The Challenge

Developing and coordinating issues management approach for an international consumer brand


In today’s environment, there are a variety of issues that can create challenges for consumer facing brands – particularly in the food and beverage industry. As the energy drink category continues to face scrutiny, the Red Bull communications team has identified proactive planning as an important corporate need. Facing the complexities of managing issues across continents and countries, Red Bull looked to Hawthorne Strategy Group to help create a process to identify potential issues and opportunities to inoculate against criticisms and develop a positive image in global markets.

The Solution

The development of a proactive inoculation plan, positioning the brand firmly ahead of issues and mitigating possible harm 


While this is an ongoing project, the Hawthorne team has worked to prepare Red Bull for inoculation by developing processes and procedures that will help mitigate issues and leverage opportunities as they appear. By designing monitoring, messaging development and stakeholder engagement processes, the team has provided Red Bull with the initial issues and crisis management playbook to build upon moving forward. 

The Results

An organization-wide identification and communications process


Through the development of monitoring and engagement processes with issue specific messaging, Hawthorne has helped Red Bull prepare for potential challenges and unforeseen circumstances. Hawthorne will continue to assist Red Bull moving forward through strategic counsel and media monitoring, as well as identifying issues as they emerge.