case study of red bull

Red Bull case study: The courageous pathway to becoming a beloved brand

Written by Graham Robertson, founder of Beloved Brands

[email protected], cal 416 885 3911, follow me on linkedin, beloved brands book.

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 2023: 12.138 billion
• Revenue of €10.55 billion in 2023
• Red Bull's marketing budget for 2023 is estimated to be €3 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 2023: 17,848
• 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, since 2013 the brand launched the first Red Bull Editions to expand its flavor offerings—and they have been launching new editions consistently. 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, which became a permanent edition in Red Bull's portfolio with its latest launch being the juneberry flavor . And, in April 2024, the brand launched its first ever fully sugar-free Pink edition —adding a permanent sugar-free flavor to their portfolio. Combined, Red Bull’s Editions made up 8% of the brand’s total sales in 2023.

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 , and the company has optimized its production process through "wall-to-wall production," which significantly reduces the transport distances of cans between manufacturing and filling locations in key facilities in Austria, Switzerland, and the United States.

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 was being built in Glendale, Arizona. A joint venture between Red Bull, Rauch Fruit Juices, and Ball Corporation, RRB Beverage Operating, invested USD 250 million to build a new 700,000 sq ft-sized facility. Initially planned to begin production in 2021, the facility is now operational and employs around 140 people as expected. While COVID-19 presented some challenges, the project moved forward successfully, underscoring Red Bull's commitment to expanding its U.S. operations.

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 43% of the global energy drink market in Dec 2022 . Second comes Monster with a 35% 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 operates under several brands and subsidiaries that extend its influence beyond just energy drinks.

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.

In the 2023 Formula 1 season, Max Verstappen and Red Bull Racing shattered multiple records , dominating both the drivers' and constructors' championships. Verstappen secured 19 wins out of 22 races, including an unprecedented 10 consecutive victories. Red Bull achieved 21 wins in total, missing out only at the Singapore Grand Prix, resulting in an astounding 95.4% win rate for the team. Verstappen also set a new record for the most points in a season with 575 and led over 1,000 laps throughout the year, further solidifying his and the team's extraordinary performance.

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.
• Red Bull also sponsors a wide range of extreme sports events, including the Cliff Diving World Series, BC One breakdancing competition, Art of Motion parkour event, Crashed Ice ice cross racing, and the Romaniacs Hard Enduro Rallye, showcasing their dedication to high-energy, thrilling sports that resonate with adventure-seeking fans.

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.

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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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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Red Bull Global Marketing Strategy 2024: A Case Study

Red Bull, the renowned energy drink brand, has become a global phenomenon with its innovative marketing strategies. By effectively positioning themselves as more than just an energy drink, Red Bull has successfully aligned their brand with extreme sports and an active, adventurous lifestyle. Let’s dive deeper into Red Bull’s global marketing strategy and explore the key elements that have contributed to their remarkable success.

One of the core pillars of Red Bull’s marketing strategy is their sponsorship and organization of extreme sports events. From Formula 1 racing and air races to cliff diving and snowboarding, Red Bull has successfully associated their brand with adrenaline-pumping experiences that resonate with their target audience.

To capture the attention of their audience, Red Bull creates high-quality videos, documentaries, and films that are showcased across various media channels including Red Bull TV, YouTube, and social media platforms. By engaging their audience with captivating content, Red Bull has established a strong brand presence in the digital landscape.

Furthermore, Red Bull has leveraged social media platforms like Facebook, Instagram, Twitter, and Snapchat to connect with their audience and drive digital marketing efforts. By maintaining an active social media presence and engaging with their followers, Red Bull has been able to foster customer advocacy and loyalty.

The recognizable slim, blue, and silver cans have become an iconic symbol of the brand, further reinforcing Red Bull’s energetic and adventurous image. Red Bull’s commitment to sustainability is also evident in their manufacturing process, as they produce 100% recyclable cans and utilize 80% renewable resources by having a single manufacturing location.

Red Bull’s marketing efforts extend beyond sponsored events and social media engagement. They actively engage in grassroots marketing by organizing localized events, supporting local athletes, and forming partnerships with communities. This approach allows Red Bull to connect with consumers on a personal level and build lasting relationships.

Key Takeaways:

• Red Bull has positioned itself as more than an energy drink, aligning with extreme sports and an active lifestyle.
• Their marketing strategy includes sponsorship and organization of extreme sports events.
• Red Bull creates high-quality content showcased across various media channels.
• They leverage social media platforms for digital marketing and customer engagement.
• The brand’s iconic cans reinforce its energetic and adventurous image.
• Red Bull engages in grassroots marketing through localized events and partnerships.
• They prioritize sustainability with 100% recyclable cans and renewable resources.

Understanding Red Bull’s Target Audience: Young Adults and Millennials

Red Bull, the iconic energy drink brand, has successfully captured the hearts and minds of young adults and millennials worldwide. This dynamic target audience is characterized by their thirst for adventure, individuality, and pushing boundaries. Red Bull’s marketing strategy aligns perfectly with these characteristics, positioning the brand as the ultimate energy booster for those seeking to fuel their active lifestyles.

With its bold and energetic branding, Red Bull has become synonymous with excitement and adrenaline. The brand’s high-impact marketing campaigns resonate deeply with young adults and millennials, who are constantly seeking new and thrilling experiences. Red Bull’s ability to tap into their aspirations and drive has made it a go-to choice for this target audience.

Adventure lies at the core of Red Bull’s marketing strategy, and it is evident in their association with extreme sports. By sponsoring extreme sports events and athletes, Red Bull creates a sense of awe and inspiration amongst young adults and millennials. The brand’s presence in the world of extreme sports allows them to connect with their target audience on a deeper level, reinforcing the brand’s image as a champion of pushing boundaries.

Millennials, in particular, pose unique challenges for marketers. They are known for seeking information from trusted sources rather than traditional advertising channels. Red Bull recognizes this and employs guerilla marketing tactics to capture attention and generate buzz around the brand. Through creative and unconventional marketing strategies , Red Bull manages to break through the noise and establish meaningful connections with their target audience.

One of the key factors contributing to Red Bull’s success is its ability to create emotional connections through brand experiences. By organizing and sponsoring events that cater to the thrill-seeking nature of young adults and millennials, Red Bull creates memorable moments that leave a lasting impact. These experiences not only enhance brand awareness but also significantly influence consumer purchasing decisions.

Red Bull’s commitment to engaging with its target audience is further demonstrated through its brand ambassador program, the Wings Team. The Wings Team focuses on creating unique and memorable activations to directly engage with consumers. Whether it’s distributing free samples at events or hosting interactive experiences, the Wings Team ensures that Red Bull remains top of mind among their target audience.

Global expansion has played a significant role in Red Bull’s growth and success. By strategically expanding their geographical presence, Red Bull has been able to reach young adults and millennials in more than 170 countries worldwide. This extensive global reach has allowed the brand to establish a strong market share and category leadership in the energy drinks industry.

In conclusion, Red Bull’s marketing strategy resonates strongly with their target audience of young adults and millennials who crave adventure, individuality, and pushing boundaries. By understanding and catering to the unique characteristics of this demographic, Red Bull has managed to create a brand image that captures their aspirations and drive. Through guerilla marketing tactics, emotional connections, and a global presence, Red Bull continues to dominate the energy drinks industry and remain a powerhouse among its target audience.

The Branding Power of Adventure: Red Bull’s Association with Extreme Sports

Red Bull has successfully built a powerful brand image that epitomizes adventure and exhilaration through its strong association with extreme sports. By strategically aligning itself with adrenaline-pumping experiences, Red Bull has become synonymous with daring feats and pushing the boundaries of what is possible.

The brand’s global marketing campaigns, featuring extreme sports athletes and awe-inspiring stunts, tap into the deep-seated desire of the target audience for thrilling adventures. Red Bull captures the imagination of young adults and millennials, uniting them under the shared values of living life to the fullest and embracing challenges head-on.

Through its partnership with extreme sports athletes, Red Bull showcases the thrill, excitement, and sheer adrenaline rush that can be achieved by embracing adventurous pursuits. By highlighting the extraordinary accomplishments of athletes like Felix Baumgartner and his record-breaking jump from the stratosphere in the iconic Red Bull Stratos campaign, the brand has solidified its status as a champion of extreme sports.

Red Bull’s association with extreme sports not only creates a strong emotional connection with its target audience but also positions the brand at the forefront of their pursuit for exhilarating experiences. By sponsoring and supporting various extreme sports events worldwide, Red Bull further reinforces its commitment to adventure, showcasing its products as the essential energy boosters for those who live life on the edge.

This association also resonates with the rising trend among millennials to prioritize experiences over material possessions. According to a global study, 77% of millennials prioritize experiences, such as adrenaline-pumping adventures, that create lasting memories. Red Bull’s brand image and marketing campaigns align perfectly with this mindset, providing the target audience with awe-inspiring experiences that they can share and cherish.

The Impact of Adventure Branding

Red Bull’s branding power, built on the bedrock of adventure and extreme sports, has propelled the brand to unparalleled success. The association with adrenaline-pumping experiences creates a strong and memorable brand identity that resonates deeply with the target audience.

The impressive statistics further demonstrate the tangible impact of Red Bull’s adventure branding strategy. The Red Bull Stratos campaign, for example, achieved global recognition with over 8 million views on YouTube, leading to a remarkable 20% sales increase in the US within a month of the event.

Moreover, Red Bull’s strategic event sponsorships and partnerships with extreme sports athletes have enabled the brand to expand into new markets and foster an emotional connection with customers. Brands with a strong social media presence, like Red Bull, also enjoy a 133% higher customer advocacy rate and see increased purchase intent as engaging branded content can increase purchase intent by 63%.

In conclusion, Red Bull’s branding power lies in its association with adventure and extreme sports. By capturing the spirit of adrenaline-pumping experiences and aligning them with its energy drink products, Red Bull has cultivated a devoted and enthusiastic following among young adults and millennials. Through its daring marketing campaigns and strategic sponsorships, Red Bull continues to inspire and engage its target audience, solidifying its position as a leader in the global energy drink market.

Balancing Global Consistency and Local Nuances: Red Bull’s International Marketing Strategy

Red Bull’s global success can be attributed to its strategic approach in balancing global consistency with local adaptation to resonate with diverse cultural contexts. While maintaining a consistent brand image worldwide, Red Bull recognizes the importance of embracing local nuances to establish a strong presence in each market.

As a global powerhouse in the energy drink industry, Red Bull sells 12.1 billion cans annually in over 177 countries [1] . The brand understands that effective marketing goes beyond a one-size-fits-all approach and requires careful consideration of cultural differences and preferences.

To achieve global consistency, Red Bull has established a strong brand identity characterized by its iconic red and blue cans and the memorable slogan “Gives You Wings.” This consistent visual identity creates instant recognition and reinforces the brand’s values and promise of energy and vitality.

However, Red Bull also recognizes the importance of contextualizing its marketing efforts to resonate with local consumers. By adapting their messaging and campaigns to align with cultural nuances and values, Red Bull ensures that it remains relevant and relatable in diverse markets. [Red Bull international marketing strategy]

Understanding Cultural Contexts

Each country has its unique set of customs, traditions, and cultural values. By deeply understanding these cultural contexts, Red Bull can tailor its marketing strategies to connect with local audiences on a personal level, fostering a sense of familiarity and trust. [cultural contexts]

For example, in Thailand, Red Bull’s packaging differs from the standard global design. In acknowledgement of the local brand Krating Daeng that inspired Red Bull, the Thai version features different packaging to pay homage to its roots. This approach showcases Red Bull’s commitment to honoring cultural traditions and adapting to local preferences while maintaining global consistency.

Localized Marketing Campaigns

Red Bull excels in creating localized marketing campaigns that capture the spirit of each market while staying true to the brand’s overall messaging. By leveraging local cultural elements and understanding the local target audience’s aspirations and preferences, Red Bull establishes a deeper connection with consumers.

For instance, Red Bull sponsors and organizes a variety of local events and competitions, ranging from extreme sports to unique cultural festivals. These events not only provide thrilling experiences but also allow Red Bull to immerse itself in the local communities and build genuine relationships with consumers. Studies show that 74% of event attendees are more likely to purchase from a brand after attending an event, demonstrating the impact and effectiveness of such localized strategies [4] .

The Power of Social Media

Red Bull harnesses the power of social media to engage with its global audience while respecting local differences. By maintaining a strong social media presence in each market, Red Bull creates opportunities for localized content creation and community engagement [global consistency, local adaptation] .

Through its social media platforms, Red Bull highlights local athletes, events, and cultural moments, celebrating the unique stories and talents of each market. This strategy not only generates localized content but also promotes a sense of pride and ownership among local consumers.

The brand’s commitment to social media has paid off. Brands with a strong social media presence witness a 133% higher customer advocacy rate [5] . By embracing the power of social media, Red Bull extends its global reach, amplifies its brand message, and builds deeper connections with its audience.

To navigate the complexities of global marketing, Red Bull engages in extensive market research to understand customer preferences and cultural nuances. Studies indicate that 79% of companies undertake at least five market research projects annually to gain insights into global markets and consumer behavior [6] .

Red Bull’s ability to balance global consistency with local nuances has cemented its status as a global leader in the energy drink industry. By respecting cultural differences and adapting its marketing strategies to each market, Red Bull stands out and establishes a deep connection with consumers [Red Bull international marketing strategy, cultural contexts] .

Next, we will explore the key pillars of Red Bull’s international marketing strategy, including content creation, experiential marketing, social media engagement, and data-driven decisions

Key Pillars of Red Bull’s International Marketing Strategy

Red Bull’s international marketing strategy is built on five key pillars that have contributed to its global success:

• Content Creation: Red Bull has mastered the art of creating captivating and shareable content. Through Red Bull TV, the brand provides adventure sports videos and high-quality documentaries that resonate with thrill-seekers and position Red Bull as a lifestyle brand for adrenaline junkies.
• Experiential Marketing: Red Bull goes beyond traditional advertising by creating unique experiences for its audience. The brand sponsors high-adrenaline events like Formula 1 races and Air Races, giving consumers the opportunity to witness extreme sports firsthand. This experiential marketing approach allows Red Bull to immerse its target audience in the brand’s culture and values.
• Social Media Engagement: Red Bull effectively leverages social media to engage its audience and encourage participation. The brand creates viral campaigns that resonate with its target audience and spark conversations. By actively interacting with users and sharing user-generated content, Red Bull builds a sense of community and fosters brand loyalty.
• Data-Driven Decisions: Red Bull embraces data and analytics to drive its marketing decisions. By analyzing consumer behavior and preferences, the brand can optimize its strategies, ensuring that its content and campaigns resonate with the right audience at the right time. This data-driven approach allows Red Bull to stay ahead of the competition and make informed marketing decisions.
• Influencer Marketing : Red Bull collaborates with top athletes and content creators to connect with its target audience on a deeper level. By partnering with influencers who embody the brand’s values and lifestyle, Red Bull can effectively reach and influence its target market. These collaborations not only drive brand awareness but also inspire consumers to push their limits and chase their dreams.

These pillars form the foundation of Red Bull’s international marketing strategy, allowing the brand to create compelling content, provide immersive experiences, engage with consumers on social media, make data-driven decisions, and leverage influencer partnerships. By focusing on these key areas, Red Bull has successfully built a global brand that resonates with its target audience and continuously pushes the boundaries of marketing.

Case Study 1: Red Bull Stratos – Pushing Boundaries in the Name of Energy

The Red Bull Stratos campaign exemplifies Red Bull’s commitment to pushing boundaries and showcases their brand identity. This extraordinary endeavor featured Felix Baumgartner’s historic jump from the stratosphere, capturing the world’s attention and cementing Red Bull’s position as a pioneer in extreme sports marketing.

During the live stream on YouTube, the Red Bull Stratos campaign reached unprecedented heights, with over 8 million concurrent viewers, surpassing previous records set during the 2012 Summer Olympics. This astounding viewership highlights the enormous global interest in the event and Red Bull’s ability to captivate audiences worldwide.

Red Bull’s YouTube channel experienced a significant increase in subscribers during the campaign period. On average, the channel gained 2,142 new subscribers daily, but on the day of the jump, it witnessed an impressive spike of 87,801 new subscribers. This surge demonstrates the immense traction generated by the Red Bull Stratos campaign and the brand’s appeal to a wide range of viewers.

The dedicated Facebook page for Red Bull Stratos recorded remarkable engagement on October 14, with over 900,000 interactions and 83,000 shares. One particular post received nearly 460,000 likes, 18,000 comments, and 44,000 shares, further emphasizing the global reach and impact of the campaign. These statistics underscore the significant engagement fostered by Red Bull Stratos on Facebook, elevating the brand’s presence in the social media landscape.

Twitter engagement for Red Bull Stratos soared during the campaign, amassing over 20,000 mentions within a two-day period. This widespread discussion and active participation on the platform signify the immense excitement and interest generated by the campaign and reflect the powerful influence of Red Bull’s marketing initiatives in the digital sphere.

The Red Bull Stratos campaign garnered extensive media coverage, with 40 TV network stations and 130 digital outlets reporting on this groundbreaking event. Online conversations surrounding Red Bull Stratos predominantly revolved around topics related to Felix Baumgartner, Red Bull, and the Stratos Mission. This comprehensive media coverage illustrates the immense impact and influence of Red Bull’s extreme sports marketing strategies, solidifying the brand’s position as an industry leader.

Cultural Adaptation: A Powerful Marketing Strategy

One of the remarkable aspects of the Red Bull Stratos campaign lies in its ability to adapt to different cultural contexts. Red Bull recognized the importance of tailoring its messaging to resonate with diverse audiences across the globe. By emphasizing cultural values and incorporating region-specific elements, Red Bull effectively broke down geographical barriers and connected on a personal level with its target audience.

Image: Red Bull Stratos

This case study of Red Bull Stratos highlights the power of cultural adaptation in international marketing. By understanding and embracing the values and interests of different audiences, brands can successfully penetrate international markets and achieve exceptional results.

Case Study 2: Red Bull Soapbox Race – Community Spirit with a Twist

The Red Bull Soapbox Race is a unique event that showcases Red Bull’s grassroots marketing tactics and their ability to foster community spirit. This quirky downhill racing competition brings together local teams to design and build their own non-motorized soapbox vehicles. The races take place in various cities around the world, with each event featuring unique themes and challenges relevant to the host city’s culture.

Red Bull’s localized approach to the Soapbox Race allows them to create a deeper connection with consumers by tapping into their sense of local pride and identity. By tailoring the event to the host city, Red Bull ensures that participants and spectators alike feel a sense of ownership and inclusion.

These localized events serve as a platform for Red Bull to engage with their target audience in a fun and exciting way. Attendees get to experience the thrill of watching the races and cheer on their favorite teams, creating a sense of camaraderie and community spirit. This type of experiential marketing resonates deeply with millennials, who prioritize experiences over material possessions. It allows Red Bull to create lasting memories and forge emotional connections with their audience.

Not only does the Red Bull Soapbox Race generate brand engagement during the event itself, but it also has a lasting impact on consumer behavior. According to a study, 74% of event attendees are more likely to purchase from a brand after attending an event. By providing an immersive and memorable experience, Red Bull is able to increase brand loyalty and drive sales.

In addition to the event itself, Red Bull leverages its strong social media presence to maximize brand exposure and create buzz around the Soapbox Race. They share videos and content from the races, showcasing the creativity and excitement of the participants. This strategic use of social media helps to extend the reach of the event and engage with a wider audience, ultimately boosting brand awareness and customer advocacy.

The Power of Red Bull’s Grassroots Marketing

Red Bull’s grassroots marketing approach, exemplified by the Soapbox Race, harnesses the power of localized events to build authentic connections with consumers. By combining fun and excitement with a sense of community, Red Bull creates a unique brand experience that resonates with its target audience.

This case study highlights the effectiveness of localized events in driving brand engagement and fostering a sense of belonging. Through the Red Bull Soapbox Race, Red Bull demonstrates their ability to tap into local culture and create memorable experiences that leave a lasting impact on consumers.

Overall, the Red Bull Soapbox Race showcases Red Bull’s commitment to grassroots marketing and their ability to connect with consumers on a local level. By creating unique and engaging experiences, Red Bull continues to solidify its brand presence and build strong relationships with its target audience.

Red Bull’s Remarkable Success: From Modest Beginnings to Global Recognition

Red Bull has achieved extraordinary success in the energy drink industry, solidifying its position as a dominant player with impressive sales growth, a significant market share, and substantial revenue. Since its founding in 1984, Red Bull has evolved from a modest startup to a global phenomenon, captivating consumers worldwide with its unique marketing strategies and unwavering commitment to excellence.

One of the key indicators of Red Bull’s success is its market share. In 2015, the brand held over 43% of the energy drink market, showcasing its unparalleled dominance in the industry. Building on this success, Red Bull sold a staggering 7.9 billion cans worldwide in 2020, underscoring its global triumph and market penetration.

To achieve such remarkable success, Red Bull employs a targeted marketing approach, focusing on the 18-35-year-old male demographic. By understanding the preferences and aspirations of this specific group, Red Bull has positioned itself as the go-to energy drink for active individuals seeking an energy boost.

The success of Red Bull can also be attributed to its commitment to product differentiation. With the original recipe variety as its primary driver of sales, Red Bull has effectively set itself apart from competitors, carving out a unique space in the market. This approach, combined with a premium pricing strategy, further reinforces the brand’s image of exclusivity and quality.

Red Bull’s global success is further propelled by its extensive presence in 171 countries worldwide. By ensuring availability across diverse markets, Red Bull has been able to tap into a massive consumer base, contributing to its widespread recognition and market reach.

In its pursuit of maintaining brand awareness and appealing to younger audiences, Red Bull allocates a significant portion of its resources to promotional activities, sponsorships, and publicity stunts. These strategic investments help Red Bull stay relevant and engage with its target audience effectively, reinforcing its position as a trendsetter in the industry.

Red Bull’s marketing strategy revolves around content creation at a professional level, actively collaborating with major media outlets to captivate its audience. By aligning itself with respected media platforms, Red Bull maintains its reputation as a credible and influential brand, further cementing its global recognition and success.

Red Bull’s accomplishments are further reflected in its impressive sales figures. In 2022 alone, the brand sold a staggering 11.582 billion cans of its renowned energy drink, generating substantial revenue of €9.68 billion. With a marketing budget estimated at €2.9 billion, Red Bull demonstrates its commitment to investing in strategic initiatives that drive its growth and market dominance.

Furthermore, Red Bull’s influence extends beyond just the energy drink market. The brand sponsors athletes in 73 countries globally, further solidifying its brand presence and deepening its connection with its target audience.

As a responsible global brand, Red Bull is dedicated to sustainable practices. The company owns a 100% recyclable can manufacturing location, conserving 80% of renewable resources compared to using multiple locations. Red Bull also invests in expanding its production capabilities, with a $250 million investment in a new facility in Glendale, Arizona, to meet increasing demand.

In the American energy drinks market, Red Bull has achieved tremendous success, capturing an impressive 75% market share. Despite a slow start and late expansion into the US in 1997, the brand has managed to establish a strong foothold and thrive in a highly competitive market.

With a diverse product portfolio that includes core products like Red Bull energy drink, Sugar-free Red Bull, and Red Bull Zero Sugar, as well as localized and special edition products tailored to different markets, Red Bull showcases its ability to adapt to consumer preferences while maintaining its brand identity.

The APAC region is another area where Red Bull’s marketing strategy showcases its adaptability. By employing local development strategies and curating product portfolios that match consumer tastes and preferences, Red Bull continues to gain traction and secure its position as a preferred energy drink brand.

Red Bull’s rise to global recognition did not come without challenges. The brand faced initial setbacks in Austria during its product launch in 1987. However, through clever word-of-mouth marketing strategies and targeted association with the nightlife industry, Red Bull managed to overcome obstacles and propel itself to unprecedented success.

Red Bull’s remarkable success is a testament to the brand’s commitment to innovation, differentiation, and understanding its target audience. Through its unique marketing strategies, global expansion efforts, and relentless pursuit of perfection, Red Bull has solidified its position as a global powerhouse in the energy drink industry.

Red Bull’s global marketing strategy has propelled the brand to unprecedented success, making it a benchmark for others in the industry. With its deep understanding of the target audience and a compelling brand identity, Red Bull has executed innovative campaigns that have captivated consumers worldwide.

By studying Red Bull’s marketing strategies, brands can uncover actionable strategies to achieve their own international marketing goals. They can learn the power of prioritizing experiences over material possessions, as 77% of millennials do, and leverage this insight to create engaging and memorable brand experiences.

The integration of branded content, when done right, can increase purchase intent by 63%, a lesson that brands can learn from Red Bull’s content marketing strategy. Additionally, Red Bull’s emphasis on sponsoring and organizing extreme sports events, coupled with its strong social media presence, has resulted in increased customer advocacy rates. Brands can follow suit by leveraging social media platforms and collaborating with influencers and athletes to expand their reach and credibility in the digital sphere.

In conclusion, Red Bull’s global success can be attributed to its strategic marketing mix , product innovation, premium pricing strategy, and extensive promotion efforts. Its unwavering focus on its target audience of 18-35-year-old males has allowed Red Bull to resonate deeply with its consumers. By adopting Red Bull’s actionable strategies and embracing innovation, brands can strive to achieve the same level of global recognition and success.

What is Red Bull’s marketing strategy?

Who is red bull’s target audience, how does red bull associate itself with extreme sports, how does red bull balance global consistency and local nuances in its marketing strategy, what are the key pillars of red bull’s international marketing strategy, can you provide a case study of red bull’s marketing strategy, how successful has red bull’s marketing strategy been, can other brands learn from red bull’s marketing strategy, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

Case Studies of Proven Marketing Success

Shein marketing strategy 2024: a case study.

How Red Bull Creates Brand Buzz

by David Aaker

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.

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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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• 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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Uncovering The Red Bull Marketing Strategy – A Case Study

Supti Nandi

January 17, 2024

In the world of energy drinks, the first name that pops into your head is “Red Bull”! Isn’t it? Why? Due to the tagline- “Red Bull gives you wings.” That’s where Red Bull marketing strategy comes into play.

By the way, don’t you wonder how Red Bull became synonymous with energy drinks? Afterall, the formula of energy drinks of all brands is more or less the same.

Just like I wrote above- effective brains of Red Bull marketing strategy includes revolutionary ad campaigns, it successfully created a strong brand identity.

So strong the brand’s name has become that it won over millions of admirers and maintained a loyal customer base!

Now here comes the intriguing part- What exactly did Red Bull do in marketing that it became a rising star straight away from Austria?

That’s what we will uncover in this write-up. Stay tuned!

(A) Red Bull Marketing Strategy: A Brief Overview

As you all know, Red Bull is a multinational energy drink company that has been able to dominate the energy drink industry with its unique marketing strategies.

Before diving into the details, let me give you a summary of the key aspects of Red Bull Marketing Strategy-

In the next sections, we will dive into some crucial facts on Red Bull Marketing Strategy.

(B) What is the unique selling point (USP) of Red Bull?

The unique selling point of Red Bull is its powerful and swaying slogan- “Red Bull gives you wings.” This slogan represents the idea of the energy drink brand that once you consume it, your performance will drastically improve with the energy provided in the drink. Thereby, you can achieve your goals.

Sounds interesting! Isn’t it?

This is quite similar to the motivation factor. As it is said you act the way you feel. So, irrespective of the secret formula of the drink, if you strongly believe that an energy drink will improve your performance, then by consuming it your performance will automatically improve. And the caffeine content plays its part as well to increase your metabolism that’s crucial for any physical activity or thrilling adventure.

The secret lies in your hormones i.e. Adrenaline (Fight or Flight hormone). So yes, apart from the caffeine and other nutritional content of the drink, the tagline is equally important to win the heart of the consumers.

That’s how the tagline as well as its formula (Caffeine, vitamins,  etc.) are the unique selling point of Red Bull.

(C) Who is Red Bull’s target audience?

If you randomly or carefully observe the ad campaigns of Red Bull, then you will see that the brand mostly associates itself with sports activities and thrillers.

Red Bull’s target audience is predominantly young and adventure-seeking individuals in the age group of 18-34 years old. It ecompasses both male and female demographics. Hence, it tailors its events and marketing strategies specifically with this target audience in mind.

In short, Red Bull aims to appeal to consumers with a strong appetite for high-risk activities and experiences.

(D) What/Who is Red Bull’s Biggest Sponsor?

Red Bull’s biggest sponsor is Oracle. Recently, they announced a new deal. Guess what? This is reportedly the biggest sponsorship deal ever in Formula 1.

This partnership represents a significant investment, showcasing the value that brands see in connecting with high-profile sports teams such as Red Bull Racing.

To the uninitiated, let me tell you, Oracle is an American multinational computer technology corporation that had already sponsored in 2021. Later, it increased its involvement to become the primary partner of Red Bull.

The fact that was more surprising to folks was- Oracle not only provided financial support but also contributed significantly to Red Bull.

Additionally, according to GlobalData’s report, the highest-spending sponsor brands for Red Bull Racing include Oracle, Bybit, Honda, ExxonMobil, and Tag Heuer.

(E) Who is Red Bull’s Biggest Competitor?

Red Bull faces competition from several major players in the energy drink and beverage industry. Some of its key competitors are-

• Monster Drink
• Rockstar Energy

So, the biggest competitor of Red Bull is Monster Drink. Let me give you another surprise! We have thrown a detailed comparison analysis on Red Bull vs Monster Drink . We have compared various aspects of both the energy drinks like content formula, business perspective, market dominance, etc.

So quickly check out the article “ Red Bull vs Monster Drink .”

Some other players competing with Red Bull in the beverage industry are-

As per some reports , Monster drink is expected to dominate the energy drinks sector, but it continues to face competition from Red Bull.

(F) 4Ps of Red Bull Marketing Strategy

Red Bull marketing strategy is all about creating exciting experiences that connect with its target audience, even if they’re not into energy drinks. They’ve done some eye-catchy things like sponsoring extreme sports, making viral videos, and even starting a record label. 

All of this is to bring their slogan, “RedBull Gives You Wings,” to life and make a strong emotional bond with their customers.

Now, let’s break down their marketing mix strategy involving 4 Ps-

(F.1) Product

• Unique Features: Red Bull stands out for its unique flavor, high caffeine content, and energizing effects.
• Ingredients: In addition to the typical nutritional information, Red Bull contains taurine, an amino acid known for boosting antioxidant activity in the body.
• Packaging: The distinctive packaging, featuring two bulls facing each other with red and orange colors, aims to evoke passion, aggression, and action, contributing to the brand’s image.

(F.2) Price

• Target Audience: Red Bull aims at young individuals aged 15 to 35, focusing on values like energy, power, and fun. This age group is ready to pay the price for anything that offers the best value of money. Hence, Red Bull effectively utilized this golden opportunity.
• Quality Perception: the pricing strategy implies that Red Bull customers prioritize the quality of the product over its cost.
• Premium Reputation: The cost aligns with the premium reputation of the beveragem reinforcing the idea that the product is worth its price.

(F.3) Place

• Distribution Channels: Red Bull is available in various places, including supermarkets, bars, online, cafeterias, hotels, etc.
• Global Presence: The product is sold in 171 different countries, showcasing a broad international presence.
• Sponsorship and Universe Creation: Beyond distribution, Red Bull has created a universe of sponsorship, participating in events and activities that align with its brand image.

(F.4) Promotion

• Unique Marketing Approaches: Red Bull is known for its unconventional marketing strategies, such as sponsoring extreme sports events, creating viral videos, and even establishing a record label.
• Iconic Slogan: The slogan “Red Bull Gives You Wings” has been a consistent and iconic part of their promotional efforts since 1987, symbolizing the energy and confidence the brand provides.
• Versatility of Slogan Usage: The slogan is used across various promotional mediums, from advertisements to merchandise, making it instantly recognizable and closely associated with the brand.

In short, Red Bull’s marketing mix strategy combines a unique product offering with strategic pricing, extensive distribution, and innovative promotion to create a strong and distinctive brand identity in the energy drink market.

(G) Unlocking Red Bull’s Advertising Strategies

Red Bull goes big when it comes to advertising, pouring in millions to ensure their products stay in the minds of consumers. Let’s explore the key elements that make their advertising strategy a soaring success.

(G.1) Maximizing the Potential of their Slogan

At the heart of Red Bull’s messaging is their powerful tagline, “Red Bull Gives You Wiiings.” This slogan isn’t just catchy; it’s a declaration that their drink provides the energy and power needed to chase dreams. It’s more than a tagline; it’s a promise. Do you know they had to change the spelling of “wings” to “wiiings” due to a controversy?

(G.2) Maintaining Consistent Visual Branding

Red Bull’s success isn’t just about words; it’s also about visuals. Their vibrant colors, distinctive logo, and visually striking content convey the message: “We give people the energy to do anything.” From warm hues to fascinating experiments, their visual identity is as energetic as their product.

(G.3) Developing a Strong Core of Content

Red Bull’s content is a powerhouse covering extreme sports, festivals, and the fast-paced lifestyle their product embodies. From heart-pounding sports to music, art, dance, and nightlife, Red Bull’s content is a dynamic mix that appeals to a diverse audience, making it accessible to everyone.

(G.4) Social Media Mastery

Red Bull dominates on social media, especially on platforms like Facebook. Their page is a visual feast, featuring artistic videos with stunning visuals, music from their record label, and coverage of sports and events that resonate with their audience. It’s not just marketing; it’s an experience.

(G.5) Sponsorships and Events

Key to Red Bull’s strategy is their dynamic sponsorship and event initiatives. Whether it’s jaw-dropping publicity stunts, events they create, or sponsorship of other high-energy experiences, Red Bull doesn’t just advertise; they immerse themselves in the scenes their audience loves.

(G.6) Student Marketer Program

Red Bull stands out with its Wings Team, a unique student marketeer program. Instead of just using students as ambassadors, Red Bull lets them actively contribute to their marketing efforts. It’s a dynamic approach that sets them apart from the crowd.

(G.7) Advertising Budget Soars to New Heights

In 2020, Red Bull flexed its financial muscle with a sponsoring and advertising budget of around 1.6 billion euros. This hefty investment primarily fueled their involvement in extreme sports events globally. From premium ad units to a multi-format approach (digital, print, and national TV), Red Bull strategically allocates its budget for maximum impact.

In a world where energy is everything, Red Bull doesn’t just sell a drink; it sells a lifestyle, and their advertising strategy is the wind beneath their wings.

(H) Uncovering the secrets of Red Bull Marketing Strategy

Red Bull has soared to new heights not just with its energy drinks but also through groundbreaking campaigns that have left an indelible mark on marketing history.

(H.1) Stratos Campaign: Touching the Skies, Inspiring the Masses

The “Red Bull Stratos” campaign wasn’t just iconic; it was a historic leap. Austrian skydiver Felix Baumgartner’s dive from near-space, 23 miles above the Earth, captivated the world. This extraordinary display of human achievement, funded and orchestrated by Red Bull, generated massive media attention and estimated coverage worth millions of dollars.

(H.2) Red Bull Racing: Racing into New Horizons

The success of the “Red Bull Racing” campaign not only thrilled fans but also propelled the brand into new markets. This venture showcased Red Bull’s ability to combine adrenaline-pumping content with effective marketing, expanding its reach and fan base.

(H.3) Social Media Marvels: Building Bridges with Fans

In the digital realm, Red Bull has crafted effective social media campaigns, leveraging the power of influencers to create emotional connections with their audience. This modern approach has played a pivotal role in keeping the brand relevant and engaging with its customers.

(H.4) Red Bull Gives You Wings: A Slogan That Soars

The iconic slogan, “Red Bull Gives You Wings,” has been more than just words; it’s become synonymous with the brand. From advertisements to merchandise and even on the can itself, the slogan has become a powerful tool, instantly recognizable to millions globally, contributing significantly to the brand’s success.

(H.5) Extreme Sports Fusion: Beyond the Drink

While Red Bull may sell energy drinks, its marketing strategy extends far beyond mere beverage sales. The founder strategically associated the brand with extreme sports events, creating a unique identity that sets Red Bull apart in the market.

(H.6) Diverse Event Engagement: Sports, Music, and More

Red Bull’s involvement in various sports like soccer and ice hockey is diverse, but the spotlight remains on extreme sports. The company strategically places emphasis on events that align with its high-energy brand image.

(H.7) Guerrilla Marketing: Creating a Buzz

Understanding the power of popularity, Red Bull implemented guerrilla marketing, strategically placing empty cans to create the impression that everyone was consuming their drink. This unconventional approach proved successful, adding another layer to Red Bull’s innovative marketing strategies.

That’s how, Red Bull’s global marketing strategy doesn’t just sell a drink; it taps into the emotions that move people. With a blend of groundbreaking campaigns, iconic slogans, and a strategic presence in various realms, Red Bull has established itself as a dynamic force in the world of marketing.

(I) Unveiling the Experimental Marketing Strategy of Red Bull

Red Bull has not only conquered the energy drink market but has also soared high in the realm of experiential marketing. Let’s unravel the unique strategies that have allowed Red Bull to connect deeply with its audience through events.

(I.1) Flugtag Race: Soaring Beyond Limits

Participating in events like the Flugtag Race, Red Bull demonstrates its prowess in connecting storytelling, brand building, and customer experiences. The company seamlessly engages consumers while promoting its brand identity, fostering a connection that goes beyond just selling a product. 

Events like these contribute to Red Bull’s loyal customer base and position it as a leader in the competitive energy drink market.

(J) Red Bull’s Digital Symphony: Crafting Immersive Journeys Online

Red Bull doesn’t just stop at physical events; it extends its reach through a dynamic digital marketing strategy, creating engaging experiences for its audience across various online platforms.

(J.1) Targeting the Right Crowd: Young, Active, and Adventurous

The key to Red Bull’s digital success lies in understanding its audience. The brand focuses on young, active individuals with a penchant for extreme sports and adventure. By tailoring their digital content to this demographic, Red Bull ensures that it resonates deeply with the very consumers it aims to capture.

(J.2) Soaring and Eye-Catchy Content: Videos, Articles, and Social Media Adventures

Red Bull’s digital content is not just about pushing products; it’s about creating an immersive experience. From thrilling videos to insightful articles and engaging social media posts, the content features extreme sports athletes and events sponsored by Red Bull. This strategic blend ensures that the brand remains not just a beverage but a lifestyle choice for its audience.

(K) What Red Bull Marketing Strategy Teaches Us?

Red Bull’s marketing plan sparks debates globally, even among those who may not sip their energy drinks. The brand’s omnipresence, from our refrigerators to outer space, demonstrates that an unconventional approach to marketing can create a universal impact.

In essence, Red Bull teaches us that marketing isn’t just about selling a product; it’s about crafting experiences that resonate with the audience, be it through heart-pounding events or immersive digital journeys. The brand has truly mastered the art of not just being a drink but a lifestyle choice for its diverse and devoted consumer base.

(L) Why is Red Bull so successful?

Red Bull’s unparalleled success can be attributed to its masterful blend of experiential marketing, digital prowess, and a brand identity that transcends mere energy drinks. The brand’s commitment to crafting unforgettable experiences through events like the Flugtag Race establishes a genuine connection with consumers, fostering brand loyalty. 

In the digital realm, Red Bull goes beyond conventional marketing, engaging its target audience of young, adventurous individuals through captivating content on social media, websites, and mobile apps. The iconic slogan, “Red Bull Gives You Wings,” isn’t just a tagline – it’s a symbol of empowerment and a key factor in the brand’s global recognition. Red Bull’s diverse involvement in extreme sports, music, and various events ensures a broad appeal, making it more than just a beverage but a lifestyle.

 In essence, Red Bull’s success lies in its ability to create a brand experience that extends far beyond the confines of a can, resonating with a diverse and enthusiastic audience worldwide!

(M) Wrapping Up Red Bull Marketing Strategy

Red Bull marketing strategy is a case study in successful brand promotion. The company maintains a strong focus on interpreting the products’ relevance to the target customers at a local level, allowing room for growth and adaptability. Red Bull also prioritizes raising brand awareness through various channels and ensuring that all content accurately reflects the brand’s identity. Their marketing efforts have been found to be highly effective in influencing young consumers’ behaviors, as highlighted by a study conducted by the University of Leeds. 

Ultimately, Red Bull’s success story demonstrates how an effective marketing strategy can propel a brand to international recognition!

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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:

You can view the transcript for Felix “Baumgartner’s supersonic freefall from 128k’ – Mission Highlights” . (opens in new window) (https://oerfiles.s3-us-west-2.amazonaws.com/WM+Marketing/Transcriptions/FelixBaumgartnersSupersonicFreefall_transcript.txt) or the text alternative for “Felix Baumgartner’s supersonic freefall from 128k’ – Mission Highlights” . (opens in new window) (https://oerfiles.s3-us-west-2.amazonaws.com/WM+Marketing/Transcriptions/FelixBaumgartnersSupersonicFreefall_alternative.txt)

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. Accessed September 25, 2019. https://www.statista.com/statistics/558082/us-sales-of-red-bull-energy-drinks/ . ↵
• Statista. (2019, September 25). Energy drink market share in the US in 2019. https://www.statista.com/statistics/306864/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales/. ↵

Introduction to Marketing I (MKTG 1010) Copyright © 2020 by NSCC & Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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 (A)

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About The Author

Eric J. Van den Steen

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• Red Bull (A)  By: Eric Van den Steen and Carin-Isabel Knoop

Case spotlight: Red Bull Spreads Its Wiiings

Author perspective

Who – the protagonist.

The late Dietrich Mateschitz , co-founder of energy drinks company Red Bull .

Since gaining a foothold in petrol stations and as an alcoholic mixer in clubs and bars in the late 1980s, Red Bull has grown to become the world’s third most valuable soft drink brand (in 2021 its value stood at $8.1 billion).

The Austrian brand’s soft drink range includes the original product, Sugar Free and Total Zero formulations, as well as various flavoured editions such as cactus fruit.

Estimated to reinvest over 30% of revenues in marketing, Red Bull is perhaps better known for its activities outside of selling its core product.

To name but a few, projects range from a music academy and e-sports, to sponsoring over 800 top athletes, to owning multiple sports teams around the world, including the hugely successful F1 team Red Bull Racing , which has won multiple constructors’ and drivers’ championships - all of which produce engaging content promoted via Red Bull Media House.

Two new brand extensions threatened to alienate its loyal consumers and dilute Red Bull’s carefully cultivated anti-brand brand image.

The two products in question were the functional fashion line AlphaTauri and The Organics by Red Bull, a collection of premium sodas.

Whilst Red Bull wanted to disrupt and innovate with AlphaTauri and The Organics, it is unclear who the target customer is and to what degree the parent brand and its organisation can support a non-energy drink and high-end fashion line.

AlphaTauri was formed in 2016, and Red Bull’s second F1 team, Scuderia Toro Rosso, was rebranded as Scuderia AlphaTauri in 2019.

Meanwhile, in 2018, Red Bull Simply Cola was the latest product to be added to The Organics portfolio, after its initial failure in 2008 as part of Red Bull’s standard range.

Mateschtiz hails from Austria, with Red Bull’s global headquarters based in the country in Fuschl.

But, Red Bull is a worldwide entity, with 13,610 employees (as of the end of 2021) around the world and it is one of the most recognisable brands on the planet.

Both AlphaTauri and The Organics relied on the endorsement of their parent brand.

Ultimately, could Red Bull envisage both entities conquering new markets? Or could the association with Red Bull prove limiting? Most worryingly, would Red Bull’s loyal customer base feel alienated by these premium products? Critically, could the company’s carefully honed marketing formula be successfully deployed in these new markets, or did they require a different approach?

AUTHOR PERSPECTIVE 

Appetite for a second case

Nader said: “Over the years, I consistently received queries from colleagues about whether I planned to update the award-winning Red Bull case I co-authored in 2005.

“The media landscape has significantly changed, and Red Bull Media House is a leader in combining physical experiences and engaging consumers digitally. What triggered my decision to do so, eventually, was the renaming of their second F1 team to AlphaTauri in support of their fledgling functional-fashion label. This came right around the same time as their launch of the non-energy drink range The Organics by Red Bull. Both decisions hold inherent tensions - potential synergies and dis-synergies - that promised a rich classroom discussion. Both decisions also begged the question as to whether Red Bull’s formidable marketing system was fit for purpose, or whether they needed to adapt their rather unique approach.

“The old case was therefore reborn as one of the main actors in a new drama.”

Key highlights

Nader continued: “A key highlight for me was being able to have an excuse to immerse myself into the world of Red Bull, both as a consumer and as an observer of their business practices. The organisation has created an enviable balance between running a well-oiled marketing machine that fosters rather than stymies creativity to power it. This started top down with the late Dietrich Mateschitz and his top team of marketers that have now led the brand for over two decades. 

“A second highlight for me was writing the teaching note. I had not previously delved deeply into topics such as customer engagement and content marketing. Reviewing the academic and practitioner literature on these topics provided me with a much more solid and nuanced understanding and a structured means to convey them to my students.”

Favourite teaching case

He explained: “I currently use the case as the capstone case in the MBA marketing core, in an open enrolment executive education programme, and with individual client companies. I can say without hesitation, that this has been my favourite case to teach in my 30 years in the classroom. The brand literally brings energy into the classroom and allows for an academic and practical discussion of key marketing concepts - from engaging consumers emotionally through experiences to strategically building the core concepts using product-brand portfolio stretch. It is a brand everyone knows, but also one few have thought about systematically from an operational perspective.”

Inspiring subject

He added: “It is simply incredible for students to appreciate what Red Bull has been able to do with a mere soft drink, and it challenges everyone to think about how they can formulate a consumer-centric purpose that inspires new ways of engaging current and potential consumers. Simply by reviewing their marketing approach and asking, 'How would this look for your brand?' has already inspired brands in the luxury, financial services and consumer goods space to behave differently.

“The case is also a ‘safe’ one to teach, as there is no right answer regarding the brand-stretch decisions. It allows students to appreciate inherent tensions in any such decisions, and how executing and monitoring a strategy with these tensions in mind is as critical as formulating the ‘right’ strategy in the first place.”

Case writing tips

Nader commented: “First, for me, a case typically starts with a compelling business situation that I have no easy or preconceived answer to. This is not only key to stimulating classroom discussion, but also to hold my attention throughout the writing process.

“Second, I have to be able to develop, for myself, a solid academic understanding of the forces at play. This provides the core of the teaching note and a way to crystallise key learnings.

“Third,  I was a presenter at The Case Centre’s webinar ‘ The Ingredients of an Award-Winning Case ’ where I summarised a three-act structure - setup, confrontation and resolution - that highlights the importance of context, strategic alternatives, and decision criteria. We also learn through stories, and this structure allows everything to hang together using a story narrative.”

Additional materials

Nader concluded: “ I have not only provided a detailed teaching note but also shared an extensive set of PowerPoint slides and engaging videos for instructors to use . These materials will allow instructors to pick and choose the slides and videos that will permit students to viscerally experience key topics and make memorable the key lessons they want their students to take away.”

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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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Marketing & Branding

• 28 Jan 2020

Red Bull's Marketing Strategy: What Your Company Can Learn

Effy Pafitis

This article is part of our ‘Marketing Strategies’ series, an in-depth look at how some of the world’s most successful companies promote their brand and their products.

For many business owners, compiling an effective and exciting marketing strategy can prove challenging. Therefore, it can sometimes be beneficial to look at what the marketing powerhouses of the world are doing, and take inspiration from their approaches and their successes. 

One such marketing powerhouse is the Austrian beverage giant, Red Bull – known almost as well for their daring and widespread campaigns as for their actual core product. This out-of-the-box approach hasn't deviated attention from its drinks range, though; in fact, it helped it gain a  leading 24.9% share  of the US energy drink market in 2019, selling more than  7 billion cans  globally during this period. 

To illustrate how the company has achieved this, we've taken a closer look at Red Bull's approach, in order to present a case study of what makes it so effective.

Red Bull's Marketing Strategy

By basing its marketing and advertising approach around promoting a high-energy philosophy for the lives of its consumers, Red Bull arguably sells a way of life rather than a simple energy drink product.

This is most prevalent in the range of extreme sporting events that it hosts and sponsors, working with influencers in the field and sharing captivating content that inspires its target audience to be more active and adventurous. In this way, Red Bull cultivates an emotional, authentic connection with its consumers, creating a loyal community of adrenaline enthusiasts, athletes, sporting spectators and more.

Its famous slogan, "Red Bull gives you wings!", is used across online and offline campaigns , delivered through television advertisements, print media, outdoor advertising, digital channels and, of course, Red Bull's own websites and microsites.

Customer Profile

In terms of identifying a customer profile , the brand clearly pinpoints key demographics to ensure its marketing messaging and placement is tailored. 

To that end, Red Bull's consumers are –  according to Numerator  – predominantly between the ages of 18 to 34, both male and female, with an average to high income, and with preferences for sports participation or spectatorship. They are defined as young, independent professionals, with lofty aspirations.

Red Bull collects the data required to identify this by inspecting its internal insights, such as website and digital campaign analytics, as well as conducting external market research . Relevant information is also collected through customer surveys, field trials and focus groups, with the company ensuring that its buyer profile is consistently updated. This ensures that their strategies continue to be both relevant and effective at all times.

As a reflection of this fairly broad profile, Red Bull's marketing delivery is diverse and eclectic, utilising a combination of online and offline channels to target its shoppers and expand its consumer breadth.

The key platforms it targets include:

Influencer Digital Marketing 

Red Bull masterfully uses influencer marketing to attract audience engagement, retain viewer attention and reinforce positive brand association among its consumers.

In keeping with its high-energy theme, the brand collaborates with a combination of carefully selected influencers – generally elite athletes and extreme sports personalities – such as Max Verstappen, Marc Márquez, and Letícia Bufoni. These ambassadors document their training and participation in sporting competitions, bringing this promoted content to their own audiences through social media, thus broadening the delivery of Red Bull's philosophy and promoting brand affinity to new viewers.

User-Generated Digital Content

The brand also utilises user-generated content across its own corporate social media profiles, essentially allowing its digital following to become micro-influencers. This further promotes a sense of inclusivity and community among its consumers and online fans, lending a unique, organic feeling to its digital presence.

Taking this one step further, Red Bull conducts an international photo competition every three years, called Red Bull Illume. This enormously popular contest aims to promote photography within the sphere of extreme sports and adventure, once again linking back to the brand's primary marketing objective. 

This provides a clear example of how Red Bull takes an innovative approach to its marketing, turning a simple tactic into a standalone campaign that succeeds in capturing attention and engagement.

Event Sponsorship 

Red Bull is well known for its sponsorships of sporting events, but in recent years it has taken this concept even further through its ever-growing portfolio of sports teams, including the Red Bull F1 and NASCAR teams, football clubs in New York, Leipzig and Salzburg, and ice hockey teams in Munich and Salzburg.

One of the core pillars of its marketing strategy, this offline practice is effective in underpinning the excitement around the wider brand and is a clear portrayal of its key philosophy to consumers and new audiences alike. 

The beverage giant also uses this approach to successfully differentiate itself from its competitors, and dominate its chosen consumer market by focusing on a delivery technique that innately stimulates a loyal community among its consumers.

TV Streaming and Advertising

Red Bull ensures that the excitement of its sporting events is also available online and is brought to digital audiences far and wide. The company owns its own video streaming platform, accessible through TVs, mobiles and tablets, and offers coverage of live events, while related sports, music, and entertainment content are also available on demand.

Despite its focus on online streaming, the brand does not neglect regular television, though. Red Bull invests heavily in TV advertising globally – so much so, in fact, that it was the  third most advertised  beverage in the US in the final quarter of 2018. Indeed, the brand ran over 3,000 TV ads throughout that period alone. 

The content of these adverts differs markedly from the action photography utilised across Red Bull's social media and influencer marketing, highlighting its understanding of the relevant content types and suitability for various platforms. The TV commercials consist of a series of witty, illustrated cartoon animations that play on controversial social and political themes.

Print Promotion

To ensure that the brand captures each segment of its target consumer group, Red Bull also invests in print promotion. As is consistent with the company's approach, it distributes its own print magazine, the content of which revolves around the typical Red Bull active lifestyle, sports and adventure themes.

The readership of this magazine also consists of a different audience compared to its online campaigns, therefore extending the brand's reach and awareness among its related demographic.

Red Bull is consistent in its marketing delivery, retaining its coverage across online and offline channels in its attempt to maintain a reputation for reliably producing and distributing enjoyable content.

However, to capture the attention of new audiences – as well as re-activate lost consumers – Red Bull also launches spontaneous campaigns and promotions, predominantly focused on raising brand awareness . The Stratos marketing campaign is a spectacular and memorable example of this periodic guerilla marketing.

Key Campaign 

Defined by the company as a "world-class, multi-stage, scientific flight test program", Red Bull hit global headlines in 2012 when it sponsored Austrian skydiver Felix Baumgartner's ascent to the Earth's stratosphere in a helium balloon – and his subsequent  jump from it . During this event – known as the Stratos project – Baumgartner became the first person to break the speed of sound during a captivating freefall that lasted for four minutes and 19 seconds.

The freefall was live-streamed through YouTube (and 280 other digital video delivery partners) to  some 52 million  global viewers, becoming the world's most-viewed live stream and a mainstream media phenomenon. The video of the jump inspired audiences around the world, capturing their imagination and igniting a global conversation around the ingenuity of Red Bull's campaign. As a result, Stratos generated more media attention than the brand could have ever dreamed of achieving with a regular marketing campaign – coverage worth an estimated earned media value in the  tens of millions . The event embodied the slogan "Red Bull gives you wings!" in possibly the most impactful way in the company's history.

In addition to the phenomenal coverage and significant brand affinity, the Stratos project also supplied Red Bull with unique photography that it would go on to use in its marketing campaigns for the ensuing years.

Indeed, the company experienced a bottom-line increase of 7% in sales within just six months of Stratos, garnering a total of $1.6bn in the US, while the project also earned Red Bull Media House a Sports Emmy in the category of 'Outstanding New Approaches [to] Sports Event Coverage'. 

Overall, the Stratos campaign is an extreme but excellent example of creative marketing, bringing people together and appealing to their curiosity for scientific innovation and personal development. Though this project was conducted on an enormous scale with a significant budget and boundless resources, budding businesses can still apply this theory to their own marketing campaigns, leveraging creative ideas relevant to their industries or brand identities, to begin memorable conversations among consumers.

Red Bull's marketing strategy effectively appeals to its target consumers and organically earns their valuable engagement. The company raises brand awareness through various channels, ensuring all content used accurately reflects Red Bull's brand identity – and thereby driving positive association through the use of this exciting, active, sporting subject matter.

While the company is able to implement these processes and ideas on a grand and spectacular scale, their successes in marketing still offer many teachable lessons for small business owners, too. Indeed, many of the techniques that Red Bull implements are readily available to any entrepreneur, even if their execution and reach are significantly different. Remember to keep your marketing approach and activities authentic to your brand, experiment with various methods, content forms and mediums, and – above all – focus on inspiring your consumers!

In the meantime, if you want to learn more about how the world's biggest brands market their products, then take a look at our marketing breakdowns of Starbucks , Netflix , Harley-Davison and Airbnb , too!

What else can be learned from Red Bull's marketing campaigns? Let us know your thoughts and insights in the comment section below!

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When red bull didn’t give you wings.

Abhishek Sahoo

Created on 20 Mar 2021

Wraps up in 6 Min

Read by 69k people

Updated on 16 Nov 2023

"Red Bull gives you wings." - did this ad slogan influence you to try out the drink? Yeah? That's awesome as long as you don't take it literally. And once you do, things can get seriously awkward. That's exactly what happened in the US when a person filed a suit against Red Bull for not giving him 'wings'! Sounds ridiculous? Ya, we know. But it's how it is.

However, that's not entirely the case. You know, the devil's in the details. So, let's dive into this $13 Mn Red Bull fiasco!

But before that, let's have a glance over the company.

A brief about Red Bull

Red Bull is an energy drink offered by Red Bull GmbH, an Austrian private company founded in 1984. It's the brainchild of Austrian entrepreneur Dietrich Mateschitz (it's okay, we also couldn't pronounce it) and Thai businessman Chaleo Yoovidhya . Also, so that you know, the founders are among the top two richest persons in their respective countries.

Besides Red Bull, the company also distributes and markets other drinks like Simply Cola, etc., but Red Bull is the company's forte. The company's revolutionary energy drink Red Bull was originally the Thai truckers' sleep-depriving drink, named Krating Daeng. It was introduced to the European markets in 1987, and the rest is history. Taking the youth by storm, it made its footmark in the US in 1997, and within a year, it had already captured a whopping 75% of the US market! Wotta journey!!

Since then, there has been no looking back. After expanding its markets across 171 countries, the company sold 5.2 billion cans of Red Bull in 2012, thereby making it the world's most-consumed energy drink. And it didn't stop there. In 2019, when the world population reached 7.7 billion, Red Bull sold 7.5 billion cans, meaning almost one can for every person on earth! Shocked? We, too, are!

By the way, if you're aware, you would have known that Red Bull has been famous (or infamous, depending) for its widely popular advertisement -- "Red Bull gives you wings." And that's our matter of discussion today.

The advertisement - a metaphor or a deception?

Source: Red Bull advertisement

So, this is the advertisement we're talking about. Wait, don't tell us, you're also feeling like Red Bull literally meant it gives you wings! No, please.

Basically, this was just a very clever bit of branding technique, indicating high Caffeine content. Red Bull states that a 250ml can of its energy drink contains about 80mg of Caffeine, the same amount as contained in a cup of coffee. And being an energy drink, they charged a premium over a cup of coffee.

Anyway, how does Caffeine relate to wings, you ask? Well, first read this note from healthline.com regarding the effects of Caffeine -- "Caffeine acts as a central nervous system stimulant. When it reaches your brain, the most noticeable effect is alertness. You'll feel more awake and less tired, so it's a common ingredient in medications to treat or manage drowsiness, headaches, and migraines."

Learn the Right Way to Buy and Hold with  Coffee Can Investing

So, when Red Bull said it "gives you wings", what it basically meant was that it stimulates your nervous system, reduces drowsiness, and makes you feel cool and active. Thus, you feel light and energetic. And it does, isn't it? Many even take it as a lite version of hard drinks! Gosh! So, now you know it didn't literally give you wings. Rather, it is a metaphor (a word that carries a different underlying meaning and not its literal interpretation).

And what did Red Bull plan to achieve, you ask? See, Red Bull's niche target market is the youth, and the youth wants mystery and vigour in all endeavours. Therefore, in a bid to entice the youth, they came up with this brilliant ad. As intended, the plane took off and the result... Red Bull became the most consumed energy drink in the world.

Okay, if this was just a metaphor, where was the deception part? Under what grounds was the suit filed? And who filed it? Well, let's explore.

Benjamin Careathers v. Red Bull North America, Inc.

Benjamin Careathers got no chill! Yes, that's our man. He, joined by others later, filed a case against Red Bull in 2013.

Although we did not attend the court proceedings, we feel Mr Benjamin would have said something like this -- " Your honour, I have been drinking Red Bull for over 10 years. It tastes a slight bit bitter, but that's okay. I don't have any complaints regarding its taste. But my problem is with the wings thing. Your honour, after I drink Red Bull, I don't feel like flying. Don't mistake me for being foolish; I am not taking it literally. I just mean that it doesn't make me feel so athletic and energetic. Oh, and if you think that's my problem, then NO. There is a problem with the advertisement itself. They advertise that a can of Red Bull contains the same amount of Caffeine as a cup of coffee. But facts state that a 250ml can of Red Bull contains about 80mg of Caffeine, which is much less than a smaller 207ml of coffee that contains as much as 150mg of Caffeine. And hence, I think the ad is deceptive and misleading. Thus, the premium paid over a cup of coffee also doesn't make any sense. I ought to be compensated for my expectations and consumption. "

Metaphorically put, Red Bull doesn't give you any more 'wings' than a cup of coffee, right?

And the cost-premium bit was also true. For instance, a 356ml cup of premium store Starbucks coffee costs around $1.85 and would contain far more (over 4 times) caffeine than a 250ml can of Red Bull, which costs around $2.19. Eh, gotcha?

In this case, the court ruled in favour of Benjamin and other plaintiffs and, thus, ordered Red Bull a class settlement for all victims. It agreed to pay a total of $13 Mn as compensation to the customers who felt cheated by drinking its energy drink in the last decade. The compensation per victim was a cash payout of up to $10 or two Red Bull products worth $15 combined, with the company handling the shipping charges. This means the higher the number of victims, the lesser the share of compensation of each. And that's how it went.

Also, read  Dollar vs Rupee . Where to Invest?

The aftermath of the Red Bull case

Though Red Bull stood up to the claim settlement, it didn't admit its wrongdoing. Or so to say, Red Bull still believed in its' wings'. This is what the company officially stated -- "Red Bull settled the lawsuit to avoid the cost and distraction of litigation . However, Red Bull maintains that its marketing and labelling have always been truthful and accurate, and denies any and all wrongdoing or liability."

They underestimated the power of customers, and therefore, they had to cough up another $850,000 CAD in another similar case filed in 2019 in the same compensation structure.

And like Bill Gates says, "Your most unhappy customers are your greatest source of learning." This time, they realised and were cautioned. And thus, they changed their ad slogan to "Red Bull gives you wiiings." This was another clever shot, whereby this time, none could sue Red Bull because there won't be any dictionary meaning of 'wiiings' (with 3 i's), while it would still sound like 'wings'! A superb idea, indeed.

Source: Red Bull website

And now you know what's all about Red Bull's $13 Mn fiasco. Yeah?

The bottom line

By the way, Red Bull wasn't the only brand that was dragged to court in such a false advertisement case. New Balance was similarly sued in 2011 for falsely claiming that its toning shoes burnt calories, Dabur was sued in 2017 for the deceptive advertisement of its tal oil doing "dugni tezi se sharirik vikas", L'Oreal was sued in 2014 for misleading customers that its skincare products were "clinically proven" to cause "visibly younger skin in just 7 days", and there were many other such instances.

You see, there is a very thin line separating clever and notorious. And the same works for marketing as well. A clever deceptive marketing tactic may enable a brand to take off, but in the end, if customers catch it, you won't be spared! Because, ultimately, the customer is the only real boss. And as Milton Hershey quotes --

"Give them quality. That is the best kind of advertising."

So, what do you think? Tell us in the comments below.

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Abhishek has a love for numbers and words alike. With a passion for finance and interest in writing, he’s blending both as a Finance Content Writer at Finology. He writes to simplify the toughest of the technical stuff for readers and tries to make the reading exercise interesting. He is a CA Final candidate and aims to pursue a management degree from a top-notch b-school.

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