Red bull marketing present

1. Red Bull's Branding
Strategy:
Wings Through Action

2. Introduction
Red Bull was founded by Dietrich Mateschitz in 1984
and officially launched in Austria in 1987.
The company's signature slogan "Red Bull Gives You
Wings" is one of the most recognizable marketing
taglines in the world.

3. Redbull Portfolio
Football Formula 1
Rallyvross
racing
Motogp
Ice hockey Sailing Skateborading Surfing

4. How did a simple energy drink become a
global lifestyle brand?
Red Bull: More than
an energy drink, it's
a symbol of action
and adventure
Today, Red Bull
dominates, with
over 43% of the
market share

5. Red Bull’s Unconventional Marketing Strategy
Instead of following traditional advertising routes,Red Bull opted for innovative, attention-
grabbing tactics that resonated with their targetaudience's love for adventureand
excitement.
Red Bull is known for its innovativeguerrilla marketing tactics,which include unconventional
and attention-grabbing campaigns in unexpected locations
Guerrilla marketing is a low-cost advertising strategy that uses unconventional methods to
promote a product or service. The goal is to createa lasting impressionon consumers and
createa large amount of social mediabuzz

6. • One of their first methods of marketing was handing out free cans
of Red Bull to college students. Red Bull recognized one of their
main target audiences to be college students, and made sure that
during their late-night study sessions, students would always turn
to Red Bull.
• This resulted in a dramatic increase in both sales and visibility,
and Red Bull continued to target youth environments like college
parties, bars, cafés, libraries, and so on.

7. Empty Can Campaign
In1994,Red Bull was planning to launch their energy drink in London.
The company was facing a number of challenges, including a crowded
market and a lack of brand awareness.
Red Bull’s marketing team came up with a brilliant solution. They
placed empty Red Bull cans in crowded public areas, such as garbage
bins, outside clubs, and on college campuses.
The campaign was controversial at the time, but it was
also very effective.

8. Why Does
This Strategy
Work
Red Bull's "empty can" campaign is based
on the principle of social proof,which
suggeststhat people are more likely to
do something if they see others doing it.
By placing empty Red Bull cans in crowded
public areas,Red Bull was creating the
illusion that its energy drink was the most
popularone on the market. This made
people more likely to want to try it for
themselves.

9. Core Marketing Tactics of Red Bull
EXPERIENCE-
BASED MARKETING
EVENT
SPONSORSHIP
CONTENT
MARKETING
INFLUENCER
MARKETING

10. Experience-Based Marketing:
• Red Bull's focus isn't on the tangible product but the intangible feeling consumers
associate with the brand. It's more than an energy boost, it's about unlocking a
lifestyle of exceeding limits and embracing adventure
How They Do It :
• Event Sponsorship
• Guerilla marketing stunts that put consumers in surprising, exhilarating situations.
• Supporting athletes and creators who push boundaries in their respective fields.

11. Event Sponsorship
• Red Bull doesn't
simply slap their logo
on existing events –
they invest heavily in
extreme sports, music,
and cultural festivals.
Often, they
conceptualize and
organize the events
themselves.

12. Red Bull
Flugtag
• A global event series where amateur aviation enthusiasts
build human-powered"flying machines" and launch them
theatrically off a pier. This is humor, spectacle, and
grassrootsparticipation all rolled into one.

13. Red Bull Mini
Coopers
• The fleet of Red Bull
branded Mini Coopers,
often with giant Red Bull
cans attached,
distributing free products
and creating photo ops

14. Felix Baumgartner's 2012 jump from
The Stratosphere
• Jumped From128,100 feet (39 km), breaking
the sound barrier during his freefallback to
Earth
• Livestreamed globally, garneringmillions of
views
• Showcasedhuman achievement and
innovation
• Perfectly aligned with Red Bull's brand
image

15. Content
Marketing
Red Bull Media House: Their in-
house productioncompany creates
stunningvideos, documentaries,
and photos that capture the
essence of their brand.

16. How
They Do
It:
Professional-grade documentaries
and films centered on the
sponsored events and athletes.
Stunning photography capturing
the spirit of extreme sports and
adventure.
Written articles and features
offering a behind-the-scenes look
into Red Bull's world.

17. Music: They support upcoming
artists, host concerts, and
cover major music festivals.
They take various initiatives like
• Red Bull Music Academy
• Host concerts
• Cover major music festivals
• They regularly feature up-
and-coming artists in their
content

18. Social Media: Red Bull excels at social media, with highly engaged
communities on platforms like Instagram, YouTube, and
Facebook. They share exciting visuals, behind-the-scenes peeks,
and user-generated content.
• Redbull have more than 100 million followers on the all the
social media

19. Influencer
Marketing:
Red Bull taps into a massive
network of athletes, musicians,
and social media influencerswho
embody the brand's energy. This
gives them wide reach and
authenticity within their target
demographics.

20. Swot
Analysis
Strengths
• Market leader
• Established a unique identity
• Brand loyalty
• Strong brand recognition
• Efficient Distribution
Weaknesses
• Small product line
• High price and small quantity
compared to competitors
• Unhealthy
Opportunities
• Expansion into healthier
beverage options
• Product Line Extension
• Experiential Marketing
Threats
• Bad publicity
• Increased consumer access to
health information
• Threat of new entrants
• Intense market competition
• Regulations

21. ExtremeSports: The Fuel of Red Bull's Brand