A SUCCESS-STORYThe launch of Red Bull has been the most successfulbeverage launch of the last decade.It´s success is due to partnering a quality productwith well-thought out original communicationstrategy.Which resulted in establish Red Bull, not as fashionphenomenon, but as premium brand with continuesgrowth.
US SALES (IN MILLION UNITS)140012001000800 Cans600400200 0 97 98 99 0 1 02 03 04 05 an 0 0 Pl 19 19 19 20 20 20 20 20 20 06 20
BRAND POSITIONINGThe brand positioning comes from out of the productbenefits:Red Bull vitalizes body and mind.This then became the basis for the unique brandpersonality of Red Bull:- Innovative- Self Ironic- Intelligent- Nonconformist- Self-confidence- Witty, charming- Polarising- Unpredictable
DOING THINGS DIFFERENTLYAn innovative and unique product needs an innovativeand unique communication strategy.So for Red Bull we questioned everything.- Category- Packaging- Price- Distribution strategy- Communication strategy.
ONE BRAND - ONE PRODUCTIn order to put the entire focus on this oneproduct, this one can, this one brand.We said:No diversifications.No licenscing.No brand-merchandising.No umbrella brand.
ABSOLUTE PREMIUM PRICERed Bull´s real product benefits justified a premiumprice.It is by far the most expensive non-alcoholic drinkon the market.Red Bull is 3 to 6 times more expensive than Coke.
TARGET GROUPRed Bull´s target group is not determined by ademographic, but by a „state of mind“.Red Bull consumers have drive, are active anddynamic. They want to be physically and mentally fitand wide awake.
COMMUNICATION CONCEPT1) Above-the-line Advertising To build up awareness and image2) Opinion Leader Marketing To support credibility of the product and the brand3) Event Marketing To prove that the brand is up-do-date and different4) Sampling To convince consumers
ABOVE-THE-LINE-ADVERTISINGRed Bull gives you wings.Aim of the campaign is to reflect the brandpersonality:Cheeky, witty, self-ironic, unpredictable andunique.While the distinctive execution style helpsestablish it as beyond fashion.
OPINION LEADER MARKETINGOpinion Leaders, especially in the sport andcultural area, are a perfect target group for RedBull.Red Bull develops relationships with them and treatthem like friends. Red Bull worldwide has over 250agreements with top athletes, but not one writtencontract.
EVENT MARKETINGRed Bull´s event marketing also covers both areas,sports and culture, through a variety of events likeFlugtag, Creative Contest, Music Academy, Local HeroTour and many more.Red Bull doesn´t sponsor events, Red Bull creates,organizes and supports new, innovative and imagebuilding events.
SAMPLINGSampling is done by highly motivated and well-educated emloyees of Red Bull and not “professional”promotion teams.Their briefing is simple: Find tired and exhaustedpeople.They do it in a charming, non offensive way. All wegive them is the product, a free range of clothesand a tiny, but very attractive sampling car: