Red Bull is the largest energy drink company globally, selling 4 products in 162 countries. Their target market is millennials aged 14-35 interested in action sports. Red Bull focuses on sponsoring extreme sporting events and stunts worldwide to maintain their brand as pioneers of extreme sports. Their sponsorship of the Red Bull Stratos jump exposed the event to over 8 million viewers through live streaming and social media, engaging their target audience and reinforcing Red Bull's brand personality of enabling daring feats. By consistently associating their brand with thrilling stunts and events, Red Bull creates positive consumer perception, learning, and attitudes that have contributed to their continued market leadership.

1. Background of Red Bull
• Created in Australia in 1987
• Largest Energy Drink company in terms of
market share & volume sold
• Products available in 162 countries
• World renown for their advertising campaigns
o Slogan: “Red Bull gives you wings”
• Red Bull Offers 4 Products:
o Red Bull
o Red Bull Sugar-Free
o Red Bull Cola
o Red Bull Shots
Quick Facts
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Not Pictured: Red Bull Sugar-Free

2. Target Market/Competition
Target Market
Millennials aged 14 – 35 who enjoy watching or
participating in action sports. Red Bull customers
are always looking for a new thrill.
Competition Comparison
Red Bull: 4 products, 164 countries
Monster: 30 products, 47 countries
Rock Star: 15 products, 28 countries
Red Bull
46%
Monster
34%
Rockstar
12%
Nos
4%
Amp
2% Fulll Throttle
2%
2012 Market Share
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3. Marketing Communication
Focus specifically on sponsoring extreme sporting
events
o Red Bull Stratos
o Red Bull Flugtag
o X-Games
Sponsorship of Stunts and Events
Purpose of this Communication?
Worldwide Product = Need for Global Attention
Red Bull maintains brand personality of being the
pioneer in Extreme Stunts
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4. Consumer Perception – Red Bull Stratos Example
Consumer Exposure
Red Bull Stratos was exposed to over 8 million
people worldwide. Incorporating social media,
Red Bull was able to expose themselves to their
target market.
• YouTube Live stream provides access to the
world
• 40 TV Stations, 130 digital outlets
• Broke record for most views of a live event
http://www.youtube.com/watch?v=FHtvDA0W
34I
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5. Consumer Perception – Red Bull Stratos Example
Consumer Exposure
Red Bull Stratos was exposed to over 8 million people
worldwide. Incorporating social media, Red Bull was
able to expose themselves to their target market
Consumer Attention
Stimulus: The actual jump, creates something interesting
and contrasting. Millions of people received the
stimulus.
• #SpaceJump trending on Twitter worldwide
• Not just viewing event, talking about it as well
• Avoided clutter with this campaign
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6. Consumer Perception – Red Bull Stratos Example
Consumer Exposure
Red bull's refridgators in stores with print brand
names and logos reinforce consumers' familiarity with
the brand red bull. Red bull distributed its products in
occasions like nightclubs, bars with the help of placing
empty cans in these places. This action enable
consumers to develop their brand recognition that red
bull is a product suitable for these occasions.
Consumer Attention
Stimulus: The actual jump, creates something interesting
and contrasting. Millions of people received the
stimulus.
Consumer Interpretation
Red Bull stays consistent with their brand personality &
slogan.
From a semiotic perspective:
• Object: Red Bull
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7. Consumer Learning
Classical Conditioning
• UCS vs CR
• Stimulus & Response
Live Campaign
• Extreme stunts
Viewers
• 8 Million viewers for Red Bull Stratos
Risk Associated with Communication
• Vertical market
• Product sales
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8. Consumer Learning
Classical Vicarious Learning (Knowledge through observation
• Attention
• Retention
Observe Extreme Stunts and see End Results
• Production
• Motivation
Cognitive Learning (Knowledge through perception)
• Observe (power)
• Symbol
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9. Consumer Attitude
Guerilla Marketing Tactics
Please create a short statement explaining relevance
Grabs the Attention of Target Users
Please create a short statement explaining relevance
Relating brand to the customer
Red Bull sends the message to consumers that we are
one of you; Not just sending purchase function
message?
Subtle Branding
Everyman theme, engagement, engagement with
audience, high production quality without overproduced
look - Please reword or explain better
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10. Consumer Attitude
Katz’s Attitude Functions
Didn’t really understand, will let you fill this in
Altered Door-in-the-face Technique
Red Bull shows consumers the extremes of what one can
do. By doing so, they encourage target consumers to
live in their own exhilarating way
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11. Consumer Attitude
Tri-Component Attitude Model
Affective Component: Emotions that
amplify or enhance experiences
Conative Component: Tendency of
consumer to behave in a particular
way. Causes the intention to purchase
Elaboration Likelihood Model
Peripheral Route: Source expertise; Quick
persuasion without much though
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12. Conclusion
“Red Bull gives you wings”
• Extreme stunts/sports are the perfect fit
for Red Bull
• By sponsoring & hosting these extreme
stunts, Red Bull backs their slogan
• Red Bull innovates new ways to maintain
their Brand Personality
Red Bull Remains #1 because…
Consumer Perception: Red Bull keeps
their message consistent
Consumer Learning: Red Bull keeps their
consumers involved before, during, and
after stunts occur
Consumer Attitude: Shows consumers
that they too can be adventurous
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