Red Bull is rebranding to appeal to a younger, more fashionable demographic. It aims to be seen as fast-paced, high-energy, and strong. The brand emphasizes themes of youth, wings, and bulls/birds in its marketing using red and blue colors. Red Bull contains 27g of sugar per 8.4oz can but also offers a sugar-free version. It has strengths in being the pioneer of the energy drink category and strong marketing through promotions and sponsorships. However, it faces threats from health concerns about caffeine and efforts to promote healthier lifestyles.

1. Re-branding projectRed Bull Joanne Pabst

3. High Energy

5. Youth

6. Wings

7. Bulls

8. Bird

10. Red Bull Unhealthy Too much sugar Vitalizes body and mind. Improves performance, especially during times of stress and strain. Increases endurance. Increases concentration and improves reaction speed. Stimulates the metabolism. Obtains vitamins and minerals. Red Bull Energy Drink has 27g of sugar in a 8.4 oz can; however, Red Bull also makes sugar free. Misconception Actually

11. Red Bull SWOT Strengths Pioneer of the energy drink category worldwide. In 1984, Red Bull was the brand that created the energy drink. Market Leadership – RB is the industry leader around the globe. Marketing Efforts – Numerous promotions and well targeted campaigns/sponsorships help expand the brand and increase consumer brand awareness. Strong, fresh, &fashionable brand identity. Weaknesses Above average prices. Lack of innovation Many competitors in this industry who have their own unique selling propositions.

12. Red Bull SWOT Opportunities Different drinks for different people: Red Bull Energy Drink Red Bull Energy Drink Sugar Free Red Bull Simply Cola Red Bull Energy Shot Intense advertising and promotion. Consumer recognition through sponsorship of sports events. Threats Health concerns. Tougher rules on high caffeine content from government. Consumer awareness of health and well-being. People may start to drink other alternatives as it is associated with healthier lifestyles.

13. Stakeholders’ View Fun atmosphere. Enthusiastic, young team with strong marketing support from company. Free red bull, fun job. Need to be flexible. Management is not always organized. No professional process set up within company yet. Company always “wants your time.” Pros Cons

14. A New Red Bull