#00:13:27-3# interviewer: Not planned?

#00:13:27-3# respondant: No.

#00:13:28-9# interviewer: Okay. What energy drinks do you find as attractive as Red Bull?

#00:13:32-6# respondant: As attractive?

#00:13:36-5# interviewer: Uhum.

#00:13:36-5# respondant: Uhm, Cult.

#00:13:42-2# interviewer: Why is that?

#00:13:42-2# respondant: I don't know. It seems like they've captures some of the same ideas behind the Red Bull image.

#00:13:52-8# interviewer: What are those?

#00:13:52-8# respondant: Uhm, with a slight change of saying that same things over again, they target a certain group of people who are into extreme sports. Uhm, the urban kind of type, the ones who work out. I'm not sure, that's just an image I've got.

#00:14:32-8# interviewer: Which one would you chose? Red Bull or Cult?



#00:14:37-3# respondant: I just like the taste better. It is not as sweet, as far as I recall. So, it is not as sweet as Cult.

Appendix 15

Transcript of interview with Signe Navne, 24 years old, university student, resident in Odense.

#00:00:00-0# interviewer: This interview is about energy drinks. I, Marie, am the interviewer and I will be interviewing Signe. I will now show you two short videos "Red Bull Mini 2013" and"Building a Studio" by Red Bull Denmark.




#00:02:57-8# respondant: Hmm. He would be into sports. He would be social, uhm, very artistic perhaps, modern. Yeah.

#00:03:24-8# interviewer: Okay. How would he spend the weekend?

#00:03:24-8# respondant: With friends. Perhaps going to concerts or hanging out, going to clubs

#00:03:40-9# interviewer: Where would he live?

#00:03:40-9# respondant: In a big city, in a capital. Hmm. Yeah, if Denmark, I would say in Copenhagen.


#00:03:58-2# respondant: Uhm. High fashion, but in a sort of trashed way. Jeans, T-shirts, be somewhat of a hipster.

#00:04:17-9# interviewer: All right. On a scale from 1 to 10, 1 being the lowest and 10 being the highest, how willing are you to buy Red Bull Energy Drink?"

#00:04:26-8# respondant: 3.


#00:04:29-5# respondant: Uhm, mostly, I think it is too synthetic and I think it is (…) uhm, when I had bought it I thought it was too manipulating. The reaction I got from my body was not something I wanted.

#00:04:56-6# interviewer: Okay

#00:04:56-6# respondant: Yeah, the reaction and the high level of caffein.


#00:06:46-9# interviewer: Okay. Now think of this video with Felix and again imagine that Red Bull is a person. Would it be a boy or a girl?



#00:06:54-0# respondant: Uhm, he would be one who have high goals and would go to extremes to achieve them. He would be athletic and he would be still very social.


#00:07:21-5# respondant: Uhm, doing sports, doing (…) perhaps climbing or something extreme, something that would get his adrenalin going.


#00:07:38-5# respondant: Uhm, I would say the U.S. perhaps, some place where he could be active, close to nature where he could perhaps do some extreme sports.

#00:08:06-2# interviewer: And what would he wear, what kind of clothes?

#00:08:06-2# respondant: Uhm, more laied back. Still jeans and T-shits but not perhaps the latest fashion. More in a relaxed manner.

#00:08:19-6# interviewer: Okay. On a scale from 1 to 10, 1 being the lowest and 10 being the highest, how willing are you to buy the energy drink from Red Bull?

#00:08:26-7# respondant: Hmm, 7 I think.


#00:08:32-9# respondant: The values portrayed are more appealing to me and the fact that you achieve your goals and do so by Red Bull and seeing the clip I felt somewhat proud and I felt (…) I could imagine how he must feel when he landed and associate that with Red Bull.

#00:09:13-1# interviewer: All right. Did you know that Felix Baumgartner's jump was sponsored by Red Bull?



#00:09:17-3# respondant: Yeah

#00:09:19-7# interviewer: You did. Why did you do that? Why did you watch the live stream?

#00:09:19-7# respondant: I felt it was making history, perhaps like my parents watched the moon landing and I thought that in my time it was a sensation what he achieved.

#00:09:44-1# interviewer: All right. What energy drinks do you find as attractive as Red Bull?

#00:09:47-2# respondant: Hmm. I don't know that many energy drinks, but perhaps Cult.


#00:10:04-5# respondant: Mostly it's the energy drinks I see when I go out and when you are at clubs and such.

#00:10:19-4# interviewer: Uhum. Which would you choose to buy then?

#00:10:19-3# respondant: Red Bull. I think it's more a quality product compared to Cult.

Appendix 16

Transcript of interview with René Mikkelsen, 24 years old, university student, resident in Aarhus.

#00:00:02-1# This interview is about energy drinks. I, Marie am the interviewer and I will be interviewing René. I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull Denmark.



#00:02:38-6# interviewer: Now think of the two videos I just showed you and imagine that Red Bull is a person. Would it be a boy or a girl?

#00:02:46-3# respondant: I would say it would be a boy.

#00:02:47-7# interviewer: How would he be like?

#00:02:49-7# respondant: Ehh, I don't know if the description of a hipster perhaps will do? Ehh, long hair, beard, a bit retro style clothes.


#00:03:04-4# respondant: And, I don't know. Hipster, perhaps is a good word for it.

#00:03:10-3# interviewer: Mhh, how would he spend the weekend?

#00:03:11-9# respondant: Ehh, the whole weekend or just one day?

#00:03:16-8# interviewer: Just in general.

#00:03:18-6# respondant: Ah, okay. In general okay. He will, he would perhaps do some weird kind of sport. Ehh, like we saw in the video. Ehh, cycling in the Mini Drome or perhaps parachuting something perhaps a bit extreme. Ehh, and then go out celebrating with some dudes in the night, in the evening.

#00:03:38-4# interviewer: Uhum, where would he live?

#00:03:39-5# respondant: Hmm, well I am thinking one of the bigger cities in Denmark. Perhaps Aarhus or Copenhagen or Odense (laughing).

#00:03:50-0# interviewer: And what clothes would he wear?

#00:03:51-3# respondant: Ehh, again?

#00:03:53-4# interviewer: No, oh sorry sorry… Yeah yeah, what clothes would he wear? You said that.

#00:03:57-7# respondant: Clothes, ehh, when doing what?

#00:03:58-6# interviewer: Yeah what type of clothes?

#00:04:01-2# respondant: Yeah, well I think it's a bit difficult to to pinpoint exactly, but ehh as I said before something a bit retro perhaps. Very modern. I don't know. Ehh, not something that everybody wears but his own style.

#00:04:17-6# interviewer: All right, on a scale from one to ten, one being the lowest and ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:04:25-8# respondant: I would say eight or seven.

#00:04:27-9# interviewer: What do you base your answer on?

#00:04:29-1# respondant: Ehh, good taste and also perhaps as a student sometimes I know I need caffeine and it's a good alternative to coffee.


#00:04:39-7# respondant: Ehh, when I need an energy boost I think.

#00:04:43-9# interviewer: All right. I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights"


#00:06:44-9# interviewer: All right, now think of this video with Felix and again imagine that Red Bull is a person. Would it be a boy or a girl?


#00:06:52-5# interviewer: And how would he be like?

#00:06:54-2# respondant: Very adventurous, ehh, psyked for action, not able to sit still, has to do something exciting all the time. Yeah.


#00:07:10-5# respondant: Ehh, also doing something, some kind of sport I think. Ehh, perhaps again parachuting, bungee jumping or something a bit extreme as the video also implies. Perhaps try to stand out somehow. Perhaps do something nobody else has done before, or hmm. Yeah, test his own limits.

#00:07:37-9# interviewer: Okay, and how would he spend the weekend?

#00:07:40-5# respondant: Ehh, well. Doing some extreme sports I think is a big adrenaline rush, so. Ehh, perhaps go out again, celebrating, having a good time. Perhaps living in the moment. Ehm yeah, being young, what that entails.

#00:08:03-0# interviewer: And where would he live?

#00:08:05-3# respondant: I think he would live in one of the bigger cities again. Ehh, I mentioned before Copenhagen. Aarhus, Odense or Aalborg.

#00:08:13-5# interviewer: Okay, and what clothes would he wear?

#00:08:16-3# respondant: Ehh, I would say that he would still be a hipster. Ehh, trying to stand out from the rest. Ehh, being so kind of person.

#00:08:28-2# interviewer: Okay. And on a scale from one to ten, one being the lowest, ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:08:37-7# respondant: Compared to last time? I would say, again, seven or eight.

#00:08:41-3# interviewer: Mhh. and what do you base this answer on?

#00:08:43-4# respondant: Hmm, I don't know if I see myself as a guy who,

who enjoys extreme sports but I like what the brand perhaps entails and I would interpret it as something very connected to energy. Ehh, when you drink this you perhaps get more energy and you, yeah. Ehh, will be able to do something extreme, something that you wouldn't be able to do before you had the energy drink.




#00:09:29-3# respondant: Yes I did.

#00:09:30-0# interviewer: Why did you do that?

#00:09:31-4# respondant: Ehh, first of all, I was watching it with some friends, and actually I wasn't aware of the fact that he was gonna jump and then I heard that he was gonna do something wild and go over the history. Ehh, by doing something that nobody else had done before, Breaking the ehh, speed of light or speed of sound? I don't, I think it's speed of light. Yeah, and also performing the highest jump ever. So, that was actually the reason why I saw it. It was quite exciting.

#00:10:06-0# interviewer: Okay, what energy drinks do you find as attractive as Red Bull?

#00:10:11-4# respondant: As attractive as?


#00:10:13-3# respondant: Ehh, what is there? The Faxe Kondi, did just make one I think. It's not, I don't think it's that good. Ehh, and then we have what is that? Monster I think it's called?


#00:10:30-2# respondant: Actually, I think that's quite old as well. Also, it's not as expensive as Red Bull is because it's a big brand so I'll say that's a good alternative.

#00:10:40-8# interviewer: Okay. Which one would you choose to buy though, then? Of the three?

#00:10:44-6# respondant: Ehh, if there was not… If they were standing right next to each other and the prices even I would choose the Red Bull, but. If the Booster is cheaper, perhaps I will go with that one.

#00:10:59-3# interviewer: Okay, thank you.

#00:11:01-2# respondant: Thank you.

Appendix 17

Transcript of interview with Michael Bjerremand, 23 years old, university student, resident in Aarhus.

#00:00:02-4# This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Michael. I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull.

#00:00:20-5# Video: "Red Bull Mini Drome 2013".

#00:01:07-6# respondant: Aha.

#00:01:09-9# Video: "Building a Studio".

#00:02:39-4# interviewer: Okay. Now think of the two videos I just showed you and imagine that Red Bull is a person. Would it be a boy or a girl?

#00:02:47-6# respondant: It's a boy.


#00:02:50-3# respondant: Ehm, energetic. He would be young, he would be oh ehm, active, sports and like, ehm, innovative. Mhh.


#00:03:09-4# respondant: Ehh, socially. Networking with friends, ehh, being out there, ehh, sports again. Yeah. I'm not imagining him sitting still.


#00:03:28-6# respondant: Ehh, urban. He would live cities, in cities, he would be travelling, he would not have a, sort of a stationary home. Ehm. Yeah.

#00:03:44-9# interviewer: Okay, what clothes would he wear?

#00:03:49-3# respondant: Leather. (laughing) He would wear design clothes, looking more into fashion than practicality.


#00:04:02-6# respondant: Ehm, and hip, he would be wearing the new styles.

#00:04:10-2# interviewer: Okay. Ehm, on a scale from one to ten, one being the lowest and ten the highest,


#00:04:18-4# interviewer: How willing are you to buy the Red Bull Energy Drink?

#00:04:22-4# respondant: The product? Uhm… Kind of neutral, five perhaps. Ehh.


#00:04:34-7# respondant: Because, I'm not that person. I'm more a functional kind of guy, and if I find something, an energy drink there's, that's cheaper, then that's what I will value.

#00:04:48-2# interviewer: Okay. I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights"



#00:06:30-7# interviewer: Now think of this video with Felix and again imagine that Red Bull is a person.



#00:06:37-0# respondant: It's still a boy.

#00:06:38-1# interviewer: How would he be like?

#00:06:39-4# respondant: Ehh, he would be ehh, daring. Sort of a dare devil. He would be ehm, courageous, hmm, yeah. He would be again very active, energetic. He would be, ehm, dynamic.

#00:07:03-2# interviewer: Mhh, how would he spend the weekend?

#00:07:06-2# respondant: Ehh, I'm thinking ehh, like motorsporting, using vehicles ehh, sort of a manpower thing. He would be ehh, rushing for that adrenalin kick.

#00:07:24-9# interviewer: Uhum. And where would he live?

#00:07:31-4# respondant: Ehh, that's difficult, ehh. I don't exactly know because he could be in ehh, in the country where there is room for his own vehicles and stuff like that where he can get that adrenaline kick himself. But he could also be like in the city, where he can get to where he needs to be, to get this adrenaline kick very easily. So, perhaps it's the country where he can experiment for himself, getting this adrenaline rush.


#00:08:08-3# respondant: Ehh, now it's more practical. He is wearing an ehh, something that makes him enjoy these sports. Something that keeps him warm, something that ehh, I don't know, can resist wind ehh. Yeah, functional clothes.

#00:08:30-1# interviewer: Okay. And on a scale from one to ten, one being the lowest and ten the highest, how willing are you to buy the Red Bull Energy Drink?

#00:08:37-1# respondant: I guess it raised, ehm. But still, I'm still looking into the functional, the cheap prices, so perhaps it's a six or seven. But it's raised.

#00:08:48-1# interviewer: Okay. Did you know that the Felix Baumgartner jump was sponsored by Red Bull?



#00:08:56-4# respondant: No I didn't.

#00:08:57-3# interviewer: Why not?

#00:08:58-6# respondant: Ehh, I didn't exactly know it was streaming, ehh, at the time I was, ehh, I ehh, it was up to my attention when it's already started. Ehh, then I saw some clips, ehh, in the morning show the day after and on Youtube and in my Facebook.

#00:09:22-5# interviewer: Okay. What energy drinks do you find as attractive as Red Bull?

#00:09:27-9# respondant: As attractive? Ehh, I consider Red Bull like the premium brand, ehh but if you are asking to the product how it tastes, then I guess it's a lot. Then it's Hustler, ehh, I guess Cult. I consider them equal in the way it taste. Ehm, but brand wise, or ehh, like a perceived caring, it's, there is no one comparing Red Bull.

#00:10:07-4# interviewer: So you would choose Red Bull?

#00:10:08-6# respondant: I would choose Red Bull if that was the criteria, yeah.

#00:10:11-8# interviewer: Okay, all right. Thank you.

Appendix 18

Transcript of interview with Thomas Pedersen 28 years old, university student, resident in Aarhus.

#00:00:01-6# interviewer: This interview is about energy drinks. I, Josephine am the interviewer and I will be interviewing Thomas. I will now show you two short videos "Red Bull Mini Drome 2013" and "Building a Studio" by Red Bull.

#00:00:24-5# respondant: Hvad står der? Drome? Dome?

#00:00:26-7# interviewer: Red Bull Mini Drome.



#00:03:27-8# interviewer: Okay. So now think of the two videos and imagine that Red Bull is a person.

#00:03:32-1# respondant: Mhm.


#00:03:34-1# respondant: A boy, definitely.


#00:03:36-0# respondant: Ehh, because mainly you see young guys with… Eh it's not just that it's guys in the videos, it's ehh. A masculine way of living, casual dressing, ehh and doing extreme sports and so on. So, a male, definitely.

#00:04:00-9# interviewer: Mhh. What would he be like?

#00:04:03-3# respondant: Ehh, young. Casual again. Unshaped (laughing). Ehh, he would be energetic, a bit of a dare devil, into extreme sports and he would ehh. Be a part of a subculture. Ehh both in terms of music, listen to, yeah, the subculture music and the, yeah, so on.

#00:04:38-8# interviewer: Okay, yeah. And how would he spend the weekend?

#00:04:42-9# respondant: He would spend the weekend with his friends, doing, biking on his BMX on the streets or listening to… He would hang out, outdoors.


#00:04:59-9# respondant: Ehm, yeah.


#00:05:04-5# respondant: He would live in the big cities.


#00:05:08-0# respondant: Yeah, like the city of Aarhus, there are several places with ehm, the extreme sports culture where they skate and yeah.

#00:05:26-2# interviewer: Do stuff, yeah. What clothes would he wear?

#00:05:29-5# respondant: Worn-out jeans, a lumberjack, ehm, what's it called, shirt, or t-shirt with a logo. Ehm, again, casual dressing with the main feature that it's worn-out.

#00:05:53-9# interviewer: Okay. Then on a scale from one to ten, one being the lowest and ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:06:03-1# respondant: Ehh, seven. Eh, because to a large degree I can ehm see myself in that image but not totally. But it's something that you desire to be. It's not uncool to be that kind of person doing extreme sports and ehh, and hang out with your friends. So, so definitely it would set myself, create an image of myself as being a part of them if I drink or buy Red Bull, so.

#00:06:43-4# interviewer: Okay. Then I will now show you the video "Felix Baumgartner's supersonic free fall from 128k - mission highlights"

#00:07:01-3# Video "Felix Baumgartner's supersonic free fall from 128k - mission highlights"

#00:08:29-1#

#00:08:29-7# interviewer: Okay, now think of this video with Felix, and again

imagine that Red Bull is a person.


#00:08:35-7# interviewer: Would it now be a boy or a girl?

#00:08:37-5# respondant: Ehh, still a boy. How old and, should I describe the person?

#00:08:43-2# interviewer: Yeah, you can describe what he would be like.

#00:08:46-2# respondant: Ehm, again a… A bit older, also because I have seen interviews with Felix Baumgartner and I know that he is older than the persons on the previous videos. Ehm, so it would be an older version of the extreme sports guys in the previos videos, ehh. Just pushing it, ehh, the limit. Search for the adrenaline kick.




#00:09:26-1# respondant: Ehh, he would not spend the weekend by hanging out at the mini drome, ehh. He would probably have a family.


#00:09:37-8# respondant: Ehh, you saw his girlfriend in the video as well. Ehh, perhaps some kids, a family dad hanging out. Still with his friends in the weekend, but also as a family dad.

#00:09:55-6# interviewer: Mhm. And where would he live?

#00:09:58-9# respondant: Ehm, not in the cities anymore. He would probably move out to the, what's it called? Sururb, suburban?

#00:10:10-4# interviewer: Suburb, yes.

#00:10:11-5# respondant: Yeah. In a villa with a dog.


#00:10:15-2# respondant: Yeah, a stationcar.

#00:10:16-2# interviewer: (laughing) And what clothes would he wear?

#00:10:19-9# respondant: Ehm again he would have matured into wearing… not totally normal clothes, but he will still have some kind of attitude, probably ehh. What's it? T-shirt, he would probably still wear t-shirts.

#00:10:40-5# interviewer: Mhm.

#00:10:40-7# respondant: But not, ehh, worn-out Vans shoes.


#00:10:45-6# respondant: Ehm, so he would to some extent look like a more like a normal, regular guy, but he would still have some, some, characteristics from his past as an extreme sport guy.

#00:11:00-9# interviewer: Yeah. Then on a scale from one to ten, again, one being the lowest and ten the highest, how willing are you to buy Red Bull Energy Drink?

#00:11:14-1# respondant: Ehm, probably an eight?


#00:11:21-7# respondant: Ehh, again because he is, he is probably closer to to my age than the guys in the previous videos. I don't hang out at the Mini Drome.

#00:11:34-1# interviewer: Mhm.

#00:11:34-5# respondant: Ehm, I have done that earlier, but something like that earlier, but, so I can more relate to a person like Felix Baumgartner. Ehm, and… I don't know how to explain it otherwise?

#00:11:55-0# interviewer: That's okay.


#00:11:55-8# interviewer: Then, did you know that Felix Baumgartner's jump was sponsored by Red Bull?

#00:12:00-8# respondant: Mhm, yeah.

#00:12:01-3# interviewer: Yeah, did you watch the live stream?

#00:12:03-1# respondant: Mhm.

#00:12:03-5# interviewer: Why did you, why did you watch it?

#00:12:06-6# respondant: Because it was a huge media event. As I remember it, TV2 actually focused on it for I think, several hours, because it was postponed. Ehm, and actually we watched it the whole family.

#00:12:29-7# interviewer: Yeah?

#00:12:30-3# respondant: (laughing) It was something huge, because ehh, we thought of it as some kind of space travelling I think, ehh, and perhaps he would die (laughing) so you had to, you had to watch it.

#00:12:47-5# interviewer: Yeah. Okay, What other energy drinks do you find as attractive as Red Bull?

#00:12:55-3# respondant: Mhm, I would say Coca Cola, if that's an energy drink?

#00:13:01-6# interviewer: That's not really an energy drink…

#00:13:04-7# respondant: No, then I can't ehh, I know there is Hustler and Red, Burn and… But I don't I can't put a person on, on the other energy drinks, so they don't appeal to me.


#00:13:20-3# respondant: I just see them as a knock off of Red Bull actually.

#00:13:25-5# interviewer: Okay. So if you should buy one, which one would you choose?

#00:13:29-6# respondant: If it's the same price? Then it would be Red Bull definitely.

#00:13:32-2# interviewer: What if it's not the same price then, what if Red Bull is more expensive? Would you still buy it?

#00:13:37-9# respondant: Yeah probably.


#00:13:39-5# respondant: Because I, I perceive Red Bull, or, sorry Hustler and Burn and what they are called like ehm, for an entire younger generation.


#00:13:59-1# respondant: Who can't afford the real brands, so I would probably still buy Red Bull.

#00:14:06-8# interviewer: Yeah. Okay thank you that was it.

Appendix 19

Ratings in willingness on a 1-10 scale to buy Red Bull energy drink

Willingness to buy after seeing video 1-2

Willingness to buy after seeing video 3

Respondent 1 6.5 7.5Respondent 2 4 6Respondent 3 3 3Respondent 4 7 7Respondent 5 5,5 5,5Respondent 6 5 5Respondent 7 10 10Respondent 8 9 10Respondent 9 10 10Respondent 10 9.5 9.5Respondent 11 5 5Respondent 12 3 7Respondent 13 7.5 7.5Respondent 14 5 6.5Respondent 15 7 8

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Video 1-2Video 3

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