The document summarizes the successful launch and branding strategy of Red Bull energy drink. It describes how Red Bull differentiated itself through innovative marketing, including partnering the product with an original communication strategy. This resulted in Red Bull being established as a premium brand with continuous growth, rather than just a fashion phenomenon. Key elements of the strategy included questioning conventions, focusing on one product, commanding a premium price, targeting an active consumer mindset, and employing above-the-line advertising, opinion leader marketing, events, and sampling.
9. COMMUNICATION CONCEPT
1) Above-the-line Advertising
To build up awareness and image
2) Opinion Leader Marketing
To support credibility of the product and the
brand
3) Event Marketing
To prove that the brand is up-do-date and
different
4) Sampling
To convince consumers