Red Bull Final Case Study

Red Bull’s Current Advertising Campaign

There are many aspects to Red Bull’s current advertising campaign. Red Bull does not spend

unnecessary money on traditional media. Instead, Red Bull created a marketing team that was

never utilized before, for the energy drink to be in the eyes and hands of future customers. The

Red Bull Wings Team has been around since the brand started in 1987. The Red Bull Wings

Team consists of college students who sample Red Bull, drive the branded mini cooper, and

work to generate awareness and excitement for the brand.

Along with the Red Bull Wings Team there is also the Student Marketeers, that works towards

the advertising campaign. These students are opinion-leaders at their University/collegiate

school, and they sample Red Bull on their campus to raise the consumption of Red Bull. They

work to hit the targeted age group.

All of Red Bull’s commercial and print ads for the energy drink are cartoons. Red Bull uses

cartoon characters with a cartoon Red Bull can, so the audience can relate to the brand and make

it seem as if the brand is larger than life. The advertising campaigns for commercial and print ads

are very creative. Everyone will take time out of their day to watch a 30 second cartoon, or to

read a short cartoon. The ads involve a sense of humor and show Red Bull in a unique way.

Red Bull’s marketing strategies are exceedingly creative. The student marketing teams Red Bull

have, create campaigns that will reach the target market. Every advertisement through Red Bull

is created in a unique manner, and always draws the attention of consumers.

Red Bull dominates as the strongest brand, along with identity and image. Red Bull derives off

of their identity and image through the brand’s physique, culture and personality. The art, music,

extreme sports and challenging limits create a strong brand identity and image for Red Bull.

Red Bull and Monster are always competing against each other in the energy drink category.

Monster has had a lot of growth in their brand, but Red Bull continues to dominate in the

marketing field. Red Bull holds the highest energy drink brand market share since the company

was created in 1987.

Brand Analysis

The logo is a staple to Red Bull’s brand. Dietrich Mateschitz, the inventor of Red Bull, designs

everything for the brand from the headquarters in Austria. The brand began in the 1980’s when

Dietrich Mateschitz had a need for energy, and ordered an energizing drink in Hong Kong.

According to Red Bull News, the drink’s name was “krating daeng”, which translates to “Red

Bull”. Red Bull News says, “A strong drink represented by a powerful and virile image: this is

how the logo of Red Bull was built” (Red Bull, 1970). The logo has two bulls fighting under a

sun. The red bulls in the logo represent strength of the energy, while the yellow sun represents

energize for the energy drink. The logo stands out above other competitors, and Red Bull has

many products to win over all types of consumers. The Red Bull can is blue and red, with the

logo in the front spot.

Red Bull’s tagline is “gives you wings”, which furthers the brand in every aspect. Red Bull was

the first energy drink in the United States, and Dietrich Mateschitz made the logo with the

representation that the energy drink will make you feel as if you have wings. “gives you wings”

is very commonly spoken in the Red Bull headquarters and corporate offices. The brand does not

use sound as one of their identity elements, but the extreme, challenging limits, energetic and

daring self-image, can create an adventurous sound in the consumer’s mind.

Secondary Research Analysis

Red Bull is consumed at social gatherings, parties, work hours, etc. There are many reasons to

consume a Red Bull, which is why the product insights are so high. Grand View Research, Inc.

industry insights say “The global energy drinks market was valued at USD 43 billion in 2016”

(Energy Drink Market Analysis, 2016). There is a high demand for energy drink consumption,

and almost 40% of female and 60% of male consumers are purchasing energy drinks. “The

teenager consumer category has been projected to observe moderate growth and penetration in

the global market and the consumption of energy drinks by teenagers happens to be a status

symbol for the population, which will increase the market growth over the estimated year”,

(Energy Drink Market Analysis, 2016).

Red Bull’s energy drink was introduced in 1987, and is now sold in 171 countries. According to

Red Bull, “A total of 6.062 billion cans of Red Bull were sold worldwide in 2016, representing

an increase of 1.8% against an already very successful 2015” (Red Bull, 2016).

The mission statement for Red Bull is to uphold their standard, while maintaining the leadership

position in the energy drink category in a highly efficient and profitable manner, (Billion, 2013).

Red Bull has the vision of being the premier marketer and supplier of energy drinks to all parts

of the globe. Red Bull has the strengths of unique marketing, rapid growth, taste, loyalty and

high positioning in the market. Red Bull focuses on the sports and fitness regions of marketing,

because their product “Gives You Wings” and can make their consumers succeed.

Red Bull has an impeccable marketing strategy by participating in “buzz” marketing. They have

a Wings Team and Student Brand Ambassador program to reach the target market of the product.

They also have an intense way of distribution-mobile marketing. Experience has an article that

says, “Red Bull’s first marketing technique was to distribute and target teenagers and college

goers. Red Bull went around the cities full of Red Bull cars and distributed the drinks to anybody

who need energy – people like construction workers and joggers. That’s the power of guerilla

marketing- an new upstart can out run the big guys with a fraction of the money. All you

really need is buzz” (C, 2016).

Monster is Red Bull’s number one major competitor. According to Time magazine, Red Bull

holds 43% of the market share while, “Monster – A 39% market share. The company clearly

hopes to surpass Red Bull with Coke’s help, though Monster executives noted in their earnings

call last week that both Red Bull and Rockstar have gained share recently”, (Mitchell, 2015).

Monster Beverages are close to the market sales of Red Bull, but not quite as high.

Red Bull is a more expensive energy drink, so a higher income consumer would purchase this

product. A Red Bull Segmentation article says, “Red Bull target customer segment represent

busy individuals who are overly active in their personal and professional lives and who have are

fascinated by extreme sports” (Dudovskiy, 2016). Red Bull targets a lot of their advertisements

towards college students, and higher incomed individuals. Red Bull targets to extreme sports and

people who have the mindset to advance their career.

Red Bull. (1970, January 01). Red Bull News. Retrieved April 15, 2018, from

http://redbullgiveswings.blogspot.com/2011/10/what-do-you-know-about-redbulls-logo-t.html

Mitchell, D. (2015, May 11). Monster, Red Bull, Rockstar Ranked. Retrieved February

05, 2018, from http://time.com/3854658/these-are-the-top-5-energy-drinks/

Dudovskiy, J. (2016, June 22). Red Bull Segmentation, Targeting and Positioning.

Retrieved February 05, 2018, from https://research-methodology.net/red-bull-segmentation-

targeting-positioning/

Energy Drinks Market Analysis By Product (Alcoholic, Non-Alcoholic), Product Type

(Non-Organic, Organic, Natural), Target Consumer (Teenagers, Adults, Geriatric), Distribution

Channel (On-Trade, Off-Trade & Direct Selling) And Segment Forecasts, 2014 - 2025. (n.d.).

Retrieved February 05, 2018, from

https://www.grandviewresearch.com/industry-analysis/energy-drinks-market

Milestones 1987. (2016). Retrieved February 05, 2018, from http://energydrink-

us.redbull.com/en/red-bull-history

Billion, C. (2013, May 07). Red Bull. Retrieved February 05, 2018, from

https://prezi.com/scjdyqhfwsci/red-bull/

Buzz Marketing Success Story. (2017, August 04). Retrieved February 05, 2018, from

https://www.experience.com/advice/professional-development/buzz-marketing-success-story/

Primary Research Pretests

The primary research presented was to gain insights on college student’s perspective on the Red

Bull brand. The questions in the survey leads to the insights on students consuming Red Bull.

Focus Group Discussion Guide:

1. How are you today and tell me a little about yourself?

2. Do you consume energy drinks?

3. If so, what occasions do you consume energy drinks?

4. Have you ever tried Red Bull Editions, (such as, Blueberry, Cranberry, Kiwi-Apple,

Limeade, Acai Berry, Tropical Fruit)?

5. If so, would you ever try one again?

6. In the Summer 2018, we are coming out with a new edition called Coconut. Would you

try that?

7. Have you ever visited Red Bull’s website?

8. What is one word you would describe the Red Bull Brand as?

9. How much caffeine do you drink per day?

10. How much caffeine do you drink per week?

https://www.surveymonkey.com/summary/

I8xFMdmWkG_2F_2F2T4LKXzJ0raF03aFmmpB4RV_2BXpi9uIMygPUZ7jy0VEVPxzjobQih

After analyzing the results to the survey and focus group, there have been several findings to

share that will improve the Red Bull brand.

The focus group led to a result of advertising the editions more frequently than the original cans.

Everyone knows what a Red Bull is, but a small percentage of our participants know what Red

Bull editions are. For this to be in a higher demand, we need to show our consumers that we have

other products. Red Bull advertisements mostly include the Red Bull and Red Bull sugar free.

We can incorporate Red Bull editions within the advertisements and sampling, rather than only

showing the original flavors. With the Organics by Red Bull arriving, we need to create a higher

demand for Red Bull editions. The Organics line is caffeine-free, and offers as an alternative in

Red Bull.

The survey depicted a lot about Red Bull’s website. Every survey participant knew about the Red

Bull website, but little to none have visited the website. This shows that there needs to be more

engagement on the Red Bull website, since it includes access to event information, Red Bull

news and culture happening around us globally. The website is a huge part to the brand, yet we

need more engagement within online activities.

Creative Brief for Red Bull

Why are we advertising at all? We are advertising to convey to and gain new consumers that

believe Red Bull is a lifestyle. The more we advertise, the more Red Bull is globally known, and

can gain and sustain the recognition to be the number 1 energy drink.

What is the target audience? The target audience is teenagers and adults aged 18-35. We target

our occasions to sports, working, studying, driving, party and leisure.

What do they believe now? They believe Red Bull is the number 1 energy drink.

What is the single most persuasive idea we can convey? The most persuasive idea we can convey

is that Red Bull is the number 1 beverage brand, to create more impact around the brand.

What is our strategy? Our strategy is to identify opinion leaders and influential trendsetters

globally. We also identify the needs of consumers, what people want, and the changes they want

to see.

What are the mandates? The mandates are to utilize our resources and opinion leaders around us,

to make Red Bull the number 1 beverage brand, eventually.

Creative Execution

Print Advertisement:

Radio Spot:

Radio:30

“Red Bull Can You Make It”

This spot takes place outside of Red Bull headquarters in Austria. This spot explains the “Red

Bull Can You Make It” contest for college students.

SFX: MUSIC UP.

ANNCR: Fly it, bike it, walk it, run it, CAN YOU MAKE IT?

Put your books away this summer and come fly to Europe with us.

Trade us everything you have, for Red Bull that you will use as

currency to travel through 7 different countries.

Get it? Got it? Want it? Need it?

We need you, too.

RedBull.com. Don’t forget your wings.

TV Storyboard:

:30 TV

“Red Bull Can You Make It”

VIDEO: Open in on a street in Amsterdam

SFX: Upbeat, low volume music playing in the background.

VIDEO: Cut to college students trading cans of Red Bull to go Skydiving.

AUDIO:ANNCR (VO): 60 teams, 24 cans of Red Bull, 7 Countries and 1 winner. Red Bull Can You Make It?

VIDEO: College students running through Paris with Red Bull.

AUDIO:ANNCR (VO): Apply online at Redbullcanyoumateit.com

Social Media Plan:

The social media plan is to advertise Organics by Red Bull as much as possible, and to allow

consumers to interact with the product. Each Organics by Red Bull can will have a snapchat code

on it. Consumers can scan their phone while on the Snapchat app, to unlock a special filter after

purchasing an organic Red Bull. After consumers unlock this Snapchat filter, they can post it on

Twitter with “#OrganicsRed Bull”, and they may receive a coupon for a free can.

Direct Marketing Idea:

(For Alternative Advertisement)

Red Bull focuses most of their efforts into their annual events. Culture Clash is an event

approaching in August. Culture Clash brings artists (specifically hip-hop/rap artists) together

from different cultures to perform music from their genre and the other teams’ genre. This is an

event that is based on multiple rounds and a crowd reaction. The attendance for Culture Clash

last year was huge, so this is a direct marketing idea specifically for this event.

‘Virtual Clash’

With research on upcoming generations and the want for technology within these generations,

this idea will gain consumers and get them excited to attend Culture Clash. Consumers will

purchase a specified 4-pack of Red Bull at an on-premise sales account. This 4-pack is a

cardboard box that contains two clear lenses, and can be hand folded into new dimensions by

following the white dotted line. After the Red Bull is drank and the folding is completed, the

cardboard box turns into a I-phone holder, where consumers can download the Red Bull Radio

app and place the phone in the created box with the two clear eye lenses, to watch a virtual

reality advertisement for Culture Clash. This creates an introduction into one of Red Bull’s main

events, and hits the target market on the spot by incorporating what upcoming generations are

wanting to see.

The pictures below present a Red Bull 4-pack and a cardboard box i-phone holder with lenses to

watch a virtual reality commercial.