red bull brand case study

The Ultimate Red Bull Marketing Strategy Study

Table of contents.

Red Bull has grown from a simple energy drink manufacturer to one of the most recognized brands in the world. It has become synonymous with sports, extreme performance, and victory. Red Bull is the extreme athlete of marketing, literally and figuratively.

A few key statistics and facts about Red Bull:

• Number of Red Bull cans sold worldwide in 2022: 11.582 billion
• Revenue of €9.68 billion
• Red Bull's marketing budget for 2022 is estimated to be €2,9 billion (it is rumored to be around 25-30% of the yearly revenue)
• Red Bull sponsors athletes in 73 countries around the world .
• Number of employees in 2022: 15,779
• The logo is a breed of cattle called gaur.

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Red Bull History

Styrian success-makers.

The reasons for Mateschitz's conservatism lie in his family background. He grew up in modest circumstances in the upper Murgtal in Styria. His outstanding success is not an isolated case in this province. Arnold Schwar is a compatriot, as is the tennis player Thomas Muster, who for a time topped the world rankings ahead of Boris Becker, André Agassi, and Pete Sampras.

He is also a compatriot of Frank Stronach, who emigrated to Canada as a worker and returned to his homeland as a co-owner of the global auto parts manufacturer Magna. Styrians are said to have always been a bit their boss. Stubborn but not rebellious, strong, and persevering. Dietrich Mateschitz, who has been friends with half of Austria since his success and is nicknamed "Didi," has needed perseverance for his story to become a real success.

From jetlag to energy drinks

In 1976, Chaleo Yoovidhya introduced his Krating Daeng drink in Thailand. The name means "red gaur" in English. The maker was inspired by the energy drink Lipovitan, in which the main ingredient is taurine, and was popular with Thai truck drivers and blue-collar manual laborers.

When he visited Thailand in 1982, the Austrian-born Dietrich Mateschitz discovered that by consuming Krating Daeng, he was able to overcome the effects of jet lag, caused by the rapid change of time zones, much more quickly during the trip. Since the energy drink phenomenon was still unknown on the Old Continent, he was astonished at how many people consume the product, and almost immediately approached the owners of the company with the idea of bringing it there.

Mateschitz had been the international marketing manager for Blendax (now part of the Procter & Gamble Group) toothpaste at the time. The Yoovidhya family, which had already become rich through the pharmaceutical industry, welcomed the idea and began to develop a European business policy and strategy with the Austrian marketing expert.

Mateschitz founded Red Bull GmbH with Yoovidhya in 1984 intending to develop it into a global brand. Both parties invested $500,000, however, Yoovidhya and Mateschitz owned only 49-49% of the shares in the new company. The remaining 2 percent of the shares went to Yoovidhya's son Chalerm, but the agreement left Mateschitz as the de facto head of the company.

Product launch in Austria

The product was first launched in Austria in 1987. Mateschitz, still a bachelor at 39, has quit his lucrative multinational job and has been trying to introduce the Asian recipe to Austria for two or three years. The new product, the unusual flavors, the colors, the advertising are not the resounding success he had hoped for. After the initial setbacks, Dietrich Mateschitz does what he has never done before - he takes out a loan. The reason for his reluctance is simple: he was raised at home to believe that "a decent person does not have debts," and like many entrepreneurs, he still does not like financial institutions.

The startup’s growth has almost immediately slowed down because several well-known Austrian beverage companies considered the revolutionary idea too risky and refused to partner with Red Bull. The food authority was also not a fan of Red Bull, considered it dangerous, and banned its marketing in many places - but Mateschitz was not discouraged. Dietrich Mateschitz cites the three most difficult years of his life as the early days of Red Bull.

Being an experienced manager, he refused to lower the price of the not exactly cheap beverage. He is vigilant about consumer behavior. The highly stimulating product was finally a hit in Austrian discotheques. It was tempting to dance the night away. Word of the new wonder “drug” spread quickly across the border. However, on the German side, Red Bull was still not allowed to be marketed. It was banned for a time in Hungary, France, and Denmark because of what they consider to be its high caffeine and taurine content. It is the desire for the forbidden fruit that has brought the real breakthrough. Consumers "smuggle" a bootleg number of Red Bulls across the then non-EU Salzburg border crossing into Bavaria, where it is sold in nightclubs in violation of the law. From then on, the triumphal procession is unstoppable. And during this time, the custom of mixing it with vodka also arises.

Germany and the United Kingdom were introduced to Red Bull in 1994 after the company’s expansion in Eastern and Central Europe. It was able to win a 75 percent market share on the American energy drinks market despite the slow start and late expansion to the US in 1997.

In the process, Red Bull has also garnered some criticism for its use of extreme sports marketing and its impact on health. Due to this, the European Food Safety Authority (EFSA) and other food regulatory agencies have limited the levels of caffeine, taurine, and glucuronolactone in Red Bull and other energy drinks.

Key takeaways:

A serendipitous meeting between the Austrian and Thai founders of Red Bull was quickly followed by the realization of an excellent business opportunity and action. The recipe was ready - even if it still needed to be refined for European tastes - and the parties focused on market development strategies, sales, and marketing activities.

Still, launching the product in Austria was not a success, and many founders would have given up at this point. But Mateschitz kept his eyes open and recognized what the sales drivers would be in the early days.

• Word-of-mouth marketing,
• The feeling of uniqueness (energy drinks were not yet known to the European public),
• A stronger effect than coffee, which, mixed with alcohol, stimulated parties in Eastern Europe as a non-addictive and non-consciousness-altering substance,
• The progressive association of the brand with sports, in addition to nightlife.

Together, these elements have served to build Red Bull's success on an increasingly efficient and planned business foundation.

The Products

The product portfolio of the company.

Three of Red Bull's products are core products that are sold in all relevant markets, regardless of culture or target group:

• Red Bull energy drink: the familiar gray-blue metal can that comes in a 250 ml edition. In some countries, it is also available in a 350 ml and a 500 ml version.
• Sugar-free Red Bull: Instead of sugar from sugar beets, the company uses aspartame, sucralose, and acesulfame K to sweeten the product. The product's other ingredients and packaging are the same as the original energy drink.
• Red Bull Zero Sugar. The Zero and sugar-free variants differ little in terms of content. According to the company, the only difference is the taste.

However, there have also been numerous drinks that have been launched in limited quantities or connected with specific sporting events. These include The Tropical Edition, The Coconut Edition, The Red Edition, and The Summer Edition, currently available in four flavors. However, Red Bull not only limits the time of availability but also sells specific, localized products for the largest markets. For example, ORGANICS by Red Bull, which is only available in German, is not an energy drink but a soft drink that comes in six flavors. These include cola, tonic, and ginger drinks.

Red Bull cans are 100% recyclable. In addition, with only one manufacturing location, 80% of renewable resources are saved rather than using multiple ones.

Product localization

Almost all of the markets in APAC are served by Red Bull, and the company uses local development strategies to cater to consumer tastes in each market. Red Bull markets in the APAC region curate their product portfolios, and it takes a lot of time for each market to develop the most appropriate product selections. Local and center teams are continuously reviewing the portfolio of products to ensure that the energy, taste, and size requirements are met. Though the original blue and silver Red Bull Energy Drink is still a popular beverage, Red Bull is also interested in creating new products to match the changing tastes of the market.

Red Bull Editions are a seasonal range of localized products. To give an example, Red Bull has a Coconut edition in Singapore that includes coconut and blueberry flavors; in Australia, there are Orange editions (orange flavors), Tropical editions (tropical fruit flavors), and Red editions (watermelon flavors).

Each Red Bull market has a local team that interprets the meaning of the products to ensure they are relevant to the target customers. There is room for growth in the energy drink market through premiumization, even though the market is well established.

Manufacturing

A new Red Bull production facility is being built in Glendale, Arizona. A joint venture between Red Bull, Rauch Fruit Juices, and Ball Corporation, RRB Beverage Operating, is investing USD 250 million in the next few years to build a new 700,000 sq ft-sized facility. Originally, the company planned to start manufacturing in 2021, employing 140 people in the process. There is no news available on how COVID-19 has modified the plans.

Instead of keeping the production process in-house, RB outsourced it to Rauch. Among other beverages, it produces Red Bull's drinks in Nüziders, Austria, and Wildenau, Switzerland. It is only 40 kilometers between the two production facilities despite being in different countries.

It was previously made at a Swiss plant and imported to the U.S., but the company's growing popularity in North America and a threat to taxing cans and products imported from Europe, in general, led to the investment.

One of the joint venture partners, the Ball Corporation, which specializes in the production of aluminum and steel packaging for the food and beverage industry, opened an aluminum can manufacturing plant in Goodyear, Arizona in 2019, not far from the new project site in Glendale.

Sales channels

As a manufacturer of soft drinks, Red Bull does not market its products itself but distributes them to restaurants and stores via Red Bull-owned distribution companies. One such company is Red Bull Distribution Company , which is responsible for distribution in North America. The Group currently employs around 6,000 sales staff who distribute its products in 170 countries around the world.

The sales employees directly involved in the sales process are usually field sales representatives. They cover a predetermined territory by driving around and replenishing products from Red Bull in restaurants and convenience stores. They are also responsible for ensuring that the energy drinks are in the right, highly visible places on the shelves and that the company logos get the attention they deserve.

Of course, the larger chains and online beverage stores are already negotiating directly with distributors. The company's sales activities are rounded off by various corporate purchases.

Beverage retailers in particular tend to offer their customers a diversified product portfolio to generate more sales so that they can not only order a specific beverage but also upsell it. This involves offering additional options (both products and services) to a customer who has already been won over, which can then be sold at a much higher profit because there is no need to advertise and approach the customer again. In contrast, Red Bull has opted for a narrow product range - for a long time, there was only one type of energy drink and one flavor. Today, that range has broadened, but there are still many subsectors (e.g., alcohols, premium products) where there is room for further expansion.

Red Bull works with several international and local distributors, typically owned by RB. Sales are always B2B, with restaurants, small and large grocery stores, and corporate customers on the other side.

The Red Bull Brand

The Red bull brand stands out as a category dominating queen holding 42% of the global energy drink market in 2020. Second comes Monster with a 39% market share.

Company culture

The vision statement of Red Bull is “(The company) is dedicated to upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices, dedicated to coaching and developing our organization as an employer of choice.” (Source: redbull.com)

According to reviews on Indeed and Comparably , Red Bull is successful not only in building an outward-facing brand but also in creating a high-quality corporate culture. Typical feedback praises the internal social life, work environment, and highlights internal development opportunities. However, as in any other organization, those who work under a poorly performing manager are understandably dissatisfied with management skills, work-life balance, and supervisor availability.

Can of innovation: a branding move

The can became the symbol for Red Bull, even though it has been commonly used among beverage manufacturers. There is, however, a significant difference: instead of the usual 330 ml can, which is a bit chunkier, Red Bull has introduced the 250 ml sized container, which is thinner and taller than usual. There are two reasons for this: the unique appearance makes the product stand out from the competition, and it explains why Red Bull is much more expensive than the usual packaged drinks.

Red Bull’s target market: for those who need energy

Red Bull’s target market is young people between the age of 15 and 45 with high income. The company segments its target market even further offering as the main benefit a sense of belonging and enhanced physical and mental performance.

Matschitz explained the failure of Red Bull's first consumer test by claiming that such products only succeed in their intended environment. In sterile laboratories, no one needs extra energy, so Red Bull could not be treated at its true value. The moment the drink was introduced into gyms, parties, and bars, or even boardrooms, the rejection stopped, because the product found its right target audience.

Red Bull’s logo and design over the years

The energy drink was originally created for Muay Thai fighters and blue-collar workers in Thailand. A logo where two red bulls were readying to fight and the bright yellow sun rising behind them is typical for the APAC region. The only direct change was the “Red Bull” inscription written in bold, English font.

The Red Bull logo did not change significantly over the years. What makes the story special is that Mateschitz's marketing background allowed the team to spend extra time finding the right design. However, both the logo and the name and colors scored poorly on focus-group questionnaires. Nevertheless, the owners stuck to their original vision and did not change the design "rescued" from Thailand. Time has proven them right.

Red Bull brands and subsidiaries

Red Bull Racing

AKA Red Bull AKA RBR AKA Oracle Red Bull Racing is a Formula 1 racing team. The team won the 2021 championship with its driver Max Verstappen.

Scuderia AlphaTauri

AKA AlphaTauri is the second Formula One racing team of Red Bull. Originally the company’s junior team, today its considered to be the sister team of Oracle Red Bull Racing.

New York Red Bulls & New York Red Bulls II

The company’s two American professional soccer teams. The first participates in the Major league and the second in the second tier league.

FC Red Bull Salzburg

AKA FC Salzburg, the company’s Austrian professional football club. Red Bull bought the club in 2015 and changed its colors, a move that its fans found controversial.

FC Liefering

Red Bull's second league Austrian football club.

The German professional football club nicknamed Die Roten Bullen. The company bought the team in 2009 and in less than 9 years took it from the fifth tier league to the top-flight Bundesliga.

Red Bull Brasil & Red Bull Bragantino

The two Brazilian football clubs whose teams compete in the second and top tier of São Paulo state football league respectively.

EHC München & EC Red Bull Salzburg

Red bull’s ice hockey teams. The first competes at the highest level of professional German ice hockey. And the second competes in Austria’s top-tier ice hockey league.

Red Bull Records

It’s Red Bull’s global record label focusing on more niche genres like rock, alternative rock, punk rock and hip hop with bands like Awolnation, Twin Atlantic, and Beartooth.

The example of Mateschitz is rather the exception that proves the rule because his decisions - especially in the early years - were always at odds with business logic and common sense. The launch of the energy drink Red Bull in Europe was prepared through a series of processes: Testing the product, obtaining food safety and market approvals, market research as part of the launch. In the end, there were almost no areas left to support the owners' ideas, as neither the food authority nor market research considered energy drinks to be a good product.

Mateschitz, however, stubbornly stuck to his original ideas and, adapting some of the intellectual property brought from Thailand to European tastes, practically single-handedly created a youthful, trendy and energetic brand Red Bull.

Red Bull Marketing Strategy - Sponsoring Sports, Athletes And Events

Red Bull global marketing strategy focuses, but it’s not limited to, sponsorships of extreme sports, athletes and events of every scale, from local to global.

The company generates massive awareness with its presence in unique first-ever events like Felix Baumgartner parachute jump and in major regular events like the Volcom Pipe Pro and the Freeride world tour.

Red Bull’s marketing strategy, however, includes more traditional marketing practices and channels like TV commercials and social media with millions of followers across its Facebook, Instagram, Twitter, LinkedIn, and Youtube tens of accounts. It runs ads across every channel, trying to appear in front of its target audience everywhere it goes.

Red Bull marketing budget

A question on a lot of people's minds is how much does red bull spend on marketing?  Unfortunately, Red Bull does not share its marketing budget, but it is rumored to be around 25% of the yearly revenue. So whilst we can only guesstimate what it spends, one thing we know is that it's a lot of money and a very important focus for Red Bull.

When the product becomes the means of Red Bull advertising

Sponsored stars are today's flesh-and-blood heroes: athletes, drivers, Formula 1 racers, and extreme athletes who stand for real achievement.

In addition to financial support, the stars receive equipment, clothing, and accessories with the Red Bull logo. And of course their advertised product, energy drinks in the required quantity. Red Bull's branded merchandise is particularly valuable because, unlike many beverage competitors, the company does not mass-produce merchandise - it is available only in the inner circle. 

The international marketing activities of Red Bull are aimed primarily at young people who are attracted to and like extreme sports. The range of extreme sports targeted is very broad and includes:

• Mountain biking
• Snowboarding
• Skateboarding
• Wakeboarding
• Cliff jumping
• Ice skating
• Freestyle motocross
• Break dancing.

Red Bull also uses music and  video games  for marketing purposes and has brought in celebrities like Eminem (through its support of the Red Bull "EmSee Battle Rap championships").

Red Bull is also known for its events, including music and art conventions. In Hungary, the company launched Red Bull Pilvaker in 2012, one of the country's most unique music and cultural projects, which commemorated the 1848 Revolution and the War of Independence with the help of outstanding contemporary art artists. The popularity of Red Bull Pilvaker is reflected in the fact that in recent years all tickets for performances at Erkel Theater, which seats almost 2,000 people, were sold out within a few days.

Red Bull also maintains soccer teams in Austria, Germany, the United States, and Brazil - these teams also carry the brand name, Red Bull. By associating the energy drink with these activities, the company aims to reinforce the "cool" image of the product and thus the strength of the brand. The energy drink has also created a market for over 150 additional souvenir items.

On the PlayStation 3 community platform PlayStation Home, Red Bull created a dedicated in-game island in 2009 to specifically promote the energy drink Red Bull and the racing series Red Bull Air Race. In January 2012, Red Bull also opened its first personal community area, the " Red Bull House of Skate," which featured an indoor skating rink for visitors.

Red Bull's sports sponsorship activities focus on supporting talented young athletes and helping them achieve their goals. The Red Bull Junior program in motorsports is the most prominent branch of this, but the company follows this philosophy in its support for athletes, regardless of the sport. Sebastian Vettel, Daniel Ricciardo, and Danyiil Kvjat are among the most prominent students of the Red Bull Junior program.

Formula One Red Bull Racing

Red Bull Racing is the Austrian Formula 1 team owned by the energy drink company Red Bull. The company's other team is Scuderia Toro Rosso (later Scuderia AlphaTauri).

The team's direct predecessor is the Stewart Grand Prix, founded in 1997 by Jackie Stewart. In late 1999, it was sold to the Ford Motor Company, which raced it under the name Jaguar Racing. In 2004, Ford decided to sell the unsuccessful but costly team. It was bought by Dietrich Mateschitz, owner of the energy drink company Red Bull. The team was then able to take to the grid at the 2005 Australian Grand Prix as the successor to Jaguar, now in the blue and silver colors of Red Bull energy drinks.

Red Bull was no stranger to motorsport's premier class, having previously sponsored Sauber, Arrows, and its predecessor Jaguar. Having started its own team, Red Bull naturally terminated its contract with Sauber (the Arrows had already ceased to exist in 2002). The drinks company has also appeared in the Formula 3000 series and its successor, GP2, and has a European talent scouting program called Red Bull Junior Team. Later Formula 1 drivers have also emerged from the program, with Enrique Bernoldi, Christian Klien, Patrick Friesacher, Vitantonio Liuzzi, and Scott Speed all having raced in the premier class.

RBR enjoyed immediate success in its first season in 2005, thanks to two of its drivers, Coulthard and Klien. The 2005 Red Bull RB1 was based on the already papered Jaguar R6. The team used the weakest Cosworth engines and Michelin tyres throughout the season. The team exceeded expectations to finish seventh among constructors with 34 points.

For the 2006 season, Red Bull Racing changed engine suppliers and used Ferrari V8 power units for the season. Adrian Newey, who was signed from McLaren in November 2005, was appointed as chief designer. Newey did not play a major role in the design of the RB2, which was almost complete by then, and instead started work on the 2007 model. By 2007, the Adrian Newey-designed RB3 was finally completed, with the Renault engine replacing Ferrari's. Mid-season saw the arrival of Geoff Willis, who had worked as technical director at Williams and BAR and then at Honda. Following the departure of Michelin, Red Bull Racing naturally started on Bridgestone tyres. On the racing front, David Coulthard remained with the team, while Mark Webber took the other seat. Webber left the predecessor Jaguar after 2004 and joined the energy drinkers after two disappointing seasons at Williams. The team finished 5th in the constructors' championship with McLaren eliminated and 24 points, David Coulthard 10th with 14 points, and Mark Webber 12th with 10 points.

For 2009, the retiring David Coulthard was replaced by Sebastian Vettel from Toro Rosso, while Mark Webber remained with the team. The team ended the year with a double victory at the Abu Dhabi Grand Prix. Vettel finished second in the individual championship with 84 points, 11 behind world champion Button. The team finished second in the constructors' championship, 18.5 points behind Brawn GP. From 2010-13, RBR enjoyed a truly golden era, its World Championship victories making it unchallenged.

The 2014-20 Formula 1 era brought less success for Red Bull (regularly replaced by Mercedes in first place), but remained a worthy rival to Ferrari. In the 2021 season, with a Honda engine, they continue to pile on the surprises, and their fans are predicting the resurrection of RBR in an ever-strengthening F1 team.

Red Bull Ring ‍

The Red Bull Ring (originally called Österreichring, between 1997 and 2003 A1-Ring) is an Austrian race track in Styria. The circuit itself is located in the territory of the municipality of Spielberg, but its access roads are in the immediate vicinity of the municipality of Zeltweg, which is why it is often referred to as the "Zeltweg circuit". The track was renovated in 2011 with financial support from the energy drink manufacturer Red Bull to make it suitable for Formula 1 again and will be back on the calendar for the 2014 season.

Red Bull Racing has won at its home track four times since its inception.

Red Bull sponsoring other sports

• In 2006, Red Bull announced they would sponsor the NASCAR Team Red Bull. Lowe's Motor Speedway was their first stop in the Nextel Cup Series. The team was shut down in December 2011 and its assets were acquired by BK Racing.
• A major sponsor of Repsol Honda, Red Bull is the title sponsor of Red Bull KTM Factory Racing and Red Bull Honda World Superbike Team.
• Football has also been a huge part of the company's activities. The Austrian club SV Austria Salzburg was purchased by Red Bull on 6 April 2005, and it was renamed Red Bull Salzburg, a move that has been heavily criticized by supporters' groups in Austria and across Europe. FC Liefering has also been purchased as Salzburg's feeder club.
• Since 2000, the company has owned the Salzburg team in the Austrian Hockey League, now named Red Bull Salzburg. Throughout 2012 and 2013, Red Bull became the team's title sponsor and then bought the club outright.
• A new League of Legends team was formed by Red Bull in 2017, Red Bulls, which competed in the European League of Legends Challenger Series from 2017 until it folded in 2018. Several Red Bull sponsored fighting game players to compete in Tekken and Street Fighter games, as well as The International winner OG, who competes in Dota 2.

Felix Baumgartner parachute jump from space

Baumgartner and his team saw a mission in the world record attempt, for which the athlete had been preparing since 2005. The jump offered the opportunity to collect data to improve life-saving for astronauts and pilots or potential space tourists and to study the behavior of the human body in the stratosphere. It is critical to make the return from space safe for space crews, as they may have to eject from the aircraft and it is life-threatening to enter the stratosphere in an unprepared space suit in such an emergency.

The first record attempt was scheduled for Oct. 9, 2012, at 11:42 a.m. local time, but a strong wind prevented the 834,497-cubic-meter balloon from inflating safely, as it was twisted by the wind. Wind gusts of up to 40 km/h were measured at the top of the balloon, although the wind speed was not supposed to exceed 5 km/h.

The next attempt was therefore postponed until Sunday, October 14 - a postponement that tested everyone's patience but was the only way to ensure safety. At the press conference after the jump, FAI record holder Brian Utleya announced that Baumgartner had reached a speed of 1342.8 kilometers per hour (Mach 1.24), breaking the speed of sound. The pilot came down from a height of 39,045 meters in 4 minutes and 20 seconds, covering 36,529 meters in freefall.

Red Bull, like Ferrari , has found in sports the marketing platform that best reaches its audience. However, the company has not limited its sponsorship activities to motorsports but supports all sports from ice hockey to extreme sports. The company invests most of its marketing budget in financing the Red Bull Racing Formula 1 team and maintaining the racetrack at the Red Bull Ring.

Red Bull also supports music as a nightlife player and various events aimed at partygoers.

Final thoughts and key takeaways of Red Bull’s story

Who owns red bull today.

Red Bull GmbH is a private company with its headquarters in Salzburg, Austria. Two billionaires own Red bull:

• Thai businessman  Chalerm Yoovidhya,  who owns the majority of the company sitting at 51%. His net worth as of 2021 is estimated at $24.5 billion.
• Austrian businessman  Dietrich Mateschitz,  who owns 49% of the rest of the company. His net worth as of 2022 is estimated at $26 billion.

Growth by numbers

According to Forbes , the brand that gives you wings sold 6.8 billion cans in 171 countries in 2018. Among the fastest-growing markets were India (+30%), Brazil (+22%), and Eastern Europe (+22%). Using a marketing strategy built around extreme events, Red Bull has sold a total of 75 billion cans since 1987.

Key takeaways from Red Bull's story:

• The founders’ agility: Red Bull would certainly not look the way it does today if the founders - a Thai pharmaceutical entrepreneur and an Austrian marketing manager - had not had a clear vision for the brand right from the start.
• Product portfolio: The soft drinks market is characterized by the dominance of aggregators (e.g. Coca Cola, which contrary to popular belief does not only produce Coke). To counter this trend, Red Bull has from the beginning thought in terms of a small product portfolio and focused on the energy drink market rather than a diversified range. It was not an easy task, as it was a pioneer in the field at the time of its launch - no other energy drink existed in Europe. The company invested a lot of energy in educating the market, which at first did not welcome this unique product, but now it has become an integral part of it.
• Marketing : Instead of investing millions of dollars in television, radio, and Internet advertising, Red Bull took a different approach from the beginning. Although it was initially forced to do so because many countries did not officially license the energy drink, word of mouth is still the strongest element in the company's marketing. The founders succeeded by identifying the two areas where there was a real need for energy drinks and focusing all marketing activities on them.
• Sponsorship : Red Bull quickly found its audience among athletes as well as party-goers, so it's no wonder that the company turned to sports sponsorships. One of Red Bull's main marketing weapons has been its own Formula 1 team, as well as sponsorship of a number of ball and extreme sports.

The companies more than 30-year history is a powerful story of challenges, of working against the wind, of the founders' strong vision, of defying business logic, and of perseverance. Even though the Austrian entrepreneur Dietrich Mateschitz has made countless decisions that would not have worked for others and that go against everything that business can teach us, the success of his company is beyond question.

If there is anything we can learn from him, it is surely his belief in his team and his own instinct to put an unknown product on the world map. Red Bull now inspires millions of people a year, its sales are skyrocketing (based on the sales statistics, every person on earth could drink one Red Bull), and its marketing efforts are leading the way for many other companies in the industry.

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How Red Bull Creates Brand Buzz

• David Aaker

The value of creative, edgy, and on-brand sponsorships.

On Sunday October 14, Felix Baumgartner rose more than 24 miles above the New Mexico desert in the 55-story ultra-thin helium “ Red Bull Stratos ” balloon, jumped off, and reached 830 mph during a 9 minute fall, setting records for both the height of the jump and the speed of descent. It was a Red Bull event and about 8 million of us watched it as it was happening. The post-event pictures on Facebook got nearly 216,000 likes and 30,000 shares in less than 40 minutes, and another 32 million-plus have seen the YouTube account since.

• DA David Aaker is Professor Emeritus at UC Berkeley and the vice chairman of Prophet

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Red Bull Marketing Strategy: The Case Study

Red Bull is an invincible marketing powerhouse.

When it comes to its marketing strategy, the brand takes great care of everything they do.

However, their marketing efforts always put the audience first.

In fact, their product sales are second to none.

Although Red Bull is active on multiple channels and uses many different strategies, they all revolve around the same concept: creating content and experiences that appeal to people regardless of the energy drink brand. 

Like major publishers, they have become one of the most talked-about brands in the world, producing content, providing mind-blowing programs, and much more.

Table of Contents

Red Bull Company: A Brief History

When the Austrian toothpaste seller Dietrich Mateschitz arrived in Thailand in 1987, Red Bull first heard of the “ energy tonic ” created by Chelio Yovidya. The tonic was thought to help keep drinkers awake and alert.

After three years of testing, Red Bull was launched in Austria, but two businessmen are skeptical. “There is no demand for such a drink in the market,” he said. No one is likely to try. But they were wrong

Today Red Bull dominated 2015 with a 43% market share . The best part? They are still going strong. Considering that Red Bull has kept the market in the first place, it is not bad to dominate almost half of it after almost three decades.

Here, is the infographic showing the growth of the Red Bull brand:

The Case Study of Red Bull’s unconventional marketing strategy

When the Red Bull first appeared, there were no energy drinks and traditional advertising was expensive.

Therefore, the Red Bull became a rookie and chose a different strategy.

What did he actually do?

They went straight to their target audience (men between the ages of 18 and 35) at college parties, libraries, cafes, bars, and other places.

They put the product in the hands of consumers by bringing free samples to the public.

It talked to people promoting its product for free.

They still use the same strategy: wherever they go, they go.

That means sponsoring a music festival or creating the most cultural content, they do.

In fact, the content that Red Bull publishes is displayed on a par with a professional publishing house. They are a media company intended to effectively sell energy drinks, not the other way around.

What is the best way to dominate the market?

Create one that does not yet exist.

This is exactly what happened to Red Bull Energy Drinks 30 years ago.

Thanks to smart marketing and creative strategy, they have been at the top for three decades.

How does Red Bull incorporate a content marketing strategy?

The elements of the Red Bull do exceptionally three things.

• First , it covers topics that interest its audience. Extreme sports, music festivals, and concerts are just some of the topics covered on the Red Bull website. Imagine being able to (or necessarily) enjoy Red Bull wherever you see it and its content covering it.
• Second , it is their ability to sell their brand, but not to push their product. Their content is focused not only on Red Bull sales but also on the pleasure of the readers. In turn, audiences begin to associate their product with the content they want to consume .
• Third , it delivers videos, blog posts, landing pages , and other types of content on the same professional level as the media sites where your target audience uses the content.

Take this video for example. It is packed with ingredients that anyone who loves high-energy, high-impact, and extreme aerobics will appreciate:

How will Red Bull reach its target market?

Red Bull focuses on three important tips for attracting its target audience:

Excellent Content Delivery: The content created by Red Bull’s marketing team is on par with other major media, allowing viewers to access the content.

Massive advertising stunts: Red Bull takes “ Go Big or Go Home ” to the next level by performing massive stunts to freeze everyone and see what happens.

Sponsorship or Event Creation: Red Bull showcases its marketing skills by taking its product and linking it to what the audience likes or creating events for them.

How does Red Bull use events to reach customers?

Part of their strategy is to host and sponsor events that their target market is already participating in. Whether it’s a concert, a film event, or extreme diving, Red Bull creates or sponsors an event around them.

Why is this a great move? His audience is already there. Their target audience is an active group. They love to try new and crazy stunts, extravagant sports, or extravagant at a music festival.

So Red Bull appears in places where they know they are their target audience .

Take Coachella for example. This huge music festival takes place over two weekends in the desert and fans should not miss a single second. This means sacrificing a few hours of sleep.

The Red Bull appears and gives them the wings (and energy) they need to stay awake and play at the festival.

How does Red Bull use advertising stunts to promote itself?

Another part of Red Bull’s marketing strategy is its insane advertising stunts. They sent a man aboard a small ship and a helium balloon 128,000 feet above the ground and sent him out. Known as the Red Bull Stratos Jump, this stunt broke two different world records:

By creating massive stunts like the Stratos jump, it makes his audience (and probably everyone agrees) stop and think, “Yeah? I have to see this.”

8 Ways to Implement Red Bull’s Marketing Strategy

The ability of Red Bull to adhere to its brand and values ​​makes them successful.

1. Maximize the idea behind their slogan

Red Bull’s message strategy revolves around its motto, “ Red Bull Gives You Wings “. It focuses on the idea that its product gives people the “wings” or the energy they need to do what they want.

This motto feeds their content as they create and record the most action-packed, high-flying games and activities the world has ever seen.

Need some help jumping off a plane in a flight suit? Let Red Bull give you the extra encouragement you need.

2. Maintain consistent visual branding

Visual branding created by Red Bull is the key to brand success.

Check out one of his most recent YouTube videos:

Content engages viewers in fast, high-intensity stunts that make them wonder if they can really pull it off.

That side of your seat, Shock Mindset is about the Red Bull brand. Instead, I can say, we gave people the energy (and courage) to try this crazy thing.

3. Build a solid foundation of content

The main content of RedBull can be summarized as follows:

They focus on extreme sports, music, art, dance, nightlife, and more. Due to this wide range, their content can attract the right audience.

Red Bull works with the main ingredients that put them in front of the pack.

Every piece of content they create matches the quality of their publications, such as Buzzfeed, Vice, ESPN, and other publications that can be read. That level of quality seems to come from a powerhouse dedicated to creating consumer media rather than energy drink brands.

4. Let values ​​be your guide

Their values ​​also play a role in their content. They focus on the basic phrase “giving wings to people and ideas”. Everything the Red Bull team communicates revolves around that motto and its values.

The ability to maintain a continuous conversation for the past 30 years has brought them success.

5. Restore the way they use traditional media

Content marketing is not the only thing that dominates Red Bull. The brand also invests a significant stake in traditional mass media channels.

Red Bull TV content works in two formats: videos they create for their online channels (YouTube, social media, etc.) and ads that collaborate with traditional TV channel content:

Its TV content was streamed live on his online hub, Red Bull TV. Their videos and shows are divided into event and movie formats, as well as channel topics such as cliff diving and culture:

It also entered the field of music. In addition to covering or sponsoring major concerts, Red Bull also has its own record label, recording studio, music academy, publishing group, and online radio station.

6. Being strong and proud of social media strategy

Another channel dominated by the Red Bull power is social media .

For example, his Facebook page is filled with visually appealing art videos, music created by his record label that thrills audiences, and sports and events that his audience enjoys.

Red Bull’s message is short and sweet because the first 3 seconds will surprise you with what happens. You have no choice but to go completely:

Their Twitter and Instagram channels instead focus on recognizable images to share and promote conversation with their fans.

Which film is unique to Red Bull? According to Link Human, these films capture motion, drama, and emotion:

Their ability to create dynamic social media posts that generated enough interest to stop fans from scrolling further hit him so hard on social media. Each media element feels like its content is in motion, reflecting the brand’s high-power aesthetic.

7. Expose the product to the public with sponsorships and events

Ultimately, Red Bull’s sponsorships and programs are the last part of their marketing strategy to sell their brand dominance. We divide their efforts into three categories:

• Advertising stunt.
• Events created by them.
• Sponsorship.

Their advertising stunts are insane enough to make the world stop and look. Sure, they have a stratospheric jump, but there are many more.

Take the Red Bull Air Force team for example. This group is dedicated to showcasing some of the strangest aerial feats have ever seen:

There are shows like Red Bull Crashing Ice or Red Bull Queen of the Bay, which respectfully focus on specific sports such as ice cross or surfing. These events focus on sports fans and raise awareness about the Red Bull brand.

Finally, there are sponsorships. From the Electric Daisy Carnival in Las Vegas to Coachella, the Red Bull is involved in everything. This is a great move by the company because who is attending all those events? Their target audience.

Not only that, but those sponsorships allow the Red Bull brand to be exposed to new audiences as they are attended by a large number of people.

8. Creating content around what your audience likes

What do they have in common with each item they cover (and there are many)?

They focus on the activities that people participate in when they consume their products. They also post content that their audience can navigate.

They post large amounts of content on their website and, surprisingly, do not mention their product in any way:

They produce The Red Bulletin, a magazine that distributes 2.2 million copies a month:

In short, if their target audience is consuming content on a particular channel, you can count on Red Bull’s presence.

Finally, What Did We Learn from Red Bull Marketing Strategy?

Needless to say, Red Bull has come a long way in the 30 years since its inception. From a very humble beginning to a mega-brand publishing house, Red Bull is a success story in marketing.

Are you inspired by Red Bull’s marketing strategy?

Let their story serve as a reminder that your company should start somewhere. They did not go to a multinational company overnight from an idea in Thailand. It took time, luck, and some effort (and a lot of great marketing along the way).

• Follow their leadership by starting small. Here are some ideas:
• Create a short series of weekly videos on a topic that will interest your audience.
• Curate social media content that meets your product purpose and the interests of your audience (without mentioning you directly).
• Publish an email newsletter with interesting and useful material that your audience will love (and can slap your logo anywhere).

Here’s the key: To be successful in content marketing like Red Bull, you must put your audience’s interests first and create content publishers.

Instead of imitating other marketers, imitate magazines, TV shows, news websites, and anything else your audience reads and watches.

Want to know more about how to actually do this? Here are some additional reading tips to get you started:

Because Red Bull strategy works

Red Bull’s strategy works for three different reasons:

• The first is his ability to tell a story that appeals to an audience. His focus on everything from extravagant sports to music festivals gives him a vast playing field, but that’s not all.
• Second Red Bull ranks its product in providing content and value to its audience. Attention to the details provided by their marketing team is evident. People who care about what they write, record or create around them.
• Ultimately , their commitment to the values ​​and aesthetics that the brand created when it first launched will drive its marketing. Everything they make is associated with the idea of ​​giving wings to people and ideas to fly.

That’s all if you find this content interesting. Don’t forget to share and leave comments. Thank you.

Other Interesting Reads:

A go through into the marketing strategy of Starbucks

Oreo Marketing Case Study: A blend of 4Ps of Marketing Mix

What is Brand Engagement & Why it is important?

• Trackback: Puma Marketing Strategy Between Competition & Sponsorship - Mix With Marketing
• Trackback: McDonald's marketing strategy: A benchmark in the fast food industry - Mix With Marketing

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• International Marketing

Red Bull’s International Marketing Strategy: Cracking the Code

• February 8, 2024

Table of Contents

Wings across the world: deciphering red bull’s international marketing strategy, understanding red bull’s global strategy: pinpointing the bullseye, key pillars of red bull’s international marketing strategy, case studies: red bull’s wings take flight around the world, learnings and applications: spreading your wings like red bull, conclusion: soaring high with red bull’s global marketing blueprint, red bull’s international marketing strategy: faq.

Imagine a brand so ubiquitous it’s consumed in over 177 countries, selling 12.1 billion cans annually ( Red Bull , 2024). That’s Red Bull, the energy drink behemoth whose iconic red and blue cans have become synonymous with pushing boundaries and chasing thrills. But how did this Austrian beverage conquer the globe, leaving competitors in its wake? The answer lies in Red Bull’s international marketing strategy, a masterclass in understanding target audiences, crafting a compelling brand identity, and executing innovative campaigns that transcend borders .

International marketing, the art of tailoring products and messaging to diverse cultures and markets, is crucial for any brand seeking global success. It involves navigating complex cultural nuances , legal regulations, and consumer preferences. For Red Bull, this meant adapting their “Gives You Wings” slogan to resonate with young adults in China, who associate wings with freedom and individuality. This understanding of local cultural contexts has been instrumental in propelling Red Bull to the top of the energy drink market , showcasing the power of effective international marketing strategies.

This article delves deep into the secrets behind Red Bull’s global marketing prowess. We’ll dissect their target audience, analyze their unique brand positioning, and explore the key pillars that have fueled their international success . Through case studies of specific campaigns and data-driven insights, we’ll uncover the actionable strategies you can apply to your own brand’s international journey. So, buckle up and prepare to be energized by the insights gleaned from Red Bull’s remarkable marketing playbook.

At the heart of Red Bull’s international marketing strategy lies a laser-sharp focus on their target audience: young adults and millennials . This demographic, characterized by their desire for adventure, individuality, and pushing boundaries, perfectly aligns with Red Bull’s brand identity.

Targeting the Energy Seekers

Red Bull understands that young adults crave experiences that fuel their passions and ambitions. With a global study revealing that 77% of millennials prioritize experiences over material possessions ( Forbes , 2019), Red Bull positions itself as the ultimate energy booster for their active lifestyles . Whether it’s conquering an exam, chasing creative dreams, or participating in extreme sports, Red Bull associates itself with the thrill of pushing limits and achieving personal bests. This resonates deeply with the target audience, who see the brand as more than just an energy drink; it’s a symbol of their aspirations and drive.

The Wings of Adventure

Beyond the functional benefit of an energy boost, Red Bull cultivates a brand image that’s synonymous with adventure and excitement . Their global marketing campaigns, often featuring extreme sports athletes and daring stunts, tap into the target audience’s desire for adrenaline-pumping experiences ( Red Bull , 2024). This association with adventure transcends cultural boundaries, uniting young adults across the globe under the banner of pushing boundaries and living life to the fullest.

Global Consistency, Local Nuances

However, Red Bull’s international marketing strategy doesn’t simply rely on a one-size-fits-all approach. While maintaining a consistent brand image with its iconic red and blue cans and “Gives You Wings” slogan, they adapt their messaging and campaigns to resonate with local cultural nuances. For instance, in China, where the concept of wings carries connotations of freedom and individuality, Red Bull tailored its marketing to emphasize these values, resonating deeply with the local audience. This adaptability demonstrates Red Bull’s understanding that global success requires respecting and embracing local cultural contexts .

Beyond the Can

Understanding Red Bull’s target audience, their unique brand positioning, and their ability to balance global consistency with local adaptation provides valuable lessons for any brand seeking international success. By pinpointing the target audience’s desires and aspirations, crafting a compelling brand identity that resonates with them, and adapting messaging to local cultures , businesses can unlock the potential of international markets and soar to new heights.

Red Bull’s international marketing strategy wasn’t built on a single tactic. Instead, it thrives on a multifaceted approach, carefully weaving together different marketing pillars to create a powerful and cohesive brand experience . Let’s delve into the key elements that have fueled their global success:

1. Content is King: Owning the Narrative

Red Bull goes beyond simply selling an energy drink—they curate engaging global content that resonates with their target audience. Their media arm, Red Bull Media House, produces high-quality documentaries, films, and online content featuring extreme sports, music, and art ( Red Bull Media House , 2024). This content doesn’t directly advertise the drink, but instead builds brand loyalty by showcasing an adventurous lifestyle that aligns with their target audience’s aspirations . Studies show that branded content, when done right, can increase purchase intent by 63% ( Business Wire , 2016), highlighting the effectiveness of this approach.

2. Experiential Marketing: Living the Brand

Red Bull doesn’t just talk about adventure; they create it. Their event sponsorships and activations, ranging from Red Bull Stratos to Flugtag competitions, allow consumers to experience the brand firsthand ( Red Bull , 2024). These events generate buzz, social media engagement, and positive brand associations, creating a deeper connection with consumers than traditional advertising . A report by Event Marketing Institute revealed that 74% of attendees are more likely to purchase from a brand after attending an event ( Event Marketer , 2016), underscoring the power of experiential marketing.

3. Social Media Mastery: Engaging the Tribe

Red Bull understands the importance of social media in connecting with their young, digitally savvy audience . They have a diverse, localized presence across major platforms, regularly creating engaging content and fostering online communities. Their humor, user-generated content campaigns, and influencer partnerships keep their audience interested and involved, generating millions of followers worldwide. Social media analytics firm Sprout Social reports that brands with a strong social media presence see a 133% higher customer advocacy rate ( Sprout Social , 2023), highlighting the value of this targeted strategy.

4. Data-Driven Decisions: Optimizing for Success

Red Bull doesn’t rely solely on intuition—they leverage data and analytics to track campaign performance and optimize their strategies . By analyzing social media engagement, website traffic, and event participation, they gain valuable insights into consumer preferences and campaign effectiveness. This data-driven approach allows them to continuously refine their messaging, content, and activations, ensuring their strategies remain relevant and impactful.

The Takeaway

Red Bull’s international marketing strategy serves as a blueprint for success, showcasing the power of a multi-pronged approach. By creating engaging content, crafting unique experiences, leveraging social media effectively, and utilizing data-driven insights , they’ve transcended national borders and earned the loyalty of millions worldwide. By understanding and adapting these key pillars, any brand can take a bold step towards achieving their own international marketing goals.

Red Bull’s international marketing strategy isn’t just theory—it translates to impactful campaigns that resonate across cultures . Let’s explore two successful case studies that showcase how they adapt their approach for international success:

1. Red Bull Stratos: Pushing Boundaries in the Name of Energy

Remember Felix Baumgartner’s 2012 jump from the stratosphere? Sponsored by Red Bull, this audacious feat wasn’t just a publicity stunt; it embodied their brand identity of adventure and pushing limits. The event garnered over 8 million live viewers, with YouTube views exceeding 88 million within a week ( Red Bull , 2022). This global media frenzy translated to a 20% sales increase in the US within a month , showcasing the power of a well-aligned, high-impact campaign.

Key Adaptation: While the core message of “Gives You Wings” resonated globally, Red Bull tailored its pre-jump content to different regions, relying on transcreation , localization services , and professional translation . In China, they emphasized Baumgartner’s courage and determination, values highly admired in the culture. This cultural sensitivity contributed to the campaign’s success in diverse markets.

2. Red Bull Soapbox Race: Community Spirit with a Twist

This quirky downhill racing competition, held in various countries, sees homemade, gravity-powered contraptions compete in hilarious and creative races. The free-spirited event perfectly aligns with Red Bull’s brand image and attracts young, adventurous audiences . With over 100,000 participants and 2 million spectators globally ( Red Bull , 2024), the Soapbox Race fosters community spirit and brand engagement.

Key Adaptation: Each local event features unique themes and challenges relevant to the host city’s culture or landmarks. For instance, the London race incorporates iconic red phone booths into the course design. This local touch resonates deeply with audiences and strengthens brand connection.

Lessons Learned

These case studies highlight the importance of:

• Bold Creativity:  Pushing boundaries and creating unique experiences can generate significant buzz and brand awareness.
• Cultural Sensitivity:  Adapting messaging and visuals to resonate with local audiences is crucial for international success.
• Community Engagement:  Building connections through events and shared experiences fosters brand loyalty and positive associations.

By following these principles, any brand can take inspiration from Red Bull’s international marketing strategy and create campaigns that soar across borders.

Red Bull’s international marketing strategy serves as a masterclass in navigating the complexities of global markets . By dissecting their approach, we can glean valuable insights and actionable steps for any brand seeking international success:

Key Takeaways:

• Know Your Audience:  Deeply understand your target audience’s desires, aspirations, and cultural nuances. Tailor your messaging and branding to resonate with them on a personal level.
• Embrace Bold Creativity:  Don’t shy away from unique experiences and campaigns that push boundaries and generate buzz. Remember, Red Bull’s stratosphere jump wasn’t just a stunt; it embodied their brand identity and captured global attention.
• Content is King:  Create high-quality, engaging content that aligns with your brand and resonates with your audience. Think beyond traditional advertising and explore formats like Red Bull Media House’s documentaries and films.
• Go Local, Think Global:  Maintain a consistent brand image while adapting messaging and visuals to local cultures. The Soapbox Race case study highlights how incorporating local themes and landmarks can strengthen brand connection.
• Data-Driven Decisions:  Track your campaign performance and optimize your strategies based on data and analytics. Red Bull’s success hinges on their ability to measure and refine their approach continuously.
• Build a Community:  Foster engagement and loyalty by creating experiences and events that connect with your target audience. Red Bull’s success with the Soapbox Race demonstrates the power of shared experiences.

Actionable Advice for Your Brand

• Conduct thorough market research to understand your target audience in each new market.
• Develop a global brand identity that resonates with your core values.
• Craft localized marketing materials and campaigns that are culturally sensitive.
• Invest in creating high-quality content that tells your brand story.
• Leverage social media and influencer marketing to reach your target audience directly.
• Track your campaign performance and use data to make informed decisions .
• Organize events and experiences that build brand loyalty and community spirit.

Remember, global success isn’t just about replicating Red Bull’s strategy—it’s about adapting their principles to your unique brand and target audience . By understanding the key takeaways and applying them to your own approach, you can take your brand to new heights and achieve international recognition.

Bonus Tip: Consider partnering with local agencies or influencers who have expertise in the markets you’re targeting. Their insights and connections can be invaluable in navigating cultural nuances and ensuring your campaigns resonate with the local audience.

By following these learnings and applying the actionable advice, you can take inspiration from Red Bull’s international marketing strategy and write your own success story on the global stage .

Red Bull’s international marketing strategy is more than just a textbook case study—it’s a testament to the power of a well-defined brand identity, bold creativity, and a deep understanding of target audiences across cultures . By analyzing their approach, we’ve gleaned valuable lessons that can be applied to any brand with international aspirations.

Red Bull’s success story speaks for itself. With over 12.1 billion cans sold annually across 177 countries ( Red Bull , 2024), they have redefined the energy drink market, proving that a strategic global approach can yield remarkable results . Their impact extends beyond the industry, influencing how brands approach international marketing, content creation, and experiential activations.

The key takeaway? Red Bull’s international marketing strategy isn’t a magic formula to be blindly copied. It’s a framework that can be adapted and personalized to fit your unique brand and target audience . By understanding the core principles, conducting thorough research, and tailoring your approach to each market, you can follow in Red Bull’s footsteps and achieve global recognition.

Ready to take your brand to the international stage? Start by:

• Delving deeper into Red Bull’s specific campaigns and strategies.  Their website and Red Bull Media House offer a wealth of insights.
• Exploring further resources on international marketing.  Industry publications and online courses can provide valuable guidance.
• Consulting with translation and localization professionals experienced in your target markets.  Their expertise can help you navigate cultural nuances and tailor your approach effectively.

Remember, Red Bull’s international marketing strategy is a journey, not a destination . By embracing continuous learning, cultural sensitivity, and a touch of audacity, you can craft your own global success story and leave your mark on the world stage.

Red Bull’s success hinges on several factors: understanding their target audience, crafting a bold brand identity, creating engaging content, and adapting their approach to local cultures. They also leverage data-driven decisions and build communities through events and experiences.

Deeply know your audience, embrace creativity, prioritize quality content, be globally consistent but locally relevant, use data to optimize, and foster brand communities.

Absolutely! While you can’t simply copy Red Bull, you can adapt their principles to your unique brand and target audience. Conduct market research, develop a global brand identity, localize your approach, create high-quality content, leverage social media, track performance, and build brand communities.

Explore their website and Red Bull Media House for insights. Also, consider industry publications, online courses, and consulting with experts in translation and localization well versed in your target markets.

Red Bull’s strategy is a framework, not a formula. Adapt it to your brand, conduct thorough research, and tailor your approach to each market. With continuous learning, cultural sensitivity, and a touch of audacity, you can achieve your own global success story.

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49 Case Study: Red Bull Wins the Extreme Niche

Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-coloured 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. In the year 2018, Red Bull boasted sales of $1.06 billion USD in the United States alone [1] , and has held the majority of the energy-drink market share for years, with a 35.3% market share in 2019 (Monster Energy, their closest competitor, held 25.4%). [2] From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising.

Red Bull’s Targeted Approach to Marketing

“Red Bull. It gives you wings.” Over the years, Red Bull has organized extreme sports events (like cliff diving in Hawaii and skateboarding in San Francisco), parties, and even music festivals to reinforce the brand’s extreme, on-the-edge image. In 2012, they sponsored Felix Baumgartner’s record-setting freefall from 128,000 feet:

(Note that the following video has limited narration. Access audio description using the widget below the video.)

You can view the transcript for Felix “Baumgartner’s supersonic freefall from 128k’ – Mission Highlights” . (opens in new window)

Their grass-roots approach to reaching the youth market worked: “In terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi,” said Nancy F. Koehn, author of Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell . Red Bull’s success has also gained attention (and concern) among beverage-industry giants, and some have tried to follow its lead: For a time Coke ran a stealth marketing campaign, packaging its cola in a slim can reminiscent of Red Bull and offering it to customers in trendy bars and clubs in New York City.

• “Red Bull Energy Drink Sales U.S., 2015–2018.” Statista. (September 25, 2019). https://www.statista.com/statistics/558082/us-sales-of-red-bull-energy-drinks/ . ↵
• "Energy drink market share in the US in 2019." Statista. (2019, September 25). https://www.statista.com/statistics/306864/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales/. ↵

Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The…

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• Publication Date: Jan 13, 2003
• Discipline: Marketing
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This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

Jan 13, 2003 (Revised: Apr 14, 2016)

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Beverage industry, Food industry

Darden School of Business

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The Brand Hopper

All Brand Stories At One Place

A Case Study on Red Bull: “Stratos” Campaign

A Case Study on Red Bull: “Stratos” Campaign 7 min read

In the realm of marketing and adventure, few campaigns have achieved the level of notoriety and awe-inspiring impact as the Red Bull Stratos campaign. Red Bull, renowned for its daring and groundbreaking marketing strategies, orchestrated a truly unprecedented event that not only pushed the boundaries of human achievement but also marked a significant milestone in the annals of scientific exploration. At the heart of this campaign was Austrian daredevil Felix Baumgartner , a fearless individual chosen to undertake a skydiving project that would etch his name into history.

Red Bull Stratos was not just a conventional marketing ploy; it embodied words like dangerous, groundbreaking, earth-shattering, daring, and courageous. Conceived by the energy drink company, the campaign aimed to surpass records by orchestrating the highest-altitude jump ever attempted. On October 14, 2012, Felix Baumgartner ascended 24 miles into the stratosphere above New Mexico, suspended by a helium balloon, before taking a free fall that would test the limits of human courage and scientific understanding. During this breathtaking descent, Baumgartner not only shattered records but also achieved the remarkable feat of breaking the sound barrier without the aid of any engine power.

The live broadcast of this audacious endeavor marked a pivotal moment in the history of global social media events. Red Bull, leveraging its sponsorship of the jump, strategically utilized social media platforms to showcase the magnitude of its reach. This was not just a promotional stunt; it was a calculated move to demonstrate the company’s prowess and ability to make significant strides in the exploration of Earth’s outer layers. The campaign not only served as a testament to human resilience and courage but also contributed to human, medical, and scientific interests by advancing our understanding of the outer reaches of the Earth’s atmosphere. In essence, the Red Bull Stratos campaign transcended traditional marketing boundaries, leaving an indelible mark on both the commercial and scientific landscapes.

Campaign Elements – Social Media will never be the same again

The Red Bull Stratos campaign left an indelible mark on the landscape of brand engagement and social media reach, transforming the event into more than a mere promotional stunt. At its core, Stratos served as a unique community within the larger Red Bull brand , uniting individuals worldwide in their shared passion for witnessing daring feats and memorable moments that defy the ordinary.

YouTube emerged as the primary battleground for the campaign’s social media conquest. The live stream of the event shattered records, with a staggering peak of over 8 million concurrent viewers , surpassing the previous benchmark set during the 2012 Summer Olympics. Red Bull’s adept use of YouTube extended beyond the Stratos event, with the brand consistently posting adrenaline-fueled content, from dirt bike stunts to snowmobile tricks and the iconic Harlem Shake skydiving edition. This strategy catered to their niche yet diverse audience, predominantly comprised of high-energy young adults and teens with a penchant for motor sports, winter sports, skateboarding, and biking—an alignment that resonates with Red Bull’s overall brand identity.

Facebook and Twitter played pivotal roles in amplifying the Stratos narrative , each platform having its dedicated Stratos accounts. These platforms maintained a consistent target audience aligned with the broader Red Bull brand, primarily catering to males aged 18 to 34. The separation of Stratos accounts from the general Red Bull brand was strategically crucial, highlighting the campaign’s distinct mission: “Red Bull Stratos will attempt to make history and deliver valuable learnings for medical and scientific advancement that will aid the exploration of space in future years,” as articulated on its Facebook page. On Twitter, the slogan “Mission To The Edge of Space” underscored the campaign’s unique objective compared to Red Bull’s conventional “Gives You Wings” commercials.

The content shared on these platforms transcended the event itself, offering glimpses into the behind-the-scenes intricacies, interviews with Felix Baumgartner, and snapshots from Stratos museum exhibits. This multifaceted approach not only sustained engagement but also showcased the campaign’s commitment to transparency and its broader impact on medical and scientific advancement, cementing Red Bull Stratos as more than a marketing triumph—it was a cultural phenomenon that resonated across platforms, fostering a sense of community and anticipation for the next daring leap into the unknown.

Results of the campaign 

The Red Bull Stratos campaign stands as a testament to the power of strategic social media engagement, with success concentrated in a condensed timeframe that encapsulated the days leading up to the jump, the jump itself, and the aftermath.

YouTube served as a significant battleground for Red Bull’s social media triumph. The campaign triggered a substantial surge in subscribers, with an average daily growth of 2,142 subscribers, as reported by Socialbakers. Notably, the day of the jump witnessed the most significant spike, attracting a staggering 87,801 new subscribers. This surge catapulted Red Bull’s YouTube channel to a total subscriber count of 10.5 million, showcasing the campaign’s profound impact on expanding the brand’s online community.

On Facebook, Red Bull Stratos’ dedicated page experienced remarkable interactions on October 14, recording over 900,000 interactions and 83,000 shares . A standout post, illustrated in Figure 4, garnered nearly 460,000 likes, 18,000 comments, and 44,000 shares, solidifying its position as the most interacted-with post. Socialbakers’ analysis of reach and engagement suggested that this post could have reached tens of millions of people worldwide, underlining the campaign’s global resonance.

The Twitter front echoed the success seen on other platforms, with over 20,000 mentions in a two-day period . Crucially, the official Red Bull Twitter account did not experience a parallel surge, highlighting the distinctive impact of the Stratos account and its 127,000 followers specifically dedicated to the campaign.

The key to social media engagement lay in the campaign’s narrative specifics. Posts concerning the jump’s particulars, including delays, Felix Baumgartner’s preparation, and his safe landing, drew the highest levels of engagement across platforms. This nuanced approach to content creation not only capitalized on the audience’s anticipation but also cemented the Stratos campaign as a captivating success in the digital realm. In essence, Red Bull Stratos not only broke records in the stratosphere but also soared to new heights in the digital sphere, leaving an enduring mark on the brand’s online presence.

Concluding..

In the annals of marketing triumphs, the Red Bull Stratos campaign stands tall as a resounding success, achieving its scientific, marketing, and social media objectives with unparalleled flair. This endeavor, designed to break barriers and redefine the brand’s identity, emerged as a testament to Red Bull’s prowess beyond merely selling energy drinks.

The campaign not only shattered the sound barrier but also left a mark on social media records. With over 8 million simultaneous viewers and millions more engaging across various platforms, Red Bull Stratos set new standards in the digital realm. The event garnered coverage from 40 TV network stations and 130 digital outlets , while a single Facebook post reached over 2 million people within 40 minutes of Felix Baumgartner’s ground landing . Online conversations worldwide were dominated by Baumgartner, Red Bull, and the Stratos Mission, capturing 54% on Twitter, 26% on Facebook, 6% on blog sites, and 14% on other video platforms.

This triumphant campaign offers valuable lessons for future marketers and those embarking on social media endeavors. Firstly, the power of awe-inspiring and daring content cannot be understated. Red Bull’s ability to create and showcase something extraordinary captivated audiences globally. Moreover, the campaign demonstrated the importance of thinking outside the conventional marketing box, aligning brand values meticulously, and going beyond traditional advertising norms.

Harnessing the potential of social media was a pivotal strategy. Red Bull understood that in the age of interconnectedness, people yearn to be part of something significant. By leveraging popular hashtags like #livejump and #stratos, the brand ensured prolonged engagement, turning a one-time event into a lasting conversation. The campaign’s success also underscores the importance of proactively driving engagement, not merely waiting for it to happen organically. Red Bull took charge of the narrative, providing a platform for the public to discuss and share their experiences.

At the heart of it all was the content. Red Bull Stratos demonstrated the essence of effective social media campaigns — diverse, shareable, and creatively presented content. This campaign didn’t just reach for the stars; it went to the moon and back, leaving an enduring legacy that future marketers can draw inspiration from. In the intersection of daring feats, scientific breakthroughs, and digital dominance, Red Bull Stratos emerged not just as a campaign but as a cultural phenomenon, transcending expectations and setting a new benchmark for excellence in marketing and engagement.

Also Read: A Case Study on Budweiser: “Wassup?” Brand Campaign

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Publication date: 20 January 2017

Teaching notes

This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

Johnson, R.R. , Mitchell, J. , Farris, P.W. and Shames, E. (2017), "Red Bull (Abridged)", . https://doi.org/10.1108/case.darden.2016.000256

University of Virginia Darden School Foundation

Copyright © 2013 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

You do not currently have access to these teaching notes. Teaching notes are available for teaching faculty at subscribing institutions. Teaching notes accompany case studies with suggested learning objectives, classroom methods and potential assignment questions. They support dynamic classroom discussion to help develop student's analytical skills.

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Red Bull Marketing Strategy: Sampling & Extreme Sports

Whenever you think about Red Bull, what are the first few words that come to mind? Possibly Adventure or Extreme Sports and iconic Blue Silver cans. Red Bull’s success in sports sponsorship, marketing, and branded content is enviable. There are very few examples of brands owning such strong associations as Red Bull does with Adventure Sports and talk about its super-successful sampling strategy.

In fact, until a little while ago, I assumed that this was Red Bull’s biggest marketing strategy for guiding trial and adoption. 

I was wrong! 

Although Red Bull relies heavily on sponsorship deals and content for marketing, the brand’s starting point was different and rather simple. 

Red Bull Brand Story

Krating Daeng , an energy-boosting beverage was first introduced in Thailand in 1976 by Chaleo Yoovidhya, a Thai businessman and investor.  The drink was most popular among blue-collar workers such as Thai truck drivers and laborers.

The magic happened when Dietrich Mateschitz, an Austrian businessman traveled to Thailand and met Chaleo . Dietrich happened to note that having the Thai Krating Daeng drink helped cure his jet lag. A validated business idea struck him and he joined hands with Chaleo to create Red Bull GmbH.   Red Bull first launched in Austria in 1987.

Read:   How “Red Bull” got its name? What are its ingredients?

The sampling strategy of red bull.

Red Bull created a market that did not exist. How did it do that? Ever heard of ‘Go Where The Audience Is’ strategy? 

Red Bull literally went to places where its audience was with Free Samples. That’s correct. At the core of Red Bull’s success is its sampling strategy. 

The brand primarily targeted young male members in the age group of 18 to 35. To place the product amongst this audience set, Red Bull went to college parties, coffee shops, bars, pubs, libraries, and other popular hangout spots with free samples as part of its sampling strategy.

The audience who received free samples not only enjoyed a drink (or two) but also spread the word, free of cost. As the brand became part of daily dialogues, the product category and the brand became popular.

It then started commanding a premium. It is because of its initial sampling strategy and “ go where the audience is mindset ” that Red Bull never had to push its product. The product enjoyed a large scale organic fan following. 

Red Bull that sells in iconic blue-silver tall cans was originally available in a single nondescript flavor and regular or sugar-free formulas. A line of “color editions” with flavorings was added to the line beginning in 2013. 

As per companieshistory , in 1992, the product expanded to international markets: Hungary and Slovenia. It entered the United States via California in 1997 and the Middle East in 2000. Today, Red Bull sells in 20+ variants and in 167+ countries.

Marketing & Promotion Tactics of Red Bull

Well, we understand how the brand first got into people’s hands. But, how has the brand been able to command the connection with young audiences even today is an intriguing question.  

This is where the brand’s unique marketing and promotion tactics come into play. 

Red Bull, the brand that launched the iconic (and controversial) slogan “Red Bull Gives You Wings” uses a ton of exceptionally well crafted sports-based marketing and promotions. Its sponsorship and sports promotion strategy dates back to 1989. 

Take a history tour with me of Red Bull’s association with adventure and extreme sports!

In 1989, the brand signed a one-year shirt sponsorship deal with an Austrian football team.

Red Bull captured people’s imagination in the first-ever Flugtag event in 1992. The event saw competitors flying home-made, human-powered flying machines. Get a flavour of flugtag from this video – Best Crashes from Red Bull Flugtag – Hong Kong 2014 . 

By 1994, Red Bull took its sponsorship programme globa. It signed its 1st global sports stars, Naish and Dunkerbeck , the two international windsurfers.

In 1998, Red Bull founded its first ever Music Academy where it offered lectures and workshops for aspiring music makers. In 2000, the first Red Bull sponsored Soapbox race was held. Relive some funniest Soapbox moments here.

The year 2001 was big for the brand. In this year, the 1st  Red Bull Rampage and the 1st Red Bull X-fighters event was held. 

Furthermore, the very 1st F1 Red Bull Junior team was also launched in 2001. Since its launch in 2001, the Red Bull Junior Team have become the most successful programme focussed on developing the best young driving talent in the whole of motorsports. By 2003, Red Bull took to air racing and paragliding and by 2005, Red Bull F1 Racing team was founded. 

2010 was just the first season of an incredible four-year spell. Sebastian Vettel and Red Bull Racing swept the board with four consecutive Drivers’ and Constructors’ titles from 2010–2013.

In Red Bull’s history, one of the most notable cases of extreme sports is the Red Bull Stratos project from 2012. Here, Austrian skydiver, Felix Baumgartner did a freefall 128 kilometres from the edge of space. Get ready for some adrenaline rush with this video . 

Read: Movie making is more about strategy than creativity. How?

Content marketing strategy of red bull for the targeted audience.

Over years, Red Bull secured a unique and differentiated brand identity as an enabler of adventure and sports events, sponsoring and being involved with over 500 extreme adventure sports. Its strategy folded into helm sports enthusiasts from all over the world.

The brand strengthened its content strategy with the launch of Red Bull Media House that focuses on sports, culture, and lifestyle content and distributes it either directly to consumers or through partnerships. 

What worked for the brand? A combination of marketing and promotion techniques. First, the brand endorsed extreme sports and indirectly promoted the brand. Second, it published great sports content across channels. Third, it hosted mind-blowing publicity stunts. All of this contributed to the market dominance that the brand enjoys today. 

But then we know where did it all start, right? At places where its audience was – college parties, coffee shops, bars, pubs, libraries. Where every free bottle of the drink multiplied its reach, sales, and advocacy.

Interested in reading more  Marketing Strategy Stories ? Check out our collection.

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A Deep Dive into Red Bull Marketing Strategy and How it Dominates the Energy Drink Industry

Learn how the red bull marketing strategy helps the brand in selling billions of drinks annually and dominate the energy drink industry.

• overview#goto" data-overview-topic-param="title">Redbull Marketing Strategy
• overview#goto" data-overview-topic-param="how">How does Redbull do it?
• overview#goto" data-overview-topic-param="what">What’s it worth?
• overview#goto" data-overview-topic-param="lesson">Lessons from redbull

People think of extreme sports when they hear of Red Bull, a multinational energy drink company. This idea also flows seamlessly with its famous tagline, "Red Bull gives you wings."

Although you won’t actually fly after sipping Red Bull, the brand positions its products to help consumers push beyond their limits. And Red Bull itself goes above and beyond in its business processes, especially marketing. The Red Bull marketing strategy incorporates extreme sports sponsorship, advertising, Guerrilla marketing, and more.

We have witnessed the result of this power-packed strategy as the company has the largest market share in the energy drink industry. Additionally, the company secured over $1.5 billion in sales revenue in the US alone.

Want to know how Red Bull Marketing Strategy contributed to this sales success? Tag along to find out!

An Intro to Red Bull Marketing Strategy

Red Bull, the brainchild of Dietrich Mateschitz, came to life in 1987. This invention created a whole new product category–energy drinks. This fell in line with the brand's first product launch in Austria.

Since then the energy drink powerhouse has promoted several events and commercials, which have been received with ground-breaking publicity. This has brought in millions of loyal fans. And the world continues to get more awe-inspiring moments via the Red Bull marketing strategy.

Now, anyone with an internet connection can catch the next Red Bull-sponsored event virtually. However, it wasn’t so easy in its early days. There was no social media, engaging customers was definitely a challenge

Despite these obstacles, Red Bull powered through and deployed traditional marketing methods. For instance, the company had its first cartoon commercial in 1992. Red Bull has since gone past this, expanding brand awareness via a full-fledged marketing strategy.

Red Bull Marketing: Going the Unconventional Route

"Red Bull gives you wings," the company’s brand message is at the core of its marketing strategy. This propagates a high-energy philosophy. The caffeine powerhouse delivers this via extreme sports sponsorship, influencer marketing, and publicity from the press. But first, it needs a target audience.

Red Bull focuses on adrenaline enthusiasts – particularly college students and bee-busy employees. The age range for this focused demographic is 18-34 years. However, all in all, Red Bull's primary target audience are consumers with a large appetite for high-risk events.

Building Brand Awareness in the Target Market.

Brand awareness refers to the degree of familiarity a brand's target audience has with its product, name, or service. Red Bull propagates brand awareness via:

Event sponsorship

Red Bull reaches its target audience at strategic locations and avenues. This includes film events, music festivals, and sport meets. For instance, it is famous for driving publicity in extreme sports like Formula One and cliff diving.

Many young people enjoy these action sports; serving as an opportunity for Red Bull to promote its products. For example, during the Red Bull Air Race in Detroit, the caffeine powerhouse flooded the event with its logo. Models also handed out its energy drinks to fans, to refuel for the intense flight action.

Red Bull has sponsored over 500 high-risk sports, enshrining it as a world-class brand in the extreme sports niche. Additionally, Red Bull also has its own sports teams in football, auto racing, ice hockey, and several other sports.

A Unique Company Project.

Brands often utilize marketing solely as a tool for boosting product sales. However, Red Bull deploys marketing to set records in other avenues apart from sales. A notable example would be its 'Red Bull Startos' mission.

Felix Baumgartner, a famous skydiver, was thrust to the edge of space, to prepare for a jump- from a height of 38,600 km. Felix had the world glued on him as millions watched the event live on YouTube.

Although deemed impossible, the successful space jump landed three official world records- proving that a human in free fall can beat the speed of sound.

Furthermore, the daredevil stunt required advanced tech equipment, contributing to innovations in future aerospace programs. The project cost $30 million. However, this huge investment paid off, as it pushed in over $500 million in product sales for the energy drink giant.

Consistent Branding.

A key feature in the Red Bull marketing strategy is its consistent and powerful branding. Since 1997, the company has maintained its famous household slogan, "Red Bull gives you wings."

Although it faced a $13 million lawsuit as a consequence, Red Bull still stuck true to its unique tagline. The company logo consists of two red bulls ready to lock horns and a yellow sun in the background. This embodies their brand identity- presenting power, fearlessness, and perseverance.

Another contributing factor to Red Bull’s consistent brand success is its viral and highly shareable content. It focuses heavily on video and blog content displayed on its website homepage. This engaging content keeps the audience in the loop of its recent activities.

Marketing Mix

Red Bull marketing strategy contains the marketing mix (product, pricing, place, and promotion). This helps the energy drink giant gain a competitive advantage in the market while improving brand growth.

Here’s a breakdown of the marketing mix:

Red Bull energy drinks mix a fine blend of ingredients to revitalize the body and mind. For instance, its primary energy drink product contains caffeine, taurine, vitamins, sugar, and water. The company also rolls out edition flavors and sugar-free drinks.

Consumers can soothe their taste with watermelon, dragon fruit, coconut, and blueberry flavors. Additionally, it also has drink that contains zero sugar. This is suitable for customers that are dieting or who don’t have a sweet tooth but want to keep an athletic performance.

Another unique feature of the Red Bull product message is its sustainability mantra. The brand dedicates a special edition to promote awareness about maintaining a sustainable environment.

Red Bull marketing strategy also factors in premium pricing for its products. It charges extra compared to the price of competitors like Rockstar and Monster. This premium approach originates from its dominant position in the energy drink market. And its ability to consistently serve high-quality products.

Red Bull’s premium pricing pours in financial benefits for the company- as it can secure a higher profit margin on product sales. It improves brand perception, as customers begin classifying Red Bull energy drinks as prestigious products.

Red Bull marketing strategy also taps into pricing to gain a competitive advantage. This naturally occurs as consumers evaluate product quality based on price, and tend to pay more for high-value products.

This marketing mix is effective for helping brands bring their merchandise to consumers. It utilizes distribution and location to ensure products are available where and when needed.

The brand utilizes the intensive place strategy, making its energy drinks within an arms reach in many locations. An effective location strategy helps Red Bull reach existing and potential customers via diverse distribution channels.

Red Bull stampedes the location of its target audience, such as restaurants, supermarkets, and nightclubs. This allows consumers to refuel their energy with a powered-packed can of caffeine. The energy drink giant has its products available in over 171 countries worldwide.

Red Bull advertising and promotional efforts focus on extreme sports sponsorship. This includes skating, windsurfing, Formula one, and mountain biking. The company invests heavily in these activities to elevate brand awareness.

For instance, the aforementioned mission 'Red Bull Stratos'. The company poured in $30 million into this successful project and landed $500 million in sales.

Furthermore, the energy drink giant keeps fans in touch with its trendy activities via Red Bull TV app. You can now enjoy Red Bull live events, shows, and films on the go. The app is readily available on different devices, including smartphones and laptops.

Partnerships are also relevant ingredients of Red Bull marketing strategy. In 2016, it partnered with GoPro, a tech company. This was to put fans on the field of action as they could now experience live events delivered by point-of-viewing imaging technology.

Two Impactful Customer-Centric Marketing Approach

Red Bull marketing utilizes content and Guerilla marketing in addition to its marketing mix and brand-building approach. Here’s how the caffeine powerhouse applies these strategies:

Content marketing

Red Bull consistently serves content that powers engagement with its target audience. The company engages with its social media followers on a personal level. For instance, it hosted a Q&A session with Felix Baumgartner.

This allowed people to connect with the Austrian daredevil on a personal level. Red Bull also shares memes and teasers that young internet users can relate to easily.

YouTube is another valuable content delivery channel for Red Bull. It has about 6,000 videos on the platform, with its space jump video receiving over two million likes and 120 million views.

Red Bull is a multinational brand serving content that resonates with people from different demographics. It does this effectively by promoting music festivals in different regions.

Guerilla marketing

Red Bull marketing strategy centers around its target audience. The brand takes its customer-centric approach further via the student ambassadorship program.

This provides students the opportunity to market Red Bull energy drinks. They would represent the brand during events like college sporting events and collaborate with the sales team.

The iconic 'mini' - the Red Bull advertisement car, is available to student ambassadors. This is another significant brand promotion vehicle as ambassadors use it to travel within and outside campus.

Red Bull Marketing Strategy: Success By the Numbers

In 2021, the energy drink industry had a global market size of approximately $86.35 billion. Considering the US energy drink sector, this figure lands at $28.25 billion. This is more than 25 percent of the global market

Red Bull stands as the world's leading energy drink brand. It holds about 23 percent market share for its primary product alone. Here’s a highlight of the top five energy drink companies by market share:

• Red Bull (23.3 percent)
• Monster Energy (23.2 percent)
• Bang Energy (8.6 percent)
• Red Bull Sugar-Free (6.3 percent)
• Red Bull Summer Edition (4.3 percent)

Although Red Bull dominates the caffeine industry, Monster Energy is a fierce competitor. In 2021, it only took the lead by 0.01 percent. There are also other brands like Bang Energy, gaining ground in the industry.

But Red Bull marketing strategy has powered it to the top of the list, and the brand doesn’t seem to hit the brakes anytime soon.

Mini Take-away from Red Bull Marketing Strategy

A crucial question that keeps many startup founders or entrepreneurs thinking is "how do I sell my products?" When you consider the over 800 unicorn startups –sales and marketing become top business priorities.

Afterall, they often go all the way to buildd fantastic products and communities. Understanding how to implement a result-driven marketing strategy can significantly improve product sales.

Here are five valuable lessons from Red Bull marketing strategy for your startup/business growth:

Impactful marketing delivers "help" while "selling."

Red Bull positions its product to empower consumers to push beyond their limits. To naturally improve sales, buildd products or services that are solutions to a consumer pain point.

Buildd a distribution engine.

Having a great solution that is not readily accessible can impact sales. Fix this with a well-structured channel for delivering their solutions to customers.

Deploy marketing before launching products.

This helps buildd awareness and raises anticipation about your product-in-development. Also, you would generate leads that can convert to paying customers.

Communities drive a successful product launch.

Building a flourishing community is a valuable avenue to promote your products. Members can relate to your brand and would actively advocate for new products you roll out.

Buildd human connections on social media.

People want to engage with humans, not ads. Create avenues like Q&A sessions where your audience can interact with you directly. This way, you can better understand their needs and align your products to meet them.

Customers do powerful marketing.

Having customers promote your brand naturally fetches your business more leads. They deploy word-of-mouth marketing, which naturally drives product awareness, saving you marketing or advertising costs.

Red Bull marketing strategy undoubtedly delivers impressive results. You should consider incorporating it into your business and other marketing tools like SEO. Begin with the simplest introduction to SEO on the internet.

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Module 3: Segmentation and Targeting

Case study: red bull wins the “extreme” niche.

Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can (shown at the right). The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70 percent of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising.

Red Bull’s Targeted Approach to Marketing

Red Bull used Collegiate Brand Managers to promote the drink via free samples handed out at student parties. The company also organized extreme sports events—like cliff diving in Hawaii and skateboarding in San Francisco—to reinforce the brand’s extreme, on-the-edge image. Their grass-roots approach to reaching the youth market worked: “In terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi,” said Nancy F. Koehn, author of Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell . Red Bull’s success has also gained attention (and concern) among beverage-industry giants, and some have tried to follow its lead: For a time Coke ran a stealth marketing campaign, packaging its cola in a slim can reminiscent of Red Bull and offering it to customers in trendy bars and clubs in New York City.

• Revision and adaptation. Provided by : Lumen Learning. License : CC BY-SA: Attribution-ShareAlike
• Marketing 2014. Provided by : Boundless. Located at : https://www.boundless.com/marketing/textbooks/alternative-to-marketing-2014-17th-william-m-pride-ferrell-1133939252-9781133939252/consumer-marketing-segmentation-targeting-and-positioning-6/market-segmentation-targeting-and-positioning-47/measuring-a-successful-segmentation-220-7588/ . License : CC BY-SA: Attribution-ShareAlike
• Red Bull Gives you Strobes. Authored by : Aurimas. Located at : https://www.flickr.com/photos/needoptic/3828156829/ . License : CC BY-ND: Attribution-NoDerivatives

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Red Bull Case Study Analysis

In this case study, Red Bull’s social media and mobile marketing strategies are highlighted and summarized using a couple examples of recent, successful implementation. The case study also highlights how Red Bull has diversified itself and has become a prominent force in the digital media empire. This case study analysis aims to:  Analyze Red Bull’s social media and mobile market strategy  Highlight and examine tactics and strategies employed  Suggest alternative solutions  Recommend a course of action for the future

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Red bull Energy drink was developed by Dietrick Mateschitz. When he went to Asia for business trip, he tried some syrups that people would put in their drinks to give them energy. He worked up and the drink was called Krateng Dang, which originally was sold in Asia. He then modified the drink and in partnership with Chaleo Yoovidhya, founded Red Bull Gmbh in Chakkapong. Red Bull was launched in Austria in 1987 . In partnership with Yoovidya, it became a global brand, with both of them investing around $500,000 of savings and taking a stake in the new company. Both of them held 49% share of the company. Every company has its ups and downs and one of the down point for Red Bull was it did not contain enough syrup and was not carbonated. Reb Bull saw this as a downfall of its sales. Red Bull took out the syrup and made it more carbonated (Hoover’s Inc., 2011) It is very important to understand the energy drink industry before understanding where Red bull stands in this particular industry. Red Bull is world wide energy drink beverage that contains caffeine along with other presumed energy enhancing ingredients like taurine, herbal extracts and B vitamins , besides calories (Heckman, Sherry & De Mejia, 2010). The Energy drinks is also known as “function” category of drinks that includes, but not limited to , sports and work out supplement drinks (Heckman, Sherry & De Mejia, 2010). Since Red Bull has been growing tremendously, it is currently experiencing a high brand and Reb Bull Takes about 70 percent of the energy drink market (Gorse, Chadwick & Burton, 2010). The main aim of Red Bull is to never give up, because in their past it is shown how they keep on doing more and different ways to reach out to its target audience and promote their brand. Rebull just does not give up whether buying a sports team or creating a magazine or sponsoring an event (Gorse, Chadwick & Burton , 2010). Red Bull has been involved with many communities as well. They host many sports events for them to market the product and hence they are now one of the biggest sponsor of sports. Now they have involved themselves within the existing night clubs The key people of Redbull are Dietrick Mateschitz- who is the founder, Nigel Trood- The director in England, John Probst who works with Red Bull racing, Ellen Applen – director of communication Elton Sawyer- director of competition, Patrice Radden who is the director of corporate communication and Walter Bachingerthe- head of controlling and accounting Red bull has been innovative in few ways. Though red Bull was one of the first to break into the energy drink industry, there has been a little innovation from the company in course of time. Red bull has sugar free drink, Cola drink and energy shot, but these have not been very impressive in term of sale in course of time. However Red Bull has innovative in advertising strategies Though Red Bull has been offering these drinks along with standard energy drink ,it is very important to keep in mind that that the primary energy drink of the company is the most important drink because this product serves the need of the largest population and it is what took the sales of the company from minor to major (Gorse, Chadwick and Burton, 2010). According to the article in Nutrition Journal, Red Bull is current leader in the energy drink market (malinauskas, Aeby, Overton, Carpentor- Aeby, & Barber Heidal, 2007) . It has been seen that energy drinks hold 62 percent of the market share, out of which 42% of share is held by Redbull ((Heckman, Sherry & De Mejia, 2010). Therefore Red Bull being a private and single company dominates more than half of the functional drink market , proving they are of the market leader. Red Bull was one of the first company to distribute energy drinks, which makes them very popular , hence they are the best.

NDARU MUKTI LESTARI

In the era of globalisation, there has been growing interconnection between nations, corporations, and people in many aspect of life. It fosters competition and demanding hard work. In order to survive, an organisation must find an effective way to face challanges and take opportunities. Brand and image became a very important aspect to gain costomer’s support. That is why almost every large organisation have public relation division, or hire a public relation company to help them build their reputation and image in public. A positive perception towards an organisation, either it is private or public, will give advantages and help them to achieve their goal in a better way. They design strategies, tactics, and campaign in order to deliver their message to the right audience. This essay will discuss how an Austrian company (Red Bull) improves their sales through an innovative campaign in US.

John Mazzoni

Humanists thinking remains haunted by an anxious desire for pilgrimage across the ends of the human in the hopes of retrieving the spoils of the civilizing rupture from the nonhuman other. Thinking narratively, Animal Studies can be said to inhabit the space between the call that announces language and the silence of the nonhuman world that follows. Anxieties about this positioning lie at the heart of those relations that Derrida brings to our attention in The Animal That Therefore I Am, a text which closely follows Nietzsche in his rendering of the origins of language in On Truth and Lie in an Extra-Moral Sense as derivative from a negative space that reproduces itself in the form of a word. An exploration of the conditions and sequencing of this call and response has significant repercussions for, at least, Western constructions of the human/nonhuman divide because it suggests that the trouble with humanism is that it may seek to overcome a false-origin at the bottom of an abyss of its own creation. Through a close reading of both texts, I attempt to guide a thinking about the relation between language and memory that I hope will show that one cannot rely on origin stories to locate the difference at the species barrier because language prevents those origins’ relations from ever being firmly established. This paper maintains that if the origins of language can be said to exist outside the human, then nonhuman silence can no longer be regarded as its constitutive exclusion.

DIVERSITY, EQUITY AND INCLUSION CREATING VALUE-BASED SUSTAINABLE ORGANIZATIONS

Timor Shah Bushar

Abstract Civil society is a bridge between the government and the nation that seeks social, cultural, and good governance development, whose activities are focused on issues such as human rights, diversity, equality, and justice. In other words, civil society is a utopia whose activists want to form a society in which there is no racial, linguistic, gender, or religious discrimination. Members of society should be granted their fundamental human rights in accordance with the widely recognized legal framework of the contemporary world. This paper, based on a descriptive and analytic approach attempts to answer two main questions. (i) How and on what basis did civic organizations emerge in a fragmented and diverse society like Afghanistan? (ii) How have Afghanistan's civic organizations functioned in the post-conflict era? The main hypothesis of the paper is that the civic organizations in Afghanistan resemble a coin with two distinct faces. The first is its outward face, which demonstrates the existence of civil society in Afghanistan and the second is its inward face, which highlights the significant role that linguistic, gender, and ethnic divisions played in the formation of civil society and the significant impact that these factors have had on the performance of civil institutions. Keywords: Diversity, Equity, Inclusion, Post Conflict Society, Afghanistan

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Energizing the Brand: Red Bull’s Marketing Journey From 1987 to 2023

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This research paper provides an in-depth examination of Red Bull's pioneering marketing strategies that have cemented its status in the energy drink industry. Renowned for its ties to adrenaline-fueled sports and a distinctive brand image, Red Bull's rise in the beverage industry has been supported by its creative marketing mix that extends beyond the traditional Four P’s framework (Product, Price, Place and Promotion). The company's marketing approach focuses on captivating content and experiential customer engagement, complemented by its adoption of unconventional guerrilla marketing techniques. This study examines key consumer behavior elements to understand the brand's successful audience engagement. Meanwhile, the paper also discusses challenges and criticisms that Red Bull has confronted and addresses those issues by proposing consumer education initiatives to reshape public perception, emphasizing the need to adapt to emerging trends in sustainability and enhanced ethically conscious strategies for target audiences. The sources attributed in this paper include interviews with Red Bull executives, consumer surveys, and a review of academic and industry literature, providing a holistic view of the brand’s dynamic marketing evolution.

References or Bibliography

A Deep Dive into Red Bull Marketing Strategy and How it Dominates the Energy Drink Industry. (n.d.). Buildd.co Website. https://buildd.co/marketing/redbull-marketing-strategy

Boyd, M., Han A., Coelho, C., Posso F. D., & DeVos, P. (n.d.). Red Bull Marketing Research Project. The University of North Carolina at Chapel Hill. http://millergboyd.com/wp-content/uploads/2020/11/Red-Bull-Marketing-Research-Project_Offical-Copy.pdf

Brown, K. (2013), Selling Energy: An Analysis of Red Bull’s Marketing Strategy. Bachelor of Commerce Best Business Research Paper, Volume 7, University of Victoria pp 4-12. https://www.uvic.ca/gustavson/assets/docs/Research/student-research-engagement/COM-470-Best-Business-Research-Papers-Vol7.pdf#page=4

Energy Drink Trends: What To Expect in 2023. (2023).Glanbia Nutritionals Website. https://www.glanbianutritionals.com/en/nutri-knowledge-center/insights/energy-drink-trends-what-expect

Feber D., Granskog A., Lingqvist O., Nordigarden D. (2022). Sustainability in Packaging: Inside Minds of US Consumers. McKinsey & Company. https://www.mckinsey.com/industries/packaging-and-paper/our-insights/sustainability-in-packaging-inside-the-minds-of-us-consumers#/

Fox, Meimei (2022). 6 Brands Dominating The Explosive Functional Beverages Market. Forbes. https://www.forbes.com/sites/meimeifox/2022/03/26/6-brands-dominating-the-explosive-functional-beverages-market/?sh=64924f5451cf

Gierlach, A. C. (2022). Energy drinks in Germany – a study about consumers, perceptions, drivers and barriers of consumption. Universidade Católica Portuguesa. Microsoft Word - AlannahGierlachDissertation.docx (ucp.pt)

Gough C. (2023). The Buzz on Energy Drinks and Their Growing Sway with Kids. Your Teen For Parents Website. https://yourteenmag.com/health/energy-drinks-and-teens

How the Red Bull Media House Takes Extraordinary Stories Global. 2018. FIPP Website

https://www.fipp.com/news/how-red-bull-media-house-takes-extraordinary-stories-global/#

Kantoglu D. (2019). Red Bull Gives You Wings: Red Bull Winning Marketing Strategies. LinkedIn. https://www.linkedin.com/pulse/red-bull-gives-you-wings-bulls-winning-marketing-dogukan-kantoglu/

Market Share of the Leading Energy Drink Brands in the United States in 2023. (2023). Statista Website. https://www.statista.com/statistics/306864/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales/#statisticContainer

Moore K. (2022). Red Bull’s Approach to Marketing, Then and Now. BANKNOTES. https://hashtagpaid.com/banknotes/red-bulls-approach-to-marketing-then-and-now

Nystrom & Karin. (2022). The Importance of Customer-Based Brand Equity and Brand Loyalty in Building Strong Brands: How Red Bull Utilized Brand Extension into the Sports Industry in Their Brand Building. Aalto University Learning Center. https://aaltodoc.aalto.fi/handle/123456789/114221

Red Bull’s Target Audience: Unveiling the Key Demographic. (2023). Opener.co Website. https://openr.co/red-bulls-target-audience-unveiling-the-key-demographic/

Red Bull SWOT Analysis.(n.d.). The Strategy Story Website. https://thestrategystory.com/blog/red-bull-swot-analysis/

Tas G. (2023). Red Bull Marketing Strategy: How They Make the Difference? Digital Agency Network. https://digitalagencynetwork.com/red-bull-marketing-strategy-how-they-make-the-difference/

Urrutia, K. (2023). Energizing Success through Innovation and Lifestyle Branding. Voymedia Website. https://voymedia.com/red-bull-marketing-strategy/

Vogel,C., Shaw, S., Strömmer S., Crozier, S., Jenner S., Cooper,C., … Barker, M. (2022). Inequalities in energy drink consumption among UK adolescents: a mixed-methods study. Public Health Nutrition: 26(3), 575–585. DOI:10.1017/S1368980022002592

Weiss, J. (2018) How Red Bull Became One of the Most Respected Brands in Music. Forbes. https://www.forbes.com/sites/passionoftheweiss/2018/06/27/red-bull-music/?sh=39b5a25d4439

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Find out how embedding Customer Data Science in assortment decisions let to 54% cross-shopping growth.

to 31.9% growth in the Energy Drinks category across three test regions

to 54% growth in customer cross-shopping

Back in 1987, Red Bull not only launched a completely innovative product, it created a whole new product category – Energy Drinks. Since then, Red Bull’s approach to deliver the best product on the market is to put the customer at the heart of every decision, but to do so, a thorough understanding of the customer was needed.

By working closely with Checkers (one of Shoprite’s upmarket store chains in South Africa), Red Bull initiated a collaborative journey to increase its involvement in assortment decision-making , embedding dunnhumby’s customer data science and insight , to drive category growth.

dunnhumby’s customer knowledge capabilities, science and tools, empowered Red Bull to become a partner to the retailer and make customer-centric assortment decisions. This data-driven approach also helped to increase the retailer’s commitment, who agreed to test the recommendations in several stores.

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Energy drinks, understanding customers, category leadership.

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Red Bull: The anti-brand brand

By nader tavassoli , nirmalya kumar , sophie linguri.

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing tactics, decentralised distribution and sponsorship of extreme sports and pop culture events, Red Bull had managed to build a certain mystique, which was central to building its appeal among its targeted customers, 18-35-year-olds.

The category of energy drinks was maturing in some markets and there was an onslaught of competitor brands; some promoted by beverage industry giants such as Coca-Cola and Pepsi, and others private labels launched by mass retailers such as Asda (part of Wal-Mart). Red Bull had to make the strategic decision whether to actively target the mainstream and decide to what degree its growth could be supported by a narrow product line. Its choice of strategic options needs to consider its resources and capabilities and will potentially result in a fundamentally different marketing mix. Red Bull also had to consider the impact of its choices on its anti-brand mystique.

Learning objectives

• The case is appropriate for undergraduate, MBA and executive-level courses on marketing, and for courses on advertising and marketing communications, brand management, and strategy.
• The case explores buzz marketing and other non-traditional marketing techniques, as well as some of the challenges associated with brand extensions, such as preserving brand integrity and managing product/brand lifecycle.
• The case can be used to focus on (1) brand essence and segmentation/targeting; (2) non-traditional communications; (3) integrated marketing communications; and (4) product/brand lifecycle.

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Kelly Rowland Says ‘I Stood My Ground’ in Clash With Cannes Red Carpet Usher: Other Women ‘Who Didn’t Quite Look Like Me Didn’t Get Scolded or Pushed Off’

By Zack Sharf

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• Viggo Mortensen Asked Peter Jackson if He Could Use Aragorn’s Sword in a New Movie, Says He’d Star in New ‘Lord of the Rings’ Movie Only ‘If I Was Right for the Character’ 1 day ago
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Kelly Rowland is speaking out about being “scolded” by an usher on the Cannes Film Festival red carpet. The “Destiny’s Child” alum made headlines out of Cannes earlier this week when she appeared to clash with a red carpet usher at the premiere of “Marcello Mio.” Speaking to the Associated Press at the amfAR gala a couple days later, Rowland confirmed she was “told to get off” the carpet.

Popular on Variety

The Cannes Film Festival is known for its strict red carpet policies. It does not allow attendees walking the red carpet to take selfies or use their cameras. Ushers often hurry guests into the theater and don’t allow them to linger on the carpet. The festival also once had a notorious dress code policy that banned women who weren’t wearing heels from walking the red carpet, although the policy was changed after the festival received backlash during its 2015 edition.

Watch Rowland’s full comments to the Associated Press in the post below.

"I stood my ground." Kelly Rowland says "I have a boundary" after video of her argument with a red carpet security guard at the Cannes Film Festival went viral this week. pic.twitter.com/Z5UZMF56SA — AP Entertainment (@APEntertainment) May 23, 2024

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