Un breve Strory Telling acerca de lo que ha sido la estrategia de marketing de Red Bull a través de los años.

1. From energy drink to lifestyle icon
By Mauricio Romero, Juan Sanchez & David Romero

2. Created in 1987, Red Bull was
originally concieved as an
energy drink brand.
Inspired by a similar product
from ailand, Red Bull’s
founder - Dietrich Mateschitz-modified
it’s ingridients in order
to make it more suitable for
the european market.

3. e Athlete
It is usually a person who
takes their sport very serious,
making them want to get the
best out of their body.
erefore you could say that
Red Bull is part of their diet
and sport life. ey consider
Red Bull as a very good and
easy way to improve their
endurance or speed.

4. e Worker
From the executive
manager, to the street
worker. Anyone who
has an active job and
wants to get pushed
up and would rather
have a Red Bull than
coffee.

5. e Clubber
is category is fairly new, in
recent years the company’s
market research team found out
that Red Bull was largely used as a
mixer with alcohol. Nowadays,
34% of Red Bull’s revenue is based
on this segment, driven by this
premise. is segment consist of
active, pop-culture driven people.
Music is a central element in the
life of these individuals.

6. e Branding Elements...

7. e color palette is
compossed of
energic colors,
such as variations
of red a yellow

8. e color palette is
compossed of
energic colors,
such as variations
of red a yellow
Futura-based Typeface, called
Futura SH, with demi-bold font.
It’s a sans-serif typeface with a
strong font that communicates
youthness, power and energy.

9. e color palette is
compossed of
energic colors,
such as variations
of red a yellow
Aside from representing the
main active component of
the recipe (Taurine), the bull
evokes strenght, energy and
high activity.
Futura-based Typeface, called
Futura SH, with demi-bold font.
It’s a sans-serif typeface with a
strong font that communicates
youthness, power and energy.

10. e color palette is
compossed of
energic colors,
such as variations
of red a yellow
Aside from representing the
main active component of
the recipe (Taurine), the bull
evokes strenght, energy and
high activity.
e brand’s motto or slogan has a clear
objective, which is to communicate
that you’ll be able of pushing your
physicall and mental limits if you
consume the product.
Futura-based Typeface, called
Futura SH, with demi-bold font.
It’s a sans-serif typeface with a
strong font that communicates
youthness, power and energy.

11. Initial approach to the marketing strategy
BTL advertising pieces:
- On-site and Off-site Activations
- POP Material
- Merchandising

12. Initial approach to the marketing strategy
BTL advertising pieces:
ATL advertising pieces:
- On-site and Off-site Activations
- POP Material
- Merchandising
- TV Commercials
- Radio Ads
- Print Media

13. Initial approach to the marketing strategy
BTL advertising pieces:
ATL advertising pieces:
- On-site Digital and Off-Marketing:
site Activations
- POP Material
- Merchandising
- TV Commercials
- Radio Ads
- Printed Ads
- Web Pages
- Mobile apps Games
- Social Media

14. But at some point, they realized the
could represent much more than
just an energy drink brand, they
could represent a lifestyle...
And thus, the strategy pivoted.

15. e brand went from an Advertising
Pieces-Centered strategy, to a Hub Creation
strategy, based on two main pillars:

16. Supporting mainly alternative sports, such
as BMX, Skateboarding, Surf, Racing and
more, Red Bull is involved in activities like:

17. Supporting mainly alternative sports, such
as BMX, Skateboarding, Surf, Racing and
more, Red Bull is involved in activities like:
Event Sponsorships

18. Supporting mainly alternative sports, such
as BMX, Skateboarding, Surf, Racing and
more, Red Bull is involved in activities like:
Event Sponsorships Event Organization

19. Supporting mainly alternative sports, such
as BMX, Skateboarding, Surf, Racing and
more, Red Bull is involved in activities like:
Event Sponsorships Event Organization Event Coverage

20. Supporting mainly alternative sports, such
as BMX, Skateboarding, Surf, Racing and
more, Red Bull is involved in activities like:
Event Sponsorships Event Organization Event Coverage
Sport Teams Ownership

21. Supporting mainly alternative sports, such
as BMX, Skateboarding, Surf, Racing and
more, Red Bull is involved in activities like:
Event Sponsorships Event Organization Event Coverage
Sport Teams Ownership Athletes Endorsement

22. In addition to the activities that support the
Sports Hub (event sponsorship, organization
and coverage), Red Bull has engaged three new
tactics to create the Music Hub:

23. In addition to the activities that support the
Sports Hub (event sponsorship, organization
and coverage), Red Bull has engaged three new
tactics to create the Music Hub:
Red Bull Studios

24. In addition to the activities that support the
Sports Hub (event sponsorship, organization
and coverage), Red Bull has engaged three new
tactics to create the Music Hub:
Red Bull Records
Red Bull Studios

25. In addition to the activities that support the
Sports Hub (event sponsorship, organization
and coverage), Red Bull has engaged three new
tactics to create the Music Hub:
Red Bull Records
Red Bull Studios
Red Bull Music Academy

26. From energy drink to lifestyle icon
ank you