red bull stratos marketing case study

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A Case Study on Red Bull: “Stratos” Campaign

A Case Study on Red Bull: “Stratos” Campaign 7 min read

In the realm of marketing and adventure, few campaigns have achieved the level of notoriety and awe-inspiring impact as the Red Bull Stratos campaign. Red Bull, renowned for its daring and groundbreaking marketing strategies, orchestrated a truly unprecedented event that not only pushed the boundaries of human achievement but also marked a significant milestone in the annals of scientific exploration. At the heart of this campaign was Austrian daredevil Felix Baumgartner , a fearless individual chosen to undertake a skydiving project that would etch his name into history.

Red Bull Stratos was not just a conventional marketing ploy; it embodied words like dangerous, groundbreaking, earth-shattering, daring, and courageous. Conceived by the energy drink company, the campaign aimed to surpass records by orchestrating the highest-altitude jump ever attempted. On October 14, 2012, Felix Baumgartner ascended 24 miles into the stratosphere above New Mexico, suspended by a helium balloon, before taking a free fall that would test the limits of human courage and scientific understanding. During this breathtaking descent, Baumgartner not only shattered records but also achieved the remarkable feat of breaking the sound barrier without the aid of any engine power.

The live broadcast of this audacious endeavor marked a pivotal moment in the history of global social media events. Red Bull, leveraging its sponsorship of the jump, strategically utilized social media platforms to showcase the magnitude of its reach. This was not just a promotional stunt; it was a calculated move to demonstrate the company’s prowess and ability to make significant strides in the exploration of Earth’s outer layers. The campaign not only served as a testament to human resilience and courage but also contributed to human, medical, and scientific interests by advancing our understanding of the outer reaches of the Earth’s atmosphere. In essence, the Red Bull Stratos campaign transcended traditional marketing boundaries, leaving an indelible mark on both the commercial and scientific landscapes.

Campaign Elements – Social Media will never be the same again

The Red Bull Stratos campaign left an indelible mark on the landscape of brand engagement and social media reach, transforming the event into more than a mere promotional stunt. At its core, Stratos served as a unique community within the larger Red Bull brand , uniting individuals worldwide in their shared passion for witnessing daring feats and memorable moments that defy the ordinary.

YouTube emerged as the primary battleground for the campaign’s social media conquest. The live stream of the event shattered records, with a staggering peak of over 8 million concurrent viewers , surpassing the previous benchmark set during the 2012 Summer Olympics. Red Bull’s adept use of YouTube extended beyond the Stratos event, with the brand consistently posting adrenaline-fueled content, from dirt bike stunts to snowmobile tricks and the iconic Harlem Shake skydiving edition. This strategy catered to their niche yet diverse audience, predominantly comprised of high-energy young adults and teens with a penchant for motor sports, winter sports, skateboarding, and biking—an alignment that resonates with Red Bull’s overall brand identity.

Facebook and Twitter played pivotal roles in amplifying the Stratos narrative , each platform having its dedicated Stratos accounts. These platforms maintained a consistent target audience aligned with the broader Red Bull brand, primarily catering to males aged 18 to 34. The separation of Stratos accounts from the general Red Bull brand was strategically crucial, highlighting the campaign’s distinct mission: “Red Bull Stratos will attempt to make history and deliver valuable learnings for medical and scientific advancement that will aid the exploration of space in future years,” as articulated on its Facebook page. On Twitter, the slogan “Mission To The Edge of Space” underscored the campaign’s unique objective compared to Red Bull’s conventional “Gives You Wings” commercials.

The content shared on these platforms transcended the event itself, offering glimpses into the behind-the-scenes intricacies, interviews with Felix Baumgartner, and snapshots from Stratos museum exhibits. This multifaceted approach not only sustained engagement but also showcased the campaign’s commitment to transparency and its broader impact on medical and scientific advancement, cementing Red Bull Stratos as more than a marketing triumph—it was a cultural phenomenon that resonated across platforms, fostering a sense of community and anticipation for the next daring leap into the unknown.

Results of the campaign 

The Red Bull Stratos campaign stands as a testament to the power of strategic social media engagement, with success concentrated in a condensed timeframe that encapsulated the days leading up to the jump, the jump itself, and the aftermath.

YouTube served as a significant battleground for Red Bull’s social media triumph. The campaign triggered a substantial surge in subscribers, with an average daily growth of 2,142 subscribers, as reported by Socialbakers. Notably, the day of the jump witnessed the most significant spike, attracting a staggering 87,801 new subscribers. This surge catapulted Red Bull’s YouTube channel to a total subscriber count of 10.5 million, showcasing the campaign’s profound impact on expanding the brand’s online community.

On Facebook, Red Bull Stratos’ dedicated page experienced remarkable interactions on October 14, recording over 900,000 interactions and 83,000 shares . A standout post, illustrated in Figure 4, garnered nearly 460,000 likes, 18,000 comments, and 44,000 shares, solidifying its position as the most interacted-with post. Socialbakers’ analysis of reach and engagement suggested that this post could have reached tens of millions of people worldwide, underlining the campaign’s global resonance.

The Twitter front echoed the success seen on other platforms, with over 20,000 mentions in a two-day period . Crucially, the official Red Bull Twitter account did not experience a parallel surge, highlighting the distinctive impact of the Stratos account and its 127,000 followers specifically dedicated to the campaign.

The key to social media engagement lay in the campaign’s narrative specifics. Posts concerning the jump’s particulars, including delays, Felix Baumgartner’s preparation, and his safe landing, drew the highest levels of engagement across platforms. This nuanced approach to content creation not only capitalized on the audience’s anticipation but also cemented the Stratos campaign as a captivating success in the digital realm. In essence, Red Bull Stratos not only broke records in the stratosphere but also soared to new heights in the digital sphere, leaving an enduring mark on the brand’s online presence.

Concluding..

In the annals of marketing triumphs, the Red Bull Stratos campaign stands tall as a resounding success, achieving its scientific, marketing, and social media objectives with unparalleled flair. This endeavor, designed to break barriers and redefine the brand’s identity, emerged as a testament to Red Bull’s prowess beyond merely selling energy drinks.

The campaign not only shattered the sound barrier but also left a mark on social media records. With over 8 million simultaneous viewers and millions more engaging across various platforms, Red Bull Stratos set new standards in the digital realm. The event garnered coverage from 40 TV network stations and 130 digital outlets , while a single Facebook post reached over 2 million people within 40 minutes of Felix Baumgartner’s ground landing . Online conversations worldwide were dominated by Baumgartner, Red Bull, and the Stratos Mission, capturing 54% on Twitter, 26% on Facebook, 6% on blog sites, and 14% on other video platforms.

This triumphant campaign offers valuable lessons for future marketers and those embarking on social media endeavors. Firstly, the power of awe-inspiring and daring content cannot be understated. Red Bull’s ability to create and showcase something extraordinary captivated audiences globally. Moreover, the campaign demonstrated the importance of thinking outside the conventional marketing box, aligning brand values meticulously, and going beyond traditional advertising norms.

Harnessing the potential of social media was a pivotal strategy. Red Bull understood that in the age of interconnectedness, people yearn to be part of something significant. By leveraging popular hashtags like #livejump and #stratos, the brand ensured prolonged engagement, turning a one-time event into a lasting conversation. The campaign’s success also underscores the importance of proactively driving engagement, not merely waiting for it to happen organically. Red Bull took charge of the narrative, providing a platform for the public to discuss and share their experiences.

At the heart of it all was the content. Red Bull Stratos demonstrated the essence of effective social media campaigns — diverse, shareable, and creatively presented content. This campaign didn’t just reach for the stars; it went to the moon and back, leaving an enduring legacy that future marketers can draw inspiration from. In the intersection of daring feats, scientific breakthroughs, and digital dominance, Red Bull Stratos emerged not just as a campaign but as a cultural phenomenon, transcending expectations and setting a new benchmark for excellence in marketing and engagement.

Also Read: A Case Study on Budweiser: “Wassup?” Brand Campaign

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Red Bull Global Marketing Strategy 2024: A Case Study

Red Bull, the renowned energy drink brand, has become a global phenomenon with its innovative marketing strategies. By effectively positioning themselves as more than just an energy drink, Red Bull has successfully aligned their brand with extreme sports and an active, adventurous lifestyle. Let’s dive deeper into Red Bull’s global marketing strategy and explore the key elements that have contributed to their remarkable success.

One of the core pillars of Red Bull’s marketing strategy is their sponsorship and organization of extreme sports events. From Formula 1 racing and air races to cliff diving and snowboarding, Red Bull has successfully associated their brand with adrenaline-pumping experiences that resonate with their target audience.

To capture the attention of their audience, Red Bull creates high-quality videos, documentaries, and films that are showcased across various media channels including Red Bull TV, YouTube, and social media platforms. By engaging their audience with captivating content, Red Bull has established a strong brand presence in the digital landscape.

Furthermore, Red Bull has leveraged social media platforms like Facebook, Instagram, Twitter, and Snapchat to connect with their audience and drive digital marketing efforts. By maintaining an active social media presence and engaging with their followers, Red Bull has been able to foster customer advocacy and loyalty.

The recognizable slim, blue, and silver cans have become an iconic symbol of the brand, further reinforcing Red Bull’s energetic and adventurous image. Red Bull’s commitment to sustainability is also evident in their manufacturing process, as they produce 100% recyclable cans and utilize 80% renewable resources by having a single manufacturing location.

Red Bull’s marketing efforts extend beyond sponsored events and social media engagement. They actively engage in grassroots marketing by organizing localized events, supporting local athletes, and forming partnerships with communities. This approach allows Red Bull to connect with consumers on a personal level and build lasting relationships.

Key Takeaways:

• Red Bull has positioned itself as more than an energy drink, aligning with extreme sports and an active lifestyle.
• Their marketing strategy includes sponsorship and organization of extreme sports events.
• Red Bull creates high-quality content showcased across various media channels.
• They leverage social media platforms for digital marketing and customer engagement.
• The brand’s iconic cans reinforce its energetic and adventurous image.
• Red Bull engages in grassroots marketing through localized events and partnerships.
• They prioritize sustainability with 100% recyclable cans and renewable resources.

Understanding Red Bull’s Target Audience: Young Adults and Millennials

Red Bull, the iconic energy drink brand, has successfully captured the hearts and minds of young adults and millennials worldwide. This dynamic target audience is characterized by their thirst for adventure, individuality, and pushing boundaries. Red Bull’s marketing strategy aligns perfectly with these characteristics, positioning the brand as the ultimate energy booster for those seeking to fuel their active lifestyles.

With its bold and energetic branding, Red Bull has become synonymous with excitement and adrenaline. The brand’s high-impact marketing campaigns resonate deeply with young adults and millennials, who are constantly seeking new and thrilling experiences. Red Bull’s ability to tap into their aspirations and drive has made it a go-to choice for this target audience.

Adventure lies at the core of Red Bull’s marketing strategy, and it is evident in their association with extreme sports. By sponsoring extreme sports events and athletes, Red Bull creates a sense of awe and inspiration amongst young adults and millennials. The brand’s presence in the world of extreme sports allows them to connect with their target audience on a deeper level, reinforcing the brand’s image as a champion of pushing boundaries.

Millennials, in particular, pose unique challenges for marketers. They are known for seeking information from trusted sources rather than traditional advertising channels. Red Bull recognizes this and employs guerilla marketing tactics to capture attention and generate buzz around the brand. Through creative and unconventional marketing strategies , Red Bull manages to break through the noise and establish meaningful connections with their target audience.

One of the key factors contributing to Red Bull’s success is its ability to create emotional connections through brand experiences. By organizing and sponsoring events that cater to the thrill-seeking nature of young adults and millennials, Red Bull creates memorable moments that leave a lasting impact. These experiences not only enhance brand awareness but also significantly influence consumer purchasing decisions.

Red Bull’s commitment to engaging with its target audience is further demonstrated through its brand ambassador program, the Wings Team. The Wings Team focuses on creating unique and memorable activations to directly engage with consumers. Whether it’s distributing free samples at events or hosting interactive experiences, the Wings Team ensures that Red Bull remains top of mind among their target audience.

Global expansion has played a significant role in Red Bull’s growth and success. By strategically expanding their geographical presence, Red Bull has been able to reach young adults and millennials in more than 170 countries worldwide. This extensive global reach has allowed the brand to establish a strong market share and category leadership in the energy drinks industry.

In conclusion, Red Bull’s marketing strategy resonates strongly with their target audience of young adults and millennials who crave adventure, individuality, and pushing boundaries. By understanding and catering to the unique characteristics of this demographic, Red Bull has managed to create a brand image that captures their aspirations and drive. Through guerilla marketing tactics, emotional connections, and a global presence, Red Bull continues to dominate the energy drinks industry and remain a powerhouse among its target audience.

The Branding Power of Adventure: Red Bull’s Association with Extreme Sports

Red Bull has successfully built a powerful brand image that epitomizes adventure and exhilaration through its strong association with extreme sports. By strategically aligning itself with adrenaline-pumping experiences, Red Bull has become synonymous with daring feats and pushing the boundaries of what is possible.

The brand’s global marketing campaigns, featuring extreme sports athletes and awe-inspiring stunts, tap into the deep-seated desire of the target audience for thrilling adventures. Red Bull captures the imagination of young adults and millennials, uniting them under the shared values of living life to the fullest and embracing challenges head-on.

Through its partnership with extreme sports athletes, Red Bull showcases the thrill, excitement, and sheer adrenaline rush that can be achieved by embracing adventurous pursuits. By highlighting the extraordinary accomplishments of athletes like Felix Baumgartner and his record-breaking jump from the stratosphere in the iconic Red Bull Stratos campaign, the brand has solidified its status as a champion of extreme sports.

Red Bull’s association with extreme sports not only creates a strong emotional connection with its target audience but also positions the brand at the forefront of their pursuit for exhilarating experiences. By sponsoring and supporting various extreme sports events worldwide, Red Bull further reinforces its commitment to adventure, showcasing its products as the essential energy boosters for those who live life on the edge.

This association also resonates with the rising trend among millennials to prioritize experiences over material possessions. According to a global study, 77% of millennials prioritize experiences, such as adrenaline-pumping adventures, that create lasting memories. Red Bull’s brand image and marketing campaigns align perfectly with this mindset, providing the target audience with awe-inspiring experiences that they can share and cherish.

The Impact of Adventure Branding

Red Bull’s branding power, built on the bedrock of adventure and extreme sports, has propelled the brand to unparalleled success. The association with adrenaline-pumping experiences creates a strong and memorable brand identity that resonates deeply with the target audience.

The impressive statistics further demonstrate the tangible impact of Red Bull’s adventure branding strategy. The Red Bull Stratos campaign, for example, achieved global recognition with over 8 million views on YouTube, leading to a remarkable 20% sales increase in the US within a month of the event.

Moreover, Red Bull’s strategic event sponsorships and partnerships with extreme sports athletes have enabled the brand to expand into new markets and foster an emotional connection with customers. Brands with a strong social media presence, like Red Bull, also enjoy a 133% higher customer advocacy rate and see increased purchase intent as engaging branded content can increase purchase intent by 63%.

In conclusion, Red Bull’s branding power lies in its association with adventure and extreme sports. By capturing the spirit of adrenaline-pumping experiences and aligning them with its energy drink products, Red Bull has cultivated a devoted and enthusiastic following among young adults and millennials. Through its daring marketing campaigns and strategic sponsorships, Red Bull continues to inspire and engage its target audience, solidifying its position as a leader in the global energy drink market.

Balancing Global Consistency and Local Nuances: Red Bull’s International Marketing Strategy

Red Bull’s global success can be attributed to its strategic approach in balancing global consistency with local adaptation to resonate with diverse cultural contexts. While maintaining a consistent brand image worldwide, Red Bull recognizes the importance of embracing local nuances to establish a strong presence in each market.

As a global powerhouse in the energy drink industry, Red Bull sells 12.1 billion cans annually in over 177 countries [1] . The brand understands that effective marketing goes beyond a one-size-fits-all approach and requires careful consideration of cultural differences and preferences.

To achieve global consistency, Red Bull has established a strong brand identity characterized by its iconic red and blue cans and the memorable slogan “Gives You Wings.” This consistent visual identity creates instant recognition and reinforces the brand’s values and promise of energy and vitality.

However, Red Bull also recognizes the importance of contextualizing its marketing efforts to resonate with local consumers. By adapting their messaging and campaigns to align with cultural nuances and values, Red Bull ensures that it remains relevant and relatable in diverse markets. [Red Bull international marketing strategy]

Understanding Cultural Contexts

Each country has its unique set of customs, traditions, and cultural values. By deeply understanding these cultural contexts, Red Bull can tailor its marketing strategies to connect with local audiences on a personal level, fostering a sense of familiarity and trust. [cultural contexts]

For example, in Thailand, Red Bull’s packaging differs from the standard global design. In acknowledgement of the local brand Krating Daeng that inspired Red Bull, the Thai version features different packaging to pay homage to its roots. This approach showcases Red Bull’s commitment to honoring cultural traditions and adapting to local preferences while maintaining global consistency.

Localized Marketing Campaigns

Red Bull excels in creating localized marketing campaigns that capture the spirit of each market while staying true to the brand’s overall messaging. By leveraging local cultural elements and understanding the local target audience’s aspirations and preferences, Red Bull establishes a deeper connection with consumers.

For instance, Red Bull sponsors and organizes a variety of local events and competitions, ranging from extreme sports to unique cultural festivals. These events not only provide thrilling experiences but also allow Red Bull to immerse itself in the local communities and build genuine relationships with consumers. Studies show that 74% of event attendees are more likely to purchase from a brand after attending an event, demonstrating the impact and effectiveness of such localized strategies [4] .

The Power of Social Media

Red Bull harnesses the power of social media to engage with its global audience while respecting local differences. By maintaining a strong social media presence in each market, Red Bull creates opportunities for localized content creation and community engagement [global consistency, local adaptation] .

Through its social media platforms, Red Bull highlights local athletes, events, and cultural moments, celebrating the unique stories and talents of each market. This strategy not only generates localized content but also promotes a sense of pride and ownership among local consumers.

The brand’s commitment to social media has paid off. Brands with a strong social media presence witness a 133% higher customer advocacy rate [5] . By embracing the power of social media, Red Bull extends its global reach, amplifies its brand message, and builds deeper connections with its audience.

To navigate the complexities of global marketing, Red Bull engages in extensive market research to understand customer preferences and cultural nuances. Studies indicate that 79% of companies undertake at least five market research projects annually to gain insights into global markets and consumer behavior [6] .

Red Bull’s ability to balance global consistency with local nuances has cemented its status as a global leader in the energy drink industry. By respecting cultural differences and adapting its marketing strategies to each market, Red Bull stands out and establishes a deep connection with consumers [Red Bull international marketing strategy, cultural contexts] .

Next, we will explore the key pillars of Red Bull’s international marketing strategy, including content creation, experiential marketing, social media engagement, and data-driven decisions

Key Pillars of Red Bull’s International Marketing Strategy

Red Bull’s international marketing strategy is built on five key pillars that have contributed to its global success:

• Content Creation: Red Bull has mastered the art of creating captivating and shareable content. Through Red Bull TV, the brand provides adventure sports videos and high-quality documentaries that resonate with thrill-seekers and position Red Bull as a lifestyle brand for adrenaline junkies.
• Experiential Marketing: Red Bull goes beyond traditional advertising by creating unique experiences for its audience. The brand sponsors high-adrenaline events like Formula 1 races and Air Races, giving consumers the opportunity to witness extreme sports firsthand. This experiential marketing approach allows Red Bull to immerse its target audience in the brand’s culture and values.
• Social Media Engagement: Red Bull effectively leverages social media to engage its audience and encourage participation. The brand creates viral campaigns that resonate with its target audience and spark conversations. By actively interacting with users and sharing user-generated content, Red Bull builds a sense of community and fosters brand loyalty.
• Data-Driven Decisions: Red Bull embraces data and analytics to drive its marketing decisions. By analyzing consumer behavior and preferences, the brand can optimize its strategies, ensuring that its content and campaigns resonate with the right audience at the right time. This data-driven approach allows Red Bull to stay ahead of the competition and make informed marketing decisions.
• Influencer Marketing : Red Bull collaborates with top athletes and content creators to connect with its target audience on a deeper level. By partnering with influencers who embody the brand’s values and lifestyle, Red Bull can effectively reach and influence its target market. These collaborations not only drive brand awareness but also inspire consumers to push their limits and chase their dreams.

These pillars form the foundation of Red Bull’s international marketing strategy, allowing the brand to create compelling content, provide immersive experiences, engage with consumers on social media, make data-driven decisions, and leverage influencer partnerships. By focusing on these key areas, Red Bull has successfully built a global brand that resonates with its target audience and continuously pushes the boundaries of marketing.

Case Study 1: Red Bull Stratos – Pushing Boundaries in the Name of Energy

The Red Bull Stratos campaign exemplifies Red Bull’s commitment to pushing boundaries and showcases their brand identity. This extraordinary endeavor featured Felix Baumgartner’s historic jump from the stratosphere, capturing the world’s attention and cementing Red Bull’s position as a pioneer in extreme sports marketing.

During the live stream on YouTube, the Red Bull Stratos campaign reached unprecedented heights, with over 8 million concurrent viewers, surpassing previous records set during the 2012 Summer Olympics. This astounding viewership highlights the enormous global interest in the event and Red Bull’s ability to captivate audiences worldwide.

Red Bull’s YouTube channel experienced a significant increase in subscribers during the campaign period. On average, the channel gained 2,142 new subscribers daily, but on the day of the jump, it witnessed an impressive spike of 87,801 new subscribers. This surge demonstrates the immense traction generated by the Red Bull Stratos campaign and the brand’s appeal to a wide range of viewers.

The dedicated Facebook page for Red Bull Stratos recorded remarkable engagement on October 14, with over 900,000 interactions and 83,000 shares. One particular post received nearly 460,000 likes, 18,000 comments, and 44,000 shares, further emphasizing the global reach and impact of the campaign. These statistics underscore the significant engagement fostered by Red Bull Stratos on Facebook, elevating the brand’s presence in the social media landscape.

Twitter engagement for Red Bull Stratos soared during the campaign, amassing over 20,000 mentions within a two-day period. This widespread discussion and active participation on the platform signify the immense excitement and interest generated by the campaign and reflect the powerful influence of Red Bull’s marketing initiatives in the digital sphere.

The Red Bull Stratos campaign garnered extensive media coverage, with 40 TV network stations and 130 digital outlets reporting on this groundbreaking event. Online conversations surrounding Red Bull Stratos predominantly revolved around topics related to Felix Baumgartner, Red Bull, and the Stratos Mission. This comprehensive media coverage illustrates the immense impact and influence of Red Bull’s extreme sports marketing strategies, solidifying the brand’s position as an industry leader.

Cultural Adaptation: A Powerful Marketing Strategy

One of the remarkable aspects of the Red Bull Stratos campaign lies in its ability to adapt to different cultural contexts. Red Bull recognized the importance of tailoring its messaging to resonate with diverse audiences across the globe. By emphasizing cultural values and incorporating region-specific elements, Red Bull effectively broke down geographical barriers and connected on a personal level with its target audience.

Image: Red Bull Stratos

This case study of Red Bull Stratos highlights the power of cultural adaptation in international marketing. By understanding and embracing the values and interests of different audiences, brands can successfully penetrate international markets and achieve exceptional results.

Case Study 2: Red Bull Soapbox Race – Community Spirit with a Twist

The Red Bull Soapbox Race is a unique event that showcases Red Bull’s grassroots marketing tactics and their ability to foster community spirit. This quirky downhill racing competition brings together local teams to design and build their own non-motorized soapbox vehicles. The races take place in various cities around the world, with each event featuring unique themes and challenges relevant to the host city’s culture.

Red Bull’s localized approach to the Soapbox Race allows them to create a deeper connection with consumers by tapping into their sense of local pride and identity. By tailoring the event to the host city, Red Bull ensures that participants and spectators alike feel a sense of ownership and inclusion.

These localized events serve as a platform for Red Bull to engage with their target audience in a fun and exciting way. Attendees get to experience the thrill of watching the races and cheer on their favorite teams, creating a sense of camaraderie and community spirit. This type of experiential marketing resonates deeply with millennials, who prioritize experiences over material possessions. It allows Red Bull to create lasting memories and forge emotional connections with their audience.

Not only does the Red Bull Soapbox Race generate brand engagement during the event itself, but it also has a lasting impact on consumer behavior. According to a study, 74% of event attendees are more likely to purchase from a brand after attending an event. By providing an immersive and memorable experience, Red Bull is able to increase brand loyalty and drive sales.

In addition to the event itself, Red Bull leverages its strong social media presence to maximize brand exposure and create buzz around the Soapbox Race. They share videos and content from the races, showcasing the creativity and excitement of the participants. This strategic use of social media helps to extend the reach of the event and engage with a wider audience, ultimately boosting brand awareness and customer advocacy.

The Power of Red Bull’s Grassroots Marketing

Red Bull’s grassroots marketing approach, exemplified by the Soapbox Race, harnesses the power of localized events to build authentic connections with consumers. By combining fun and excitement with a sense of community, Red Bull creates a unique brand experience that resonates with its target audience.

This case study highlights the effectiveness of localized events in driving brand engagement and fostering a sense of belonging. Through the Red Bull Soapbox Race, Red Bull demonstrates their ability to tap into local culture and create memorable experiences that leave a lasting impact on consumers.

Overall, the Red Bull Soapbox Race showcases Red Bull’s commitment to grassroots marketing and their ability to connect with consumers on a local level. By creating unique and engaging experiences, Red Bull continues to solidify its brand presence and build strong relationships with its target audience.

Red Bull’s Remarkable Success: From Modest Beginnings to Global Recognition

Red Bull has achieved extraordinary success in the energy drink industry, solidifying its position as a dominant player with impressive sales growth, a significant market share, and substantial revenue. Since its founding in 1984, Red Bull has evolved from a modest startup to a global phenomenon, captivating consumers worldwide with its unique marketing strategies and unwavering commitment to excellence.

One of the key indicators of Red Bull’s success is its market share. In 2015, the brand held over 43% of the energy drink market, showcasing its unparalleled dominance in the industry. Building on this success, Red Bull sold a staggering 7.9 billion cans worldwide in 2020, underscoring its global triumph and market penetration.

To achieve such remarkable success, Red Bull employs a targeted marketing approach, focusing on the 18-35-year-old male demographic. By understanding the preferences and aspirations of this specific group, Red Bull has positioned itself as the go-to energy drink for active individuals seeking an energy boost.

The success of Red Bull can also be attributed to its commitment to product differentiation. With the original recipe variety as its primary driver of sales, Red Bull has effectively set itself apart from competitors, carving out a unique space in the market. This approach, combined with a premium pricing strategy, further reinforces the brand’s image of exclusivity and quality.

Red Bull’s global success is further propelled by its extensive presence in 171 countries worldwide. By ensuring availability across diverse markets, Red Bull has been able to tap into a massive consumer base, contributing to its widespread recognition and market reach.

In its pursuit of maintaining brand awareness and appealing to younger audiences, Red Bull allocates a significant portion of its resources to promotional activities, sponsorships, and publicity stunts. These strategic investments help Red Bull stay relevant and engage with its target audience effectively, reinforcing its position as a trendsetter in the industry.

Red Bull’s marketing strategy revolves around content creation at a professional level, actively collaborating with major media outlets to captivate its audience. By aligning itself with respected media platforms, Red Bull maintains its reputation as a credible and influential brand, further cementing its global recognition and success.

Red Bull’s accomplishments are further reflected in its impressive sales figures. In 2022 alone, the brand sold a staggering 11.582 billion cans of its renowned energy drink, generating substantial revenue of €9.68 billion. With a marketing budget estimated at €2.9 billion, Red Bull demonstrates its commitment to investing in strategic initiatives that drive its growth and market dominance.

Furthermore, Red Bull’s influence extends beyond just the energy drink market. The brand sponsors athletes in 73 countries globally, further solidifying its brand presence and deepening its connection with its target audience.

As a responsible global brand, Red Bull is dedicated to sustainable practices. The company owns a 100% recyclable can manufacturing location, conserving 80% of renewable resources compared to using multiple locations. Red Bull also invests in expanding its production capabilities, with a $250 million investment in a new facility in Glendale, Arizona, to meet increasing demand.

In the American energy drinks market, Red Bull has achieved tremendous success, capturing an impressive 75% market share. Despite a slow start and late expansion into the US in 1997, the brand has managed to establish a strong foothold and thrive in a highly competitive market.

With a diverse product portfolio that includes core products like Red Bull energy drink, Sugar-free Red Bull, and Red Bull Zero Sugar, as well as localized and special edition products tailored to different markets, Red Bull showcases its ability to adapt to consumer preferences while maintaining its brand identity.

The APAC region is another area where Red Bull’s marketing strategy showcases its adaptability. By employing local development strategies and curating product portfolios that match consumer tastes and preferences, Red Bull continues to gain traction and secure its position as a preferred energy drink brand.

Red Bull’s rise to global recognition did not come without challenges. The brand faced initial setbacks in Austria during its product launch in 1987. However, through clever word-of-mouth marketing strategies and targeted association with the nightlife industry, Red Bull managed to overcome obstacles and propel itself to unprecedented success.

Red Bull’s remarkable success is a testament to the brand’s commitment to innovation, differentiation, and understanding its target audience. Through its unique marketing strategies, global expansion efforts, and relentless pursuit of perfection, Red Bull has solidified its position as a global powerhouse in the energy drink industry.

Red Bull’s global marketing strategy has propelled the brand to unprecedented success, making it a benchmark for others in the industry. With its deep understanding of the target audience and a compelling brand identity, Red Bull has executed innovative campaigns that have captivated consumers worldwide.

By studying Red Bull’s marketing strategies, brands can uncover actionable strategies to achieve their own international marketing goals. They can learn the power of prioritizing experiences over material possessions, as 77% of millennials do, and leverage this insight to create engaging and memorable brand experiences.

The integration of branded content, when done right, can increase purchase intent by 63%, a lesson that brands can learn from Red Bull’s content marketing strategy. Additionally, Red Bull’s emphasis on sponsoring and organizing extreme sports events, coupled with its strong social media presence, has resulted in increased customer advocacy rates. Brands can follow suit by leveraging social media platforms and collaborating with influencers and athletes to expand their reach and credibility in the digital sphere.

In conclusion, Red Bull’s global success can be attributed to its strategic marketing mix , product innovation, premium pricing strategy, and extensive promotion efforts. Its unwavering focus on its target audience of 18-35-year-old males has allowed Red Bull to resonate deeply with its consumers. By adopting Red Bull’s actionable strategies and embracing innovation, brands can strive to achieve the same level of global recognition and success.

What is Red Bull’s marketing strategy?

Who is red bull’s target audience, how does red bull associate itself with extreme sports, how does red bull balance global consistency and local nuances in its marketing strategy, what are the key pillars of red bull’s international marketing strategy, can you provide a case study of red bull’s marketing strategy, how successful has red bull’s marketing strategy been, can other brands learn from red bull’s marketing strategy, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

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• David Aaker

The value of creative, edgy, and on-brand sponsorships.

On Sunday October 14, Felix Baumgartner rose more than 24 miles above the New Mexico desert in the 55-story ultra-thin helium “ Red Bull Stratos ” balloon, jumped off, and reached 830 mph during a 9 minute fall, setting records for both the height of the jump and the speed of descent. It was a Red Bull event and about 8 million of us watched it as it was happening. The post-event pictures on Facebook got nearly 216,000 likes and 30,000 shares in less than 40 minutes, and another 32 million-plus have seen the YouTube account since.

• DA David Aaker is Professor Emeritus at UC Berkeley and the vice chairman of Prophet

Partner Center

Marketing & Branding

• 28 Jan 2020

Red Bull's Marketing Strategy: What Your Company Can Learn

Effy Pafitis

This article is part of our ‘Marketing Strategies’ series, an in-depth look at how some of the world’s most successful companies promote their brand and their products.

For many business owners, compiling an effective and exciting marketing strategy can prove challenging. Therefore, it can sometimes be beneficial to look at what the marketing powerhouses of the world are doing, and take inspiration from their approaches and their successes. 

One such marketing powerhouse is the Austrian beverage giant, Red Bull – known almost as well for their daring and widespread campaigns as for their actual core product. This out-of-the-box approach hasn't deviated attention from its drinks range, though; in fact, it helped it gain a  leading 24.9% share  of the US energy drink market in 2019, selling more than  7 billion cans  globally during this period. 

To illustrate how the company has achieved this, we've taken a closer look at Red Bull's approach, in order to present a case study of what makes it so effective.

Red Bull's Marketing Strategy

By basing its marketing and advertising approach around promoting a high-energy philosophy for the lives of its consumers, Red Bull arguably sells a way of life rather than a simple energy drink product.

This is most prevalent in the range of extreme sporting events that it hosts and sponsors, working with influencers in the field and sharing captivating content that inspires its target audience to be more active and adventurous. In this way, Red Bull cultivates an emotional, authentic connection with its consumers, creating a loyal community of adrenaline enthusiasts, athletes, sporting spectators and more.

Its famous slogan, "Red Bull gives you wings!", is used across online and offline campaigns , delivered through television advertisements, print media, outdoor advertising, digital channels and, of course, Red Bull's own websites and microsites.

Customer Profile

In terms of identifying a customer profile , the brand clearly pinpoints key demographics to ensure its marketing messaging and placement is tailored. 

To that end, Red Bull's consumers are –  according to Numerator  – predominantly between the ages of 18 to 34, both male and female, with an average to high income, and with preferences for sports participation or spectatorship. They are defined as young, independent professionals, with lofty aspirations.

Red Bull collects the data required to identify this by inspecting its internal insights, such as website and digital campaign analytics, as well as conducting external market research . Relevant information is also collected through customer surveys, field trials and focus groups, with the company ensuring that its buyer profile is consistently updated. This ensures that their strategies continue to be both relevant and effective at all times.

As a reflection of this fairly broad profile, Red Bull's marketing delivery is diverse and eclectic, utilising a combination of online and offline channels to target its shoppers and expand its consumer breadth.

The key platforms it targets include:

Influencer Digital Marketing 

Red Bull masterfully uses influencer marketing to attract audience engagement, retain viewer attention and reinforce positive brand association among its consumers.

In keeping with its high-energy theme, the brand collaborates with a combination of carefully selected influencers – generally elite athletes and extreme sports personalities – such as Max Verstappen, Marc Márquez, and Letícia Bufoni. These ambassadors document their training and participation in sporting competitions, bringing this promoted content to their own audiences through social media, thus broadening the delivery of Red Bull's philosophy and promoting brand affinity to new viewers.

User-Generated Digital Content

The brand also utilises user-generated content across its own corporate social media profiles, essentially allowing its digital following to become micro-influencers. This further promotes a sense of inclusivity and community among its consumers and online fans, lending a unique, organic feeling to its digital presence.

Taking this one step further, Red Bull conducts an international photo competition every three years, called Red Bull Illume. This enormously popular contest aims to promote photography within the sphere of extreme sports and adventure, once again linking back to the brand's primary marketing objective. 

This provides a clear example of how Red Bull takes an innovative approach to its marketing, turning a simple tactic into a standalone campaign that succeeds in capturing attention and engagement.

Event Sponsorship 

Red Bull is well known for its sponsorships of sporting events, but in recent years it has taken this concept even further through its ever-growing portfolio of sports teams, including the Red Bull F1 and NASCAR teams, football clubs in New York, Leipzig and Salzburg, and ice hockey teams in Munich and Salzburg.

One of the core pillars of its marketing strategy, this offline practice is effective in underpinning the excitement around the wider brand and is a clear portrayal of its key philosophy to consumers and new audiences alike. 

The beverage giant also uses this approach to successfully differentiate itself from its competitors, and dominate its chosen consumer market by focusing on a delivery technique that innately stimulates a loyal community among its consumers.

TV Streaming and Advertising

Red Bull ensures that the excitement of its sporting events is also available online and is brought to digital audiences far and wide. The company owns its own video streaming platform, accessible through TVs, mobiles and tablets, and offers coverage of live events, while related sports, music, and entertainment content are also available on demand.

Despite its focus on online streaming, the brand does not neglect regular television, though. Red Bull invests heavily in TV advertising globally – so much so, in fact, that it was the  third most advertised  beverage in the US in the final quarter of 2018. Indeed, the brand ran over 3,000 TV ads throughout that period alone. 

The content of these adverts differs markedly from the action photography utilised across Red Bull's social media and influencer marketing, highlighting its understanding of the relevant content types and suitability for various platforms. The TV commercials consist of a series of witty, illustrated cartoon animations that play on controversial social and political themes.

Print Promotion

To ensure that the brand captures each segment of its target consumer group, Red Bull also invests in print promotion. As is consistent with the company's approach, it distributes its own print magazine, the content of which revolves around the typical Red Bull active lifestyle, sports and adventure themes.

The readership of this magazine also consists of a different audience compared to its online campaigns, therefore extending the brand's reach and awareness among its related demographic.

Red Bull is consistent in its marketing delivery, retaining its coverage across online and offline channels in its attempt to maintain a reputation for reliably producing and distributing enjoyable content.

However, to capture the attention of new audiences – as well as re-activate lost consumers – Red Bull also launches spontaneous campaigns and promotions, predominantly focused on raising brand awareness . The Stratos marketing campaign is a spectacular and memorable example of this periodic guerilla marketing.

Key Campaign 

Defined by the company as a "world-class, multi-stage, scientific flight test program", Red Bull hit global headlines in 2012 when it sponsored Austrian skydiver Felix Baumgartner's ascent to the Earth's stratosphere in a helium balloon – and his subsequent  jump from it . During this event – known as the Stratos project – Baumgartner became the first person to break the speed of sound during a captivating freefall that lasted for four minutes and 19 seconds.

The freefall was live-streamed through YouTube (and 280 other digital video delivery partners) to  some 52 million  global viewers, becoming the world's most-viewed live stream and a mainstream media phenomenon. The video of the jump inspired audiences around the world, capturing their imagination and igniting a global conversation around the ingenuity of Red Bull's campaign. As a result, Stratos generated more media attention than the brand could have ever dreamed of achieving with a regular marketing campaign – coverage worth an estimated earned media value in the  tens of millions . The event embodied the slogan "Red Bull gives you wings!" in possibly the most impactful way in the company's history.

In addition to the phenomenal coverage and significant brand affinity, the Stratos project also supplied Red Bull with unique photography that it would go on to use in its marketing campaigns for the ensuing years.

Indeed, the company experienced a bottom-line increase of 7% in sales within just six months of Stratos, garnering a total of $1.6bn in the US, while the project also earned Red Bull Media House a Sports Emmy in the category of 'Outstanding New Approaches [to] Sports Event Coverage'. 

Overall, the Stratos campaign is an extreme but excellent example of creative marketing, bringing people together and appealing to their curiosity for scientific innovation and personal development. Though this project was conducted on an enormous scale with a significant budget and boundless resources, budding businesses can still apply this theory to their own marketing campaigns, leveraging creative ideas relevant to their industries or brand identities, to begin memorable conversations among consumers.

Red Bull's marketing strategy effectively appeals to its target consumers and organically earns their valuable engagement. The company raises brand awareness through various channels, ensuring all content used accurately reflects Red Bull's brand identity – and thereby driving positive association through the use of this exciting, active, sporting subject matter.

While the company is able to implement these processes and ideas on a grand and spectacular scale, their successes in marketing still offer many teachable lessons for small business owners, too. Indeed, many of the techniques that Red Bull implements are readily available to any entrepreneur, even if their execution and reach are significantly different. Remember to keep your marketing approach and activities authentic to your brand, experiment with various methods, content forms and mediums, and – above all – focus on inspiring your consumers!

In the meantime, if you want to learn more about how the world's biggest brands market their products, then take a look at our marketing breakdowns of Starbucks , Netflix , Harley-Davison and Airbnb , too!

What else can be learned from Red Bull's marketing campaigns? Let us know your thoughts and insights in the comment section below!

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Food and Drink

Uncovering The Red Bull Marketing Strategy – A Case Study

Supti Nandi

January 17, 2024

In the world of energy drinks, the first name that pops into your head is “Red Bull”! Isn’t it? Why? Due to the tagline- “Red Bull gives you wings.” That’s where Red Bull marketing strategy comes into play.

By the way, don’t you wonder how Red Bull became synonymous with energy drinks? Afterall, the formula of energy drinks of all brands is more or less the same.

Just like I wrote above- effective brains of Red Bull marketing strategy includes revolutionary ad campaigns, it successfully created a strong brand identity.

So strong the brand’s name has become that it won over millions of admirers and maintained a loyal customer base!

Now here comes the intriguing part- What exactly did Red Bull do in marketing that it became a rising star straight away from Austria?

That’s what we will uncover in this write-up. Stay tuned!

(A) Red Bull Marketing Strategy: A Brief Overview

As you all know, Red Bull is a multinational energy drink company that has been able to dominate the energy drink industry with its unique marketing strategies.

Before diving into the details, let me give you a summary of the key aspects of Red Bull Marketing Strategy-

In the next sections, we will dive into some crucial facts on Red Bull Marketing Strategy.

(B) What is the unique selling point (USP) of Red Bull?

The unique selling point of Red Bull is its powerful and swaying slogan- “Red Bull gives you wings.” This slogan represents the idea of the energy drink brand that once you consume it, your performance will drastically improve with the energy provided in the drink. Thereby, you can achieve your goals.

Sounds interesting! Isn’t it?

This is quite similar to the motivation factor. As it is said you act the way you feel. So, irrespective of the secret formula of the drink, if you strongly believe that an energy drink will improve your performance, then by consuming it your performance will automatically improve. And the caffeine content plays its part as well to increase your metabolism that’s crucial for any physical activity or thrilling adventure.

The secret lies in your hormones i.e. Adrenaline (Fight or Flight hormone). So yes, apart from the caffeine and other nutritional content of the drink, the tagline is equally important to win the heart of the consumers.

That’s how the tagline as well as its formula (Caffeine, vitamins,  etc.) are the unique selling point of Red Bull.

(C) Who is Red Bull’s target audience?

If you randomly or carefully observe the ad campaigns of Red Bull, then you will see that the brand mostly associates itself with sports activities and thrillers.

Red Bull’s target audience is predominantly young and adventure-seeking individuals in the age group of 18-34 years old. It ecompasses both male and female demographics. Hence, it tailors its events and marketing strategies specifically with this target audience in mind.

In short, Red Bull aims to appeal to consumers with a strong appetite for high-risk activities and experiences.

(D) What/Who is Red Bull’s Biggest Sponsor?

Red Bull’s biggest sponsor is Oracle. Recently, they announced a new deal. Guess what? This is reportedly the biggest sponsorship deal ever in Formula 1.

This partnership represents a significant investment, showcasing the value that brands see in connecting with high-profile sports teams such as Red Bull Racing.

To the uninitiated, let me tell you, Oracle is an American multinational computer technology corporation that had already sponsored in 2021. Later, it increased its involvement to become the primary partner of Red Bull.

The fact that was more surprising to folks was- Oracle not only provided financial support but also contributed significantly to Red Bull.

Additionally, according to GlobalData’s report, the highest-spending sponsor brands for Red Bull Racing include Oracle, Bybit, Honda, ExxonMobil, and Tag Heuer.

(E) Who is Red Bull’s Biggest Competitor?

Red Bull faces competition from several major players in the energy drink and beverage industry. Some of its key competitors are-

• Monster Drink
• Rockstar Energy

So, the biggest competitor of Red Bull is Monster Drink. Let me give you another surprise! We have thrown a detailed comparison analysis on Red Bull vs Monster Drink . We have compared various aspects of both the energy drinks like content formula, business perspective, market dominance, etc.

So quickly check out the article “ Red Bull vs Monster Drink .”

Some other players competing with Red Bull in the beverage industry are-

As per some reports , Monster drink is expected to dominate the energy drinks sector, but it continues to face competition from Red Bull.

(F) 4Ps of Red Bull Marketing Strategy

Red Bull marketing strategy is all about creating exciting experiences that connect with its target audience, even if they’re not into energy drinks. They’ve done some eye-catchy things like sponsoring extreme sports, making viral videos, and even starting a record label. 

All of this is to bring their slogan, “RedBull Gives You Wings,” to life and make a strong emotional bond with their customers.

Now, let’s break down their marketing mix strategy involving 4 Ps-

(F.1) Product

• Unique Features: Red Bull stands out for its unique flavor, high caffeine content, and energizing effects.
• Ingredients: In addition to the typical nutritional information, Red Bull contains taurine, an amino acid known for boosting antioxidant activity in the body.
• Packaging: The distinctive packaging, featuring two bulls facing each other with red and orange colors, aims to evoke passion, aggression, and action, contributing to the brand’s image.

(F.2) Price

• Target Audience: Red Bull aims at young individuals aged 15 to 35, focusing on values like energy, power, and fun. This age group is ready to pay the price for anything that offers the best value of money. Hence, Red Bull effectively utilized this golden opportunity.
• Quality Perception: the pricing strategy implies that Red Bull customers prioritize the quality of the product over its cost.
• Premium Reputation: The cost aligns with the premium reputation of the beveragem reinforcing the idea that the product is worth its price.

(F.3) Place

• Distribution Channels: Red Bull is available in various places, including supermarkets, bars, online, cafeterias, hotels, etc.
• Global Presence: The product is sold in 171 different countries, showcasing a broad international presence.
• Sponsorship and Universe Creation: Beyond distribution, Red Bull has created a universe of sponsorship, participating in events and activities that align with its brand image.

(F.4) Promotion

• Unique Marketing Approaches: Red Bull is known for its unconventional marketing strategies, such as sponsoring extreme sports events, creating viral videos, and even establishing a record label.
• Iconic Slogan: The slogan “Red Bull Gives You Wings” has been a consistent and iconic part of their promotional efforts since 1987, symbolizing the energy and confidence the brand provides.
• Versatility of Slogan Usage: The slogan is used across various promotional mediums, from advertisements to merchandise, making it instantly recognizable and closely associated with the brand.

In short, Red Bull’s marketing mix strategy combines a unique product offering with strategic pricing, extensive distribution, and innovative promotion to create a strong and distinctive brand identity in the energy drink market.

(G) Unlocking Red Bull’s Advertising Strategies

Red Bull goes big when it comes to advertising, pouring in millions to ensure their products stay in the minds of consumers. Let’s explore the key elements that make their advertising strategy a soaring success.

(G.1) Maximizing the Potential of their Slogan

At the heart of Red Bull’s messaging is their powerful tagline, “Red Bull Gives You Wiiings.” This slogan isn’t just catchy; it’s a declaration that their drink provides the energy and power needed to chase dreams. It’s more than a tagline; it’s a promise. Do you know they had to change the spelling of “wings” to “wiiings” due to a controversy?

(G.2) Maintaining Consistent Visual Branding

Red Bull’s success isn’t just about words; it’s also about visuals. Their vibrant colors, distinctive logo, and visually striking content convey the message: “We give people the energy to do anything.” From warm hues to fascinating experiments, their visual identity is as energetic as their product.

(G.3) Developing a Strong Core of Content

Red Bull’s content is a powerhouse covering extreme sports, festivals, and the fast-paced lifestyle their product embodies. From heart-pounding sports to music, art, dance, and nightlife, Red Bull’s content is a dynamic mix that appeals to a diverse audience, making it accessible to everyone.

(G.4) Social Media Mastery

Red Bull dominates on social media, especially on platforms like Facebook. Their page is a visual feast, featuring artistic videos with stunning visuals, music from their record label, and coverage of sports and events that resonate with their audience. It’s not just marketing; it’s an experience.

(G.5) Sponsorships and Events

Key to Red Bull’s strategy is their dynamic sponsorship and event initiatives. Whether it’s jaw-dropping publicity stunts, events they create, or sponsorship of other high-energy experiences, Red Bull doesn’t just advertise; they immerse themselves in the scenes their audience loves.

(G.6) Student Marketer Program

Red Bull stands out with its Wings Team, a unique student marketeer program. Instead of just using students as ambassadors, Red Bull lets them actively contribute to their marketing efforts. It’s a dynamic approach that sets them apart from the crowd.

(G.7) Advertising Budget Soars to New Heights

In 2020, Red Bull flexed its financial muscle with a sponsoring and advertising budget of around 1.6 billion euros. This hefty investment primarily fueled their involvement in extreme sports events globally. From premium ad units to a multi-format approach (digital, print, and national TV), Red Bull strategically allocates its budget for maximum impact.

In a world where energy is everything, Red Bull doesn’t just sell a drink; it sells a lifestyle, and their advertising strategy is the wind beneath their wings.

(H) Uncovering the secrets of Red Bull Marketing Strategy

Red Bull has soared to new heights not just with its energy drinks but also through groundbreaking campaigns that have left an indelible mark on marketing history.

(H.1) Stratos Campaign: Touching the Skies, Inspiring the Masses

The “Red Bull Stratos” campaign wasn’t just iconic; it was a historic leap. Austrian skydiver Felix Baumgartner’s dive from near-space, 23 miles above the Earth, captivated the world. This extraordinary display of human achievement, funded and orchestrated by Red Bull, generated massive media attention and estimated coverage worth millions of dollars.

(H.2) Red Bull Racing: Racing into New Horizons

The success of the “Red Bull Racing” campaign not only thrilled fans but also propelled the brand into new markets. This venture showcased Red Bull’s ability to combine adrenaline-pumping content with effective marketing, expanding its reach and fan base.

(H.3) Social Media Marvels: Building Bridges with Fans

In the digital realm, Red Bull has crafted effective social media campaigns, leveraging the power of influencers to create emotional connections with their audience. This modern approach has played a pivotal role in keeping the brand relevant and engaging with its customers.

(H.4) Red Bull Gives You Wings: A Slogan That Soars

The iconic slogan, “Red Bull Gives You Wings,” has been more than just words; it’s become synonymous with the brand. From advertisements to merchandise and even on the can itself, the slogan has become a powerful tool, instantly recognizable to millions globally, contributing significantly to the brand’s success.

(H.5) Extreme Sports Fusion: Beyond the Drink

While Red Bull may sell energy drinks, its marketing strategy extends far beyond mere beverage sales. The founder strategically associated the brand with extreme sports events, creating a unique identity that sets Red Bull apart in the market.

(H.6) Diverse Event Engagement: Sports, Music, and More

Red Bull’s involvement in various sports like soccer and ice hockey is diverse, but the spotlight remains on extreme sports. The company strategically places emphasis on events that align with its high-energy brand image.

(H.7) Guerrilla Marketing: Creating a Buzz

Understanding the power of popularity, Red Bull implemented guerrilla marketing, strategically placing empty cans to create the impression that everyone was consuming their drink. This unconventional approach proved successful, adding another layer to Red Bull’s innovative marketing strategies.

That’s how, Red Bull’s global marketing strategy doesn’t just sell a drink; it taps into the emotions that move people. With a blend of groundbreaking campaigns, iconic slogans, and a strategic presence in various realms, Red Bull has established itself as a dynamic force in the world of marketing.

(I) Unveiling the Experimental Marketing Strategy of Red Bull

Red Bull has not only conquered the energy drink market but has also soared high in the realm of experiential marketing. Let’s unravel the unique strategies that have allowed Red Bull to connect deeply with its audience through events.

(I.1) Flugtag Race: Soaring Beyond Limits

Participating in events like the Flugtag Race, Red Bull demonstrates its prowess in connecting storytelling, brand building, and customer experiences. The company seamlessly engages consumers while promoting its brand identity, fostering a connection that goes beyond just selling a product. 

Events like these contribute to Red Bull’s loyal customer base and position it as a leader in the competitive energy drink market.

(J) Red Bull’s Digital Symphony: Crafting Immersive Journeys Online

Red Bull doesn’t just stop at physical events; it extends its reach through a dynamic digital marketing strategy, creating engaging experiences for its audience across various online platforms.

(J.1) Targeting the Right Crowd: Young, Active, and Adventurous

The key to Red Bull’s digital success lies in understanding its audience. The brand focuses on young, active individuals with a penchant for extreme sports and adventure. By tailoring their digital content to this demographic, Red Bull ensures that it resonates deeply with the very consumers it aims to capture.

(J.2) Soaring and Eye-Catchy Content: Videos, Articles, and Social Media Adventures

Red Bull’s digital content is not just about pushing products; it’s about creating an immersive experience. From thrilling videos to insightful articles and engaging social media posts, the content features extreme sports athletes and events sponsored by Red Bull. This strategic blend ensures that the brand remains not just a beverage but a lifestyle choice for its audience.

(K) What Red Bull Marketing Strategy Teaches Us?

Red Bull’s marketing plan sparks debates globally, even among those who may not sip their energy drinks. The brand’s omnipresence, from our refrigerators to outer space, demonstrates that an unconventional approach to marketing can create a universal impact.

In essence, Red Bull teaches us that marketing isn’t just about selling a product; it’s about crafting experiences that resonate with the audience, be it through heart-pounding events or immersive digital journeys. The brand has truly mastered the art of not just being a drink but a lifestyle choice for its diverse and devoted consumer base.

(L) Why is Red Bull so successful?

Red Bull’s unparalleled success can be attributed to its masterful blend of experiential marketing, digital prowess, and a brand identity that transcends mere energy drinks. The brand’s commitment to crafting unforgettable experiences through events like the Flugtag Race establishes a genuine connection with consumers, fostering brand loyalty. 

In the digital realm, Red Bull goes beyond conventional marketing, engaging its target audience of young, adventurous individuals through captivating content on social media, websites, and mobile apps. The iconic slogan, “Red Bull Gives You Wings,” isn’t just a tagline – it’s a symbol of empowerment and a key factor in the brand’s global recognition. Red Bull’s diverse involvement in extreme sports, music, and various events ensures a broad appeal, making it more than just a beverage but a lifestyle.

 In essence, Red Bull’s success lies in its ability to create a brand experience that extends far beyond the confines of a can, resonating with a diverse and enthusiastic audience worldwide!

(M) Wrapping Up Red Bull Marketing Strategy

Red Bull marketing strategy is a case study in successful brand promotion. The company maintains a strong focus on interpreting the products’ relevance to the target customers at a local level, allowing room for growth and adaptability. Red Bull also prioritizes raising brand awareness through various channels and ensuring that all content accurately reflects the brand’s identity. Their marketing efforts have been found to be highly effective in influencing young consumers’ behaviors, as highlighted by a study conducted by the University of Leeds. 

Ultimately, Red Bull’s success story demonstrates how an effective marketing strategy can propel a brand to international recognition!

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7 Social Insights from the Red Bull Stratos Marketing Campaign

January 19, 2021   •   6 min read

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To understand Red Bull Stratos we must acknowledge that at its core this whole experiment was a commercial endeavor. The real objective was to make every person in the world love Red Bull. Only time will tell if Red Bull sales increase commensurate to the Red Bull Stratos marketing spectacle, but we can already see the brand impact of this campaign using the big data processing power of our Social Performance and Campaign Performance Monitor tools .

The answer is that this Red Bull marketing campaign was not only unprecedented scientifically, it was also unprecedented from a brand marketing perspective. Red Bull Stratos is the clearest example we’ve ever seen of the new wave of advocacy driven brand marketing that we call Engagement@Scale. Here is what we learned from Red Bull’s marketing campaign:

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There has never been a social marketing campaign like Stratos

Stratos campaign engagement transcends ‘plus 1’ or ‘like’, red bull stratos’ brand impact was priceless, social marketing campaign conclusion.

Our Social Performance and Campaign Monitor tools are built upon the most cutting edge big data technology in the world. They simultaneously track the activity of 30,000 brands and 100,000,000 social accounts across every major social platform every 15 minutes every day, but the level of activity associated with this campaign exceeded anything we’ve ever seen. From a vanity metric perspective alone, the campaign was astounding:

Fact 1: 2,000,000 unique consumer actions

There were more than 2,000,000 specifically identifiable consumer actions associated with Red Bull Stratos. Half of those actions (1,000,000 unique consumer actions!) occurred on the day of the jump.

Fact 2: 1,000,000 distinct Stratos participants

1,000,000 distinct user accounts contributed to the social conversation surrounding Red Bull Stratos. If you subscribe to the traditional model that for every 1 person creating content, there are 90 more lurking around and reading it, that suggests an audience of at least 90,000,000 following the campaign.

Fact 3: 2,000,000 new subscribers acquired

2,000,000 new accounts subscribed for Red Bull updates across all brand presences in the space of 15 days. These are engaged and interested subscribers, not ones acquired through display advertising or by gating a piece of content, and are a high quality audience that Red Bull can now directly interact with for months and years to come.

There were huge amounts of activity associated with Red Bull Stratos, but more importantly that activity indicated a high level of quality engagement that is quite unusual. Frequently, marketing campaigns are dominated by simple ‘likes’ or neutral commentary from the masses, but Red Bull Stratos was unequivocally positive and elicited meaningful interaction from people around the world.

Fact 4: 820,000 pieces of extremely positive content created

82% of the peak consumer activity associated with Red Bull was unequivocally positive (what we call ‘very positive signal’). On a base of 1,000,000 consumer actions that means there were approximately 820,000 pieces of Red Bull related consumer media that were unequivocally positive. To provide some context on this number in the exact same time period the next best performer was Starbucks with approximately 25% very positive signal.

Fact 5: 400% increase over average length of consumer engagement

Consumer posts and updates created throughout Stratos were not only positive, but they increased in length by more than 400% from standard engagement and only got longer over time. Length of a consumer generated post is a proxy for time and interest in a topic, so this kind of increase is a huge indicator for the depth of engagement within the Stratos audience. People were not just hitting the retweet or like button on status updates. They were actively participating in the world’s largest watercooler conversation.

Fact 6: 50,000 distinct links shared

Red Bull’s marketing stunt remained at the heart of the discussion from start to finish. Dachis Group tracked more than 50,000 distinct links shared in the context of the Stratos campaign. But every one of the top 10 pointed to a Red Bull or Red Bull Stratos digital channel. This is a marketers dream. Stratos didn’t just feature Felix Baumgartner and a fall through the sky, it featured Red Bull branding in the context of nearly every comment or interaction at a massive scale.

The most powerful form of brand marketing is trusted consumer generated messaging. By this measure, Red Bull Stratos established new highs for brand marketing in every way.

Fact 7: 61,634,000 trusted impressions generated

Stratos conversation generated more than 61,634,000 likely impressions across social channels. That means Red Bull garnered more than 60 million instances of peer-validated earned media through social as a result of Stratos.

Marketing has transitioned from a world of broadcast marketing to a world of peer to peer interaction. The future of brand marketing in digital and mobile channels is driven by trusted brand-related engagement (advocacy). Advocacy platforms are now the best way to create purchase intent for brand marketers. The challenge has been to generate advocacy in a scalable way since you can’t just throw money at the problem like you can with broadcast advertising.

Through this lens Red Bull has done something remarkable with Stratos. They’ve created a mass advocacy campaign built on top of more than 60 million trusted consumer impressions – 82% of which were unequivocally positive. It is impossible to achieve this goal with a television advertisement or any other broadcast medium. You can buy impressions, but you can’t buy trust. No company has ever triggered brand advocacy at this scale and short of a similar flawlessly executed spectacle on this scale, it’s unclear that it will ever happen again. In that sense, Red Bull Stratos was a priceless brand experience that will almost certainly impact Red Bull’s business performance in a significant way.

Campaign and Case Study Methodology:

At Dachis Group, we focus on brand outcomes because we know that earned media generated online has a real impact on purchase intent and purchase incidence. Our Social Business Index tracks 30,0000 of the worlds largest brands across more than 100,000,000 social accounts and captures all consumer activity associated with those accounts. In addition, our campaign performance and media monitoring tool can identify interactions that occur around brand generated content or brand-related topics. As a result we have access to a clean, brand-oriented data set that tells us the real brand impact of social marketing campaigns.

This post was authored using data provided by Ray Renteria from Dachis Group’s Social Business Intelligence platform.

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Six marketing lessons from Red Bull Stratos

The success of the Red Bull Stratos project underlines a broad cultural shift in marketing where brands are attempting to improve society, not just their bottom lines, writes Nicola Kemp

It was a greater feat than any 30-second spot has ever achieved: skydiver Felix Baumgartner dropped from near-space (23 miles high) back to the Earth’s surface.

It was an astonishing display of the value of human endurance, of adventure, investment and commitment. The fact that this mission to the edge of space was, in fact, funded and created by a brand is, quite simply, remarkable.

Having achieved 8m concurrent views of the spectacle on YouTube, there is no arguing that Red Bull’s Stratos project was an astonishing leap forward in marketing, but it also delivered something far bigger than eyeballs.

The fact is, a brand both created and funded a mission to the edge of space that will create data and insight that could benefit NASA. As one viewer tweeted: ‘That awkward moment when you realise an energy drink has a better space programme than your nation.’

Stratos was not a CSR project, but is far more than a marketing campaign. While commentators have already waxed lyrical about it as the very pinnacle of content, marketing experts believe that this diminishes the scope of the achievement.

James Murphy, editorial director at the Future Foundation, says Stratos shows that Red Bull isn’t solely a provider of content anymore. ‘This is the purest example of the brand as a story; the brand itself has become content,’ he explains. Murphy believes the scientific and technological pay-off of the campaign reflects a level of sophistication that conventional CSR couldn’t reach. 

1. Embrace a sense of purpose

‘Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?’ Steve Jobs’ pitch to John Sculley – the Pepsi-Cola CEO whom Jobs brought in to run Apple – probably wouldn’t wash with Red Bull founder Dietrich Mateschitz.

Red Bull Stratos has not only underlined the brand’s authentic link to extreme sport and innovation, it has also provided its employees with a motivation bigger than selling sugar water (or energy drinks for that matter) for the rest of their lives.

James Whitehead, executive partner at JWT – the agency that, in a clever bit of marketing, sent a Kit Kat bar 22 miles into space to celebrate fearless Felix – says people want more of a relationship with brands. ‘They want to be involved with them and share them, so [brands] need to have a bigger purpose and a conscience that extends beyond sales,’ he says.

2. Beyond Big Society: do more than grow your bottom line

Consumers may have expressed discomfort at David Cameron’s vision of Big Society, but Red Bull Stratos raises difficult questions about marketing taking off where government funding ends. ‘Red Bull has taken science forward and no one is questioning it. Whether you agree that this will benefit NASA or not, there is no doubt that it is fuelling a passion for science,’ says Sav Evangelou, executive creative director at Kitcatt Nohr Digitas. He believes there is a huge opportunity for brands to carry this shift forward if they can share knowledge or deliver progress to society, whether it is through education or investment.

Sean Kinmont, managing partner, creative director at 23red, says the main thing marketers can learn from Red Bull Stratos is that ‘higher order’ benefits can be generated by things other than charitable links or associations with good causes. ‘People can be equally inspired by feats like this one, which take them vicariously into self-realisation, courtesy of the brand,’ he says.

3. Move beyond ROI: pitch for emotional impact

Space exploration appeals to noble human interests: the desire for adventure and a belief in the power of science. James Kirkham, managing partner at Holler, says that for a certain generation Stratos has become an ‘I was there moment’, which has created ‘almost an unfair benchmark’ for marketers.

While media coverage has focused on the volume of You Tube hits, the true scope of Stratos’s achievement reverberates far beyond the marketing fishbowl. In fact, Red Bull itself has blocked agencies involved in the project from talking to the press because it doesn’t want the event to be viewed as a marketing stunt.

‘The industry is obsessed with media coverage, but the real opportunity is earning the right to speak to consumers. Red Bull did this by capturing the imagination of millions of people,’ says Evangelou.

The message is clear: to be truly great, brands must transcend ROI.

4. Embrace ‘extreme marketing’

Of course, not every brand has a fearless Felix to deliver moments of greatness, but you cannot ignore the pace of change in the market. Rewind to 2008, when Honda secured reams of coverage with its live sky-diving ad on Channel 4. However, chances are you probably cannot remember the ad, and it is unlikely to grace the pages of history for delivering anything other than PR for Honda.

Russ Lidstone, chief executive of Havas Worldwide London, says that with Stratos, Red Bull has in effect created a school of Œextreme marketing¹.

Red Bull has built credibility through its support for extreme-sports athletes, the creation of current F1 champions Red Bull Racing and through building a range of events from the ground up. In short, Red Bull could never be accused of simply badging events.

5. Behaviour trumps brand values

The Stratos project also hints at a wider shift in marketing in the digital age: it is no longer enough to obsess over brand valuation and image. Consumers are increasingly demanding that brands prove their worth, a shift that has huge implications for marketers.

Patricia McDonald, executive planning director at Glue Isobar, says that in an age of participation, brands are facing up to a fundamental shift. ‘Brands need to ask themselves what they do for people. It is bigger than marketing: from supply chain to distribution, it’s the fundamentals of how a business behaves,’ she says.

The world’s greatest brands have changed consumer behaviour not just to boost their own bottom line, but to actively improve people’s lives. This is typified  by Nike, which created Run London and has invested in giving people greater access to sport, in an effort to tackle the growing problem of sedentary behaviour, arguably one of the biggest challenges of our time.

Lisa MacCullum Carter, managing director of Access to Sport at Nike, says: ‘Underpinning the London Olympic Games was a commitment to ‘inspire a generation’. Although elite and professional sport can inspire and encourage young people, it cannot on its own increase participation levels and access. Funding is crucial, but effective change will require unprecedented collaboration and action from governments, communities, corporations and civil society.’ Many analysts believe this collaborative approach will underpin the future of marketing for good.

6. Place commitment above all things

Back on Earth, there will doubtless be marketers rolling their eyes at the notion that they should ‘pull a Red Bull’. So here is the killer fact to empower each and every marketer: experts estimate that Red Bull’s investment in marketing is 30% to 40% of its revenues. It is a marketing-driven business model in the truest sense. If you won’t invest in your products and services, staff and brand, why would you expect your consumers to? You can’t use the struggling economy as a one-size-fits-all explanation for failing to commit and perform.

In an age of slash-and-burn marketing, where failure to commit and endlessly delaying big decisions is the norm, Red Bull’s investment and scope is noteworthy. Not every brand has the inclination or budget to invest in something bigger than itself, but the best marketers should at least have the ambition to try.

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Red Bull case study: The courageous pathway to becoming a beloved brand

This article is written by Graham Robertson, the founder of Beloved Brands

Brand Toolkit

As a leading energy drink brand, Red Bull has become a household name across the globe. The brand is known for its high energy and exciting marketing campaigns. As well, Red Bull takes an innovative approach to product development. In this post, we will take an in-depth look at Red Bull’s marketing execution, exploring how the brand has become so successful. I hope you can learn from its daring approach and boost your own business. When you think of energy drinks, Red Bull is probably one of the first brands that come to mind. Our Red Bull case study focuses on Red Bull advertising, extreme sports, distribution, production, and innovation. They take chances most of us would be too afraid to do. This courage helps capture the attention of a younger audience.

Red Bull Case Study - Table of Contents

The history of the red bull brand.

We might know that the Red Bull brand was founded in Austria in 1987 by Dietrich Mateschitz. However, what we might not know is that the Red Bull idea came from a brand in Thailand, named Krating Daeng (Thai for Red Bull) launched in the 1970s. Mateschitz discovered the brand on a business trip in 1982 and loved the impact it had on his jet lag. He worked with the founder of the Thai product to adjust the formula to work with the western tastes, and together they created Red Bull GmbH. From there, Mateschitz took the lead on building the brand in the one of the most unique and recognizable brand identity that sets it apart from its competitors. 

The company’s signature logo, the charging bull comes from the Thai brand. Today, it is instantly recognizable and has become synonymous with the brand. Red Bull has also developed many distinctive creative brand assets, using irreverent and playful language in its marketing campaigns. Their daring approach helps the brand to connect with its target audience of young, active, and adventurous individuals.

Red Bull Advertising

Red Bull, the iconic energy drink that has taken the world by storm, has a history of advertising that is as legendary as the drink itself. From its inception, they have focused on adrenaline-pumping experiences, and this has been reflected in its advertising campaigns.

Red Bull advertising introduces the "Red Bull gives you wings" tagline.

One of the earliest and most iconic Red Bull ads was the “Red Bull Gives You Wings” campaign. The campaign first aired in 1997. The Red Bull advertising created a series of television commercials that featured people performing daring stunts and achieving seemingly impossible feats after drinking Red Bull. The tagline “Red Bull Gives You Wings” quickly became a catchphrase. And the campaign helped to establish a drink for people who live life on the edge. Below is the Leonardo DaVinci ads.

To view the Red Bull advertising as part of our  Red Bull case study , click on the arrow.

As an entrepreneurial brand, their advertising took dramatic risks. These cartoon ads were a strange way to sell an energy drink. In our Beloved Brands playbook, we talk about the best way to earn the attention of consumers within the cluttered media world is to take a risk. Do something creatively different from what consumers expect, which entertains, takes advantage of the media, and is shareable for consumers to influence others.

Be incongruent with what consumers expect

The red bull felix baumgartner stunt.

Another notable Red Bull advertising campaign was the “Stratos” campaign. In 2012, Red Bull sponsored a daring stunt in which Felix Baumgartner jumped from a helium balloon at the edge of space, breaking the sound barrier on his descent. They created a series of ads and videos leading up to the event. And the jump itself was broadcast live around the world. 

The Stratos campaign was a testament to Red Bull’s commitment to extreme sports and adrenaline-pumping experiences. Moreover, it solidified the brand’s reputation as a drink for people who push the limits.

Millions watched this stunt and many more on YouTube. A very high risk move that most of us would likely avoided. 

To view the Red Bull stunt move as part of the  Red Bull case study , click on the arrow.

Red Bull content marketing

Red Bull has also been a pioneer in the world of branded content. The company has created a number of successful branded content campaigns. These include the Red Bull Music Academy and Red Bull Soapbox Race. These campaigns have allowed Red Bull to engage with consumers in a more meaningful way. Importantly, they have helped to establish the brand as a leader in the world of extreme sports and culture.

Throughout its history, Red Bull has been known for its bold and innovative advertising campaigns. The brand has never been afraid to take risks and push the boundaries. Their courage has helped it to stand out in a crowded market. 

Whether it’s sponsoring extreme sports events or creating viral videos, Red Bull’s advertising has always been focused on creating experiences that are as thrilling and exhilarating as the drink itself. It’s no wonder they have become such a beloved brand around the world. Their advertising campaigns are a big part of the reason why.

Red Bull product placement

One essential element of Red Bull case study is their product placement where it matters. Red Bull has successfully placed its products in a wide range of contexts, from sports events to movies and TV shows. Essentially, the product placement is not just about selling more energy drinks. To them, it’s about creating a lifestyle brand that people want to be associated with.

One of the most notable examples of Red Bull’s product placement is in the world of extreme sports. Red Bull has sponsored a wide range of extreme sports events, from the Red Bull Air Race to the Red Bull Crashed Ice competition. By associating itself with these events, Red Bull has been able to establish itself as a brand for adrenaline junkies and thrill-seekers.

Red Bull has also been successful in placing its products in movies and TV shows. One of the most famous examples is the appearance of Red Bull in the hit movie “The Hangover.” In the movie, the characters drink Red Bull and vodka. This helped to popularize the drink among a wider audience.

Another example of successful product placement is its partnership with the video game “Fortnite.” In the game, players can find cans of Red Bull that give them a temporary boost in their performance. This product placement has helped to establish Red Bull as a brand for gamers. They have created a strong association between the brand and the world of gaming.

Red Bull Racing

No Red Bull case study would be complete without talking about their Red Bull Racing team. Red Bull’s involvement in auto racing has been a driving force behind the company’s success and iconic status. The energy drink giant has made a significant impact on the world of motorsports, with its Formula One team and various other racing partnerships.

Red Bull’s involvement in auto racing began in the early 2000s, when it first entered the Formula One circuit. The company formed its own team, Red Bull Racing, in 2005. Importantly, the team quickly rose to prominence, winning its first race in 2009. Since then, they ahve become one of the most successful teams in Formula One. They have multiple championships and a reputation for pushing the limits and taking risks.

Max Verstappen is the lead racer for Red Bull Racing and has won the Drivers title for Formula 1 in 2021 and 2022. With 400 million viewers, Formula 1 is an amazing advertising vehicle for the brand.  

Red Bull's involvement in extreme sports

At the heart of our Red Bull case study is how the brand has become synonymous with extreme sports. Essentially, its involvement in the world of sports has been a key factor in the company’s success as a global brand. From sponsoring athletes to hosting extreme sports competitions, Red Bull has established itself as a leading player in the world of sports and has built a loyal following among sports enthusiasts all over the world. 

One of the key elements of Red Bull’s involvement in sports is its focus on extreme and unconventional sports. The company has a reputation for supporting athletes who are pushing the limits of what is possible in their respective sports. Snowboarders. Skateboarders. BMX riders. Base jumpers. By supporting athletes who are breaking new ground and pushing the boundaries of their sports, Red Bull has been able to establish a reputation as a brand that is synonymous with risk-taking and adventure.

Another important element of Red Bull’s involvement in sports is its focus on creating unique and innovative events. 

The company has a long history of hosting extreme sports competitions that are unlike anything else in the world of sports. You might have watched Red Bull Cliff Diving World Series. Or, you might have engaged in the Red Bull Air Race. By creating events that are truly unique and exciting, Red Bull has been able to capture the attention of sports fans all over the world and establish a loyal fan base.

Red Bull has also been innovative in its approach to sports marketing in the digital age. The company has embraced social media and other digital channels as a way to reach a wider audience and engage with sports fans in new and exciting ways. Importantly, they leverage the power of social media and other digital platforms. Red Bull has been able to amplify the impact of its sports events and reach sports fans all over the world.

Red Bull retail distribution

Another important element of our Red Bull case study is their approach to retail distribution has been a key factor in its success as a global brand. The energy drink giant has developed a unique and innovative distribution strategy that has helped to establish its products in markets all over the world.

One of the key elements of Red Bull’s distribution strategy is its focus on exclusivity. The company has made a deliberate decision to limit the number of retail outlets that can sell its products. To them, they need to maintain a high level of control over the brand image and customer experience. This approach has allowed Red Bull to create a sense of scarcity and exclusivity around its products, which has helped to increase demand and drive sales.

Another important element of Red Bull’s distribution strategy is its focus on unconventional retail channels. 

The company has made a conscious effort to target non-traditional retail outlets. You can find Red Bull ingas stations, convenience stores, and vending machines. By doing so, they have been able to establish a presence in markets that might otherwise have been overlooked. Moreover, it has created a strong association between its brand and the world of convenience and on-the-go consumption.

Red Bull has also been innovative in its approach to distribution in emerging markets. In countries where traditional retail infrastructure is lacking, the company has developed a network of independent distributors who are responsible for getting their products into the hands of consumers. This approach has allowed them to establish a presence in markets where other brands might struggle to gain a foothold.

Lessons from the best Coke ads of all time

Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best ads over the past 40 years. But, they’d need to get to 2080 before challenging Coke’s advertising legacy. 

Red Bull product innovation

One of the key elements of our Red Bull case study is their approach to product innovation is its focus on functionality. The company is always looking for ways to improve the performance-enhancing properties of its products, and has invested heavily in research and development to achieve this goal. This approach has led to the development of new ingredients and formulations that deliver enhanced performance benefits, such as improved concentration and endurance.

Another important element of Red Bull’s approach to product innovation is its focus on flavor. The company has developed a wide range of flavors and variations on its classic energy drink formula, in order to appeal to a broader range of consumers and keep its products fresh and exciting. This approach has helped to establish a brand that is always at the forefront of trends in the beverage industry, and has helped to maintain its position as a market leader.

Red Bull has also been innovative in its approach to packaging and branding. The company has developed a distinctive and iconic can design that has become synonymous with its brand, and has also experimented with different packaging formats. Larger bottles and cans designed for sharing. These innovations have helped to create a strong brand identity for Red Bull, and have contributed to the brand’s success around the world.

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Red Bull Stratos (2012) Campaign Case Study

• Maximum Impact
• September 28, 2023

The Red Bull Stratos project, which took place in 2012, was a groundbreaking and widely publicized mission that featured Austrian skydiver Felix Baumgartner attempting a record-breaking freefall from the stratosphere. This case study examines the key elements of the Red Bull Stratos project and its impact on the Red Bull brand.

The primary objective of the Red Bull Stratos project was to break multiple records, including the highest freefall jump, the first person to break the speed of sound in freefall, and the highest manned balloon flight.

Key Elements of the Campaign:

Partnership with Felix Baumgartner : Red Bull collaborated with Austrian skydiver Felix Baumgartner, known for his daring feats, to undertake the mission. This partnership added credibility and excitement to the project.

High-Quality Content Creation : The entire mission, from preparation to the jump itself, was documented with high-quality video and photography. This content was used for promotional purposes and played a crucial role in engaging the audience.

Live Streaming : The jump was live-streamed on the internet, allowing millions of people around the world to witness the event in real-time. The live stream was made available on YouTube, Red Bull’s website, and various media outlets.

Social Media Engagement : Red Bull engaged with its audience through various social media platforms, providing updates, behind-the-scenes content, and opportunities for interaction. This helped build excitement and anticipation.

Public Relations : Red Bull employed a strategic public relations campaign to generate media coverage and interest in the event. Major news outlets covered the story extensively.

Branding Integration : Red Bull’s branding was prominently featured on Baumgartner’s suit, the capsule, and the balloon. This ensured that the Red Bull logo was visible throughout the event.

Results and Impact:

1. Live Streaming Audience :

• Over 8 million concurrent viewers on YouTube during the live stream.
• This made it one of the most-watched live events in YouTube’s history.

2. Online Engagement :

• The live stream generated more than 52 million views on YouTube within the first 24 hours.
• Red Bull’s website also received millions of visits, with viewers accessing additional content and information about the mission.

3. Social Media Impact :

• The mission generated massive engagement on social media platforms, with millions of mentions and discussions.
• Red Bull’s social media channels experienced significant growth in followers and engagement during the campaign.

4. PR and Media Coverage :

• The event received extensive coverage in major news outlets and media worldwide.
• It was featured in newspapers, magazines, television news, and online media, resulting in millions of media impressions.

5. Brand Visibility :

• Red Bull’s branding was prominently featured on Felix Baumgartner’s suit, the capsule, and the balloon.
• This ensured that the Red Bull logo was visible throughout the event, reinforcing brand association with extreme sports and adventure.

6. Cultural Impact :

• The Red Bull Stratos project became a cultural sensation, sparking discussions about human achievement, science, and exploration.
• It was referenced in various forms of media and became a topic of conversation globally.

7. YouTube Records :

• The live stream set a record for the highest concurrent views on YouTube.
• The jump also led to increased subscriptions and viewership on Red Bull’s YouTube channel.

8. Long-Term Branding :

• The project strengthened Red Bull’s position as a brand associated with extreme sports and pushing the limits of human potential.
• It solidified Red Bull’s reputation as a company that supports daring and adventurous endeavors.

In conclusion, the Red Bull Stratos project was a remarkable example of experiential marketing and content-driven digital marketing. It showcased how a brand could leverage a daring and record-breaking event to engage a massive global audience, strengthen brand identity, and create a lasting cultural impact. It remains a benchmark for successful brand activation and marketing through extraordinary feats.

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A Deep Dive into Red Bull Marketing Strategy and How it Dominates the Energy Drink Industry

Learn how the red bull marketing strategy helps the brand in selling billions of drinks annually and dominate the energy drink industry.

• overview#goto" data-overview-topic-param="title">Redbull Marketing Strategy
• overview#goto" data-overview-topic-param="how">How does Redbull do it?
• overview#goto" data-overview-topic-param="what">What’s it worth?
• overview#goto" data-overview-topic-param="lesson">Lessons from redbull

People think of extreme sports when they hear of Red Bull, a multinational energy drink company. This idea also flows seamlessly with its famous tagline, "Red Bull gives you wings."

Although you won’t actually fly after sipping Red Bull, the brand positions its products to help consumers push beyond their limits. And Red Bull itself goes above and beyond in its business processes, especially marketing. The Red Bull marketing strategy incorporates extreme sports sponsorship, advertising, Guerrilla marketing, and more.

We have witnessed the result of this power-packed strategy as the company has the largest market share in the energy drink industry. Additionally, the company secured over $1.5 billion in sales revenue in the US alone.

Want to know how Red Bull Marketing Strategy contributed to this sales success? Tag along to find out!

An Intro to Red Bull Marketing Strategy

Red Bull, the brainchild of Dietrich Mateschitz, came to life in 1987. This invention created a whole new product category–energy drinks. This fell in line with the brand's first product launch in Austria.

Since then the energy drink powerhouse has promoted several events and commercials, which have been received with ground-breaking publicity. This has brought in millions of loyal fans. And the world continues to get more awe-inspiring moments via the Red Bull marketing strategy.

Now, anyone with an internet connection can catch the next Red Bull-sponsored event virtually. However, it wasn’t so easy in its early days. There was no social media, engaging customers was definitely a challenge

Despite these obstacles, Red Bull powered through and deployed traditional marketing methods. For instance, the company had its first cartoon commercial in 1992. Red Bull has since gone past this, expanding brand awareness via a full-fledged marketing strategy.

Red Bull Marketing: Going the Unconventional Route

"Red Bull gives you wings," the company’s brand message is at the core of its marketing strategy. This propagates a high-energy philosophy. The caffeine powerhouse delivers this via extreme sports sponsorship, influencer marketing, and publicity from the press. But first, it needs a target audience.

Red Bull focuses on adrenaline enthusiasts – particularly college students and bee-busy employees. The age range for this focused demographic is 18-34 years. However, all in all, Red Bull's primary target audience are consumers with a large appetite for high-risk events.

Building Brand Awareness in the Target Market.

Brand awareness refers to the degree of familiarity a brand's target audience has with its product, name, or service. Red Bull propagates brand awareness via:

Event sponsorship

Red Bull reaches its target audience at strategic locations and avenues. This includes film events, music festivals, and sport meets. For instance, it is famous for driving publicity in extreme sports like Formula One and cliff diving.

Many young people enjoy these action sports; serving as an opportunity for Red Bull to promote its products. For example, during the Red Bull Air Race in Detroit, the caffeine powerhouse flooded the event with its logo. Models also handed out its energy drinks to fans, to refuel for the intense flight action.

Red Bull has sponsored over 500 high-risk sports, enshrining it as a world-class brand in the extreme sports niche. Additionally, Red Bull also has its own sports teams in football, auto racing, ice hockey, and several other sports.

A Unique Company Project.

Brands often utilize marketing solely as a tool for boosting product sales. However, Red Bull deploys marketing to set records in other avenues apart from sales. A notable example would be its 'Red Bull Startos' mission.

Felix Baumgartner, a famous skydiver, was thrust to the edge of space, to prepare for a jump- from a height of 38,600 km. Felix had the world glued on him as millions watched the event live on YouTube.

Although deemed impossible, the successful space jump landed three official world records- proving that a human in free fall can beat the speed of sound.

Furthermore, the daredevil stunt required advanced tech equipment, contributing to innovations in future aerospace programs. The project cost $30 million. However, this huge investment paid off, as it pushed in over $500 million in product sales for the energy drink giant.

Consistent Branding.

A key feature in the Red Bull marketing strategy is its consistent and powerful branding. Since 1997, the company has maintained its famous household slogan, "Red Bull gives you wings."

Although it faced a $13 million lawsuit as a consequence, Red Bull still stuck true to its unique tagline. The company logo consists of two red bulls ready to lock horns and a yellow sun in the background. This embodies their brand identity- presenting power, fearlessness, and perseverance.

Another contributing factor to Red Bull’s consistent brand success is its viral and highly shareable content. It focuses heavily on video and blog content displayed on its website homepage. This engaging content keeps the audience in the loop of its recent activities.

Marketing Mix

Red Bull marketing strategy contains the marketing mix (product, pricing, place, and promotion). This helps the energy drink giant gain a competitive advantage in the market while improving brand growth.

Here’s a breakdown of the marketing mix:

Red Bull energy drinks mix a fine blend of ingredients to revitalize the body and mind. For instance, its primary energy drink product contains caffeine, taurine, vitamins, sugar, and water. The company also rolls out edition flavors and sugar-free drinks.

Consumers can soothe their taste with watermelon, dragon fruit, coconut, and blueberry flavors. Additionally, it also has drink that contains zero sugar. This is suitable for customers that are dieting or who don’t have a sweet tooth but want to keep an athletic performance.

Another unique feature of the Red Bull product message is its sustainability mantra. The brand dedicates a special edition to promote awareness about maintaining a sustainable environment.

Red Bull marketing strategy also factors in premium pricing for its products. It charges extra compared to the price of competitors like Rockstar and Monster. This premium approach originates from its dominant position in the energy drink market. And its ability to consistently serve high-quality products.

Red Bull’s premium pricing pours in financial benefits for the company- as it can secure a higher profit margin on product sales. It improves brand perception, as customers begin classifying Red Bull energy drinks as prestigious products.

Red Bull marketing strategy also taps into pricing to gain a competitive advantage. This naturally occurs as consumers evaluate product quality based on price, and tend to pay more for high-value products.

This marketing mix is effective for helping brands bring their merchandise to consumers. It utilizes distribution and location to ensure products are available where and when needed.

The brand utilizes the intensive place strategy, making its energy drinks within an arms reach in many locations. An effective location strategy helps Red Bull reach existing and potential customers via diverse distribution channels.

Red Bull stampedes the location of its target audience, such as restaurants, supermarkets, and nightclubs. This allows consumers to refuel their energy with a powered-packed can of caffeine. The energy drink giant has its products available in over 171 countries worldwide.

Red Bull advertising and promotional efforts focus on extreme sports sponsorship. This includes skating, windsurfing, Formula one, and mountain biking. The company invests heavily in these activities to elevate brand awareness.

For instance, the aforementioned mission 'Red Bull Stratos'. The company poured in $30 million into this successful project and landed $500 million in sales.

Furthermore, the energy drink giant keeps fans in touch with its trendy activities via Red Bull TV app. You can now enjoy Red Bull live events, shows, and films on the go. The app is readily available on different devices, including smartphones and laptops.

Partnerships are also relevant ingredients of Red Bull marketing strategy. In 2016, it partnered with GoPro, a tech company. This was to put fans on the field of action as they could now experience live events delivered by point-of-viewing imaging technology.

Two Impactful Customer-Centric Marketing Approach

Red Bull marketing utilizes content and Guerilla marketing in addition to its marketing mix and brand-building approach. Here’s how the caffeine powerhouse applies these strategies:

Content marketing

Red Bull consistently serves content that powers engagement with its target audience. The company engages with its social media followers on a personal level. For instance, it hosted a Q&A session with Felix Baumgartner.

This allowed people to connect with the Austrian daredevil on a personal level. Red Bull also shares memes and teasers that young internet users can relate to easily.

YouTube is another valuable content delivery channel for Red Bull. It has about 6,000 videos on the platform, with its space jump video receiving over two million likes and 120 million views.

Red Bull is a multinational brand serving content that resonates with people from different demographics. It does this effectively by promoting music festivals in different regions.

Guerilla marketing

Red Bull marketing strategy centers around its target audience. The brand takes its customer-centric approach further via the student ambassadorship program.

This provides students the opportunity to market Red Bull energy drinks. They would represent the brand during events like college sporting events and collaborate with the sales team.

The iconic 'mini' - the Red Bull advertisement car, is available to student ambassadors. This is another significant brand promotion vehicle as ambassadors use it to travel within and outside campus.

Red Bull Marketing Strategy: Success By the Numbers

In 2021, the energy drink industry had a global market size of approximately $86.35 billion. Considering the US energy drink sector, this figure lands at $28.25 billion. This is more than 25 percent of the global market

Red Bull stands as the world's leading energy drink brand. It holds about 23 percent market share for its primary product alone. Here’s a highlight of the top five energy drink companies by market share:

• Red Bull (23.3 percent)
• Monster Energy (23.2 percent)
• Bang Energy (8.6 percent)
• Red Bull Sugar-Free (6.3 percent)
• Red Bull Summer Edition (4.3 percent)

Although Red Bull dominates the caffeine industry, Monster Energy is a fierce competitor. In 2021, it only took the lead by 0.01 percent. There are also other brands like Bang Energy, gaining ground in the industry.

But Red Bull marketing strategy has powered it to the top of the list, and the brand doesn’t seem to hit the brakes anytime soon.

Mini Take-away from Red Bull Marketing Strategy

A crucial question that keeps many startup founders or entrepreneurs thinking is "how do I sell my products?" When you consider the over 800 unicorn startups –sales and marketing become top business priorities.

Afterall, they often go all the way to buildd fantastic products and communities. Understanding how to implement a result-driven marketing strategy can significantly improve product sales.

Here are five valuable lessons from Red Bull marketing strategy for your startup/business growth:

Impactful marketing delivers "help" while "selling."

Red Bull positions its product to empower consumers to push beyond their limits. To naturally improve sales, buildd products or services that are solutions to a consumer pain point.

Buildd a distribution engine.

Having a great solution that is not readily accessible can impact sales. Fix this with a well-structured channel for delivering their solutions to customers.

Deploy marketing before launching products.

This helps buildd awareness and raises anticipation about your product-in-development. Also, you would generate leads that can convert to paying customers.

Communities drive a successful product launch.

Building a flourishing community is a valuable avenue to promote your products. Members can relate to your brand and would actively advocate for new products you roll out.

Buildd human connections on social media.

People want to engage with humans, not ads. Create avenues like Q&A sessions where your audience can interact with you directly. This way, you can better understand their needs and align your products to meet them.

Customers do powerful marketing.

Having customers promote your brand naturally fetches your business more leads. They deploy word-of-mouth marketing, which naturally drives product awareness, saving you marketing or advertising costs.

Red Bull marketing strategy undoubtedly delivers impressive results. You should consider incorporating it into your business and other marketing tools like SEO. Begin with the simplest introduction to SEO on the internet.

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Red Bull Marketing Strategy: The Case Study

Red Bull is an invincible marketing powerhouse.

When it comes to its marketing strategy, the brand takes great care of everything they do.

However, their marketing efforts always put the audience first.

In fact, their product sales are second to none.

Although Red Bull is active on multiple channels and uses many different strategies, they all revolve around the same concept: creating content and experiences that appeal to people regardless of the energy drink brand. 

Like major publishers, they have become one of the most talked-about brands in the world, producing content, providing mind-blowing programs, and much more.

Table of Contents

Red Bull Company: A Brief History

When the Austrian toothpaste seller Dietrich Mateschitz arrived in Thailand in 1987, Red Bull first heard of the “ energy tonic ” created by Chelio Yovidya. The tonic was thought to help keep drinkers awake and alert.

After three years of testing, Red Bull was launched in Austria, but two businessmen are skeptical. “There is no demand for such a drink in the market,” he said. No one is likely to try. But they were wrong

Today Red Bull dominated 2015 with a 43% market share . The best part? They are still going strong. Considering that Red Bull has kept the market in the first place, it is not bad to dominate almost half of it after almost three decades.

Here, is the infographic showing the growth of the Red Bull brand:

The Case Study of Red Bull’s unconventional marketing strategy

When the Red Bull first appeared, there were no energy drinks and traditional advertising was expensive.

Therefore, the Red Bull became a rookie and chose a different strategy.

What did he actually do?

They went straight to their target audience (men between the ages of 18 and 35) at college parties, libraries, cafes, bars, and other places.

They put the product in the hands of consumers by bringing free samples to the public.

It talked to people promoting its product for free.

They still use the same strategy: wherever they go, they go.

That means sponsoring a music festival or creating the most cultural content, they do.

In fact, the content that Red Bull publishes is displayed on a par with a professional publishing house. They are a media company intended to effectively sell energy drinks, not the other way around.

What is the best way to dominate the market?

Create one that does not yet exist.

This is exactly what happened to Red Bull Energy Drinks 30 years ago.

Thanks to smart marketing and creative strategy, they have been at the top for three decades.

How does Red Bull incorporate a content marketing strategy?

The elements of the Red Bull do exceptionally three things.

• First , it covers topics that interest its audience. Extreme sports, music festivals, and concerts are just some of the topics covered on the Red Bull website. Imagine being able to (or necessarily) enjoy Red Bull wherever you see it and its content covering it.
• Second , it is their ability to sell their brand, but not to push their product. Their content is focused not only on Red Bull sales but also on the pleasure of the readers. In turn, audiences begin to associate their product with the content they want to consume .
• Third , it delivers videos, blog posts, landing pages , and other types of content on the same professional level as the media sites where your target audience uses the content.

Take this video for example. It is packed with ingredients that anyone who loves high-energy, high-impact, and extreme aerobics will appreciate:

How will Red Bull reach its target market?

Red Bull focuses on three important tips for attracting its target audience:

Excellent Content Delivery: The content created by Red Bull’s marketing team is on par with other major media, allowing viewers to access the content.

Massive advertising stunts: Red Bull takes “ Go Big or Go Home ” to the next level by performing massive stunts to freeze everyone and see what happens.

Sponsorship or Event Creation: Red Bull showcases its marketing skills by taking its product and linking it to what the audience likes or creating events for them.

How does Red Bull use events to reach customers?

Part of their strategy is to host and sponsor events that their target market is already participating in. Whether it’s a concert, a film event, or extreme diving, Red Bull creates or sponsors an event around them.

Why is this a great move? His audience is already there. Their target audience is an active group. They love to try new and crazy stunts, extravagant sports, or extravagant at a music festival.

So Red Bull appears in places where they know they are their target audience .

Take Coachella for example. This huge music festival takes place over two weekends in the desert and fans should not miss a single second. This means sacrificing a few hours of sleep.

The Red Bull appears and gives them the wings (and energy) they need to stay awake and play at the festival.

How does Red Bull use advertising stunts to promote itself?

Another part of Red Bull’s marketing strategy is its insane advertising stunts. They sent a man aboard a small ship and a helium balloon 128,000 feet above the ground and sent him out. Known as the Red Bull Stratos Jump, this stunt broke two different world records:

By creating massive stunts like the Stratos jump, it makes his audience (and probably everyone agrees) stop and think, “Yeah? I have to see this.”

8 Ways to Implement Red Bull’s Marketing Strategy

The ability of Red Bull to adhere to its brand and values ​​makes them successful.

1. Maximize the idea behind their slogan

Red Bull’s message strategy revolves around its motto, “ Red Bull Gives You Wings “. It focuses on the idea that its product gives people the “wings” or the energy they need to do what they want.

This motto feeds their content as they create and record the most action-packed, high-flying games and activities the world has ever seen.

Need some help jumping off a plane in a flight suit? Let Red Bull give you the extra encouragement you need.

2. Maintain consistent visual branding

Visual branding created by Red Bull is the key to brand success.

Check out one of his most recent YouTube videos:

Content engages viewers in fast, high-intensity stunts that make them wonder if they can really pull it off.

That side of your seat, Shock Mindset is about the Red Bull brand. Instead, I can say, we gave people the energy (and courage) to try this crazy thing.

3. Build a solid foundation of content

The main content of RedBull can be summarized as follows:

They focus on extreme sports, music, art, dance, nightlife, and more. Due to this wide range, their content can attract the right audience.

Red Bull works with the main ingredients that put them in front of the pack.

Every piece of content they create matches the quality of their publications, such as Buzzfeed, Vice, ESPN, and other publications that can be read. That level of quality seems to come from a powerhouse dedicated to creating consumer media rather than energy drink brands.

4. Let values ​​be your guide

Their values ​​also play a role in their content. They focus on the basic phrase “giving wings to people and ideas”. Everything the Red Bull team communicates revolves around that motto and its values.

The ability to maintain a continuous conversation for the past 30 years has brought them success.

5. Restore the way they use traditional media

Content marketing is not the only thing that dominates Red Bull. The brand also invests a significant stake in traditional mass media channels.

Red Bull TV content works in two formats: videos they create for their online channels (YouTube, social media, etc.) and ads that collaborate with traditional TV channel content:

Its TV content was streamed live on his online hub, Red Bull TV. Their videos and shows are divided into event and movie formats, as well as channel topics such as cliff diving and culture:

It also entered the field of music. In addition to covering or sponsoring major concerts, Red Bull also has its own record label, recording studio, music academy, publishing group, and online radio station.

6. Being strong and proud of social media strategy

Another channel dominated by the Red Bull power is social media .

For example, his Facebook page is filled with visually appealing art videos, music created by his record label that thrills audiences, and sports and events that his audience enjoys.

Red Bull’s message is short and sweet because the first 3 seconds will surprise you with what happens. You have no choice but to go completely:

Their Twitter and Instagram channels instead focus on recognizable images to share and promote conversation with their fans.

Which film is unique to Red Bull? According to Link Human, these films capture motion, drama, and emotion:

Their ability to create dynamic social media posts that generated enough interest to stop fans from scrolling further hit him so hard on social media. Each media element feels like its content is in motion, reflecting the brand’s high-power aesthetic.

7. Expose the product to the public with sponsorships and events

Ultimately, Red Bull’s sponsorships and programs are the last part of their marketing strategy to sell their brand dominance. We divide their efforts into three categories:

• Advertising stunt.
• Events created by them.
• Sponsorship.

Their advertising stunts are insane enough to make the world stop and look. Sure, they have a stratospheric jump, but there are many more.

Take the Red Bull Air Force team for example. This group is dedicated to showcasing some of the strangest aerial feats have ever seen:

There are shows like Red Bull Crashing Ice or Red Bull Queen of the Bay, which respectfully focus on specific sports such as ice cross or surfing. These events focus on sports fans and raise awareness about the Red Bull brand.

Finally, there are sponsorships. From the Electric Daisy Carnival in Las Vegas to Coachella, the Red Bull is involved in everything. This is a great move by the company because who is attending all those events? Their target audience.

Not only that, but those sponsorships allow the Red Bull brand to be exposed to new audiences as they are attended by a large number of people.

8. Creating content around what your audience likes

What do they have in common with each item they cover (and there are many)?

They focus on the activities that people participate in when they consume their products. They also post content that their audience can navigate.

They post large amounts of content on their website and, surprisingly, do not mention their product in any way:

They produce The Red Bulletin, a magazine that distributes 2.2 million copies a month:

In short, if their target audience is consuming content on a particular channel, you can count on Red Bull’s presence.

Finally, What Did We Learn from Red Bull Marketing Strategy?

Needless to say, Red Bull has come a long way in the 30 years since its inception. From a very humble beginning to a mega-brand publishing house, Red Bull is a success story in marketing.

Are you inspired by Red Bull’s marketing strategy?

Let their story serve as a reminder that your company should start somewhere. They did not go to a multinational company overnight from an idea in Thailand. It took time, luck, and some effort (and a lot of great marketing along the way).

• Follow their leadership by starting small. Here are some ideas:
• Create a short series of weekly videos on a topic that will interest your audience.
• Curate social media content that meets your product purpose and the interests of your audience (without mentioning you directly).
• Publish an email newsletter with interesting and useful material that your audience will love (and can slap your logo anywhere).

Here’s the key: To be successful in content marketing like Red Bull, you must put your audience’s interests first and create content publishers.

Instead of imitating other marketers, imitate magazines, TV shows, news websites, and anything else your audience reads and watches.

Want to know more about how to actually do this? Here are some additional reading tips to get you started:

Because Red Bull strategy works

Red Bull’s strategy works for three different reasons:

• The first is his ability to tell a story that appeals to an audience. His focus on everything from extravagant sports to music festivals gives him a vast playing field, but that’s not all.
• Second Red Bull ranks its product in providing content and value to its audience. Attention to the details provided by their marketing team is evident. People who care about what they write, record or create around them.
• Ultimately , their commitment to the values ​​and aesthetics that the brand created when it first launched will drive its marketing. Everything they make is associated with the idea of ​​giving wings to people and ideas to fly.

That’s all if you find this content interesting. Don’t forget to share and leave comments. Thank you.

Other Interesting Reads:

A go through into the marketing strategy of Starbucks

Oreo Marketing Case Study: A blend of 4Ps of Marketing Mix

What is Brand Engagement & Why it is important?

• Trackback: Puma Marketing Strategy Between Competition & Sponsorship - Mix With Marketing
• Trackback: McDonald's marketing strategy: A benchmark in the fast food industry - Mix With Marketing

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15 Marketing Case Study Examples With Standout Success Stories

Tomas Laurinavicius

Certain marketing campaigns leave a lasting impression. We’ve gathered insights from CEOs and marketing leaders to share one standout marketing case study that resonates with them.

From Dove’s Real Beauty Campaign’s impact to Dollar Shave Club’s viral launch video, explore fifteen memorable marketing triumphs that these experts can’t forget.

Dove’s Real Beauty Campaign Impact

Oatly’s bold brand strategy, rockervox’s tax credit success, local bookstore’s community engagement, coca-cola’s personalized brand experience, dropbox’s viral referral program, authentic influencer marketing for cpg brand, airbnb’s “we accept” social impact, amul’s topical and humorous campaigns.

• AXE’s ‘Find Your Magic’ Brand Refresh

Squatty Potty’s Humorous Viral Video

Old spice’s viral humor campaign, red bull stratos’s high-flying publicity, maple dental’s seo success story, dollar shave club’s viral launch video.

One marketing case study that has always stayed with me is the Dove Real Beauty Campaign. It really struck a chord when it launched in 2004, challenging the beauty standards and celebrating women’s diversity. What made it stand out was the “Real Beauty Sketches” video, where women described themselves to a sketch artist. Seeing the stark contrast between their self-perceptions and how others saw them was incredibly eye-opening and touching.

What I found so compelling about this campaign was its message of self-acceptance and empowerment. Dove didn’t just try to sell products; they took a stand for something much bigger, and it resonated deeply with people. Using video storytelling was a genius move as it made the message more impactful and shareable. I believe Dove showed how brands can make a real difference by addressing important social issues in an authentic and meaningful way.

Nicole Dunn , CEO, PR and Marketing Expert, Dunn Pellier Media

As a content and brand marketer, Oatly’s brand strategy always inspires me. They are a textbook example of comprehensive brand-building.

Their visual style is instantly recognizable—bold, disruptive, and often filled with humor, making oat milk a statement and something you’d be proud to display on your shelves or socials.

Their tone of voice is witty, sometimes cheeky. They’ve even printed negative feedback on their packaging, which really just shows how they court controversy to spark conversations and enhance their brand’s visibility.

And there’s a strong story behind Oatly, too. They promote sustainability and aren’t shy about their environmental impact, which has simply helped them grow an enthusiastic community of environmental advocates. Clever in endless ways, such that tons of oat milk brands have followed suit.

Wisia Neo , Content Marketing Manager, ViB

One standout marketing case study that sticks with me is the implementation of our RockerVox Restaurant Bundle, aimed at optimizing cash flow through targeted use of employer-based tax credits. The power of this case study lies in its immediate financial impact on the client, a local restaurant chain that was struggling to keep its doors open in the wake of the pandemic.

By integrating the Work Opportunity Tax Credit (WOTC) and other relevant tax schemes into their payroll setup, we enabled the restaurant to reclaim a significant amount in tax credits. The real game-changer was not just the financial relief but also how it was achieved. We combined this with StaffedUp’s Applicant Tracking System, which improved their hiring processes and decreased employee turnover. This holistic approach led to a sustainable improvement in their operations and cash flow.

What made this case study so great was its tangible results. The restaurant saw a cash flow improvement of over 100%. This wasn’t just a number on a report—it meant being able to invest back into the business, enhance their services, and ultimately, keep their community fed and employed. This approach of integrating technology with financial strategy can be adapted by other businesses striving for similar resilience and growth, especially in times of economic difficulty.

Philip Wentworth, Jr , Co-Founder and CEO, Rockerbox

Certainly, one particularly impactful marketing strategy I led at FireRock Marketing involved a small local bookstore that was facing steep competition from online retailers. Our challenge was to increase foot traffic and reinforce the store’s brand presence in a highly digitalized market.

We initiated a campaign called “Local Pages, Local Stages,” where we leveraged digital marketing alongside community engagement. The bookstore held monthly events featuring local authors and artists, which we promoted heavily through targeted social media ads, email marketing, and local influencer partnerships. This multifaceted approach tapped into the community’s growing interest in supporting local ventures, enhancing visibility significantly.

The outcomes were remarkable. Over the campaign’s six-month duration, in-store sales increased by 40%, and the bookstore saw a 65% rise in attendance at events, which also boosted ancillary revenue from merchandise and cafe sales. Additionally, social media engagement metrics increased by over 150%, reflecting greater brand awareness.

This case study sticks with me because it exemplifies the power of combining digital strategies with community-based marketing to create a sustainable growth model. It shows how businesses can use holistic, integrated approaches to effectively adapt to new consumer behaviors and competitive landscapes.

Ryan Esco , Chief Marketing Officer, FireRock Marketing

A memorable marketing case study is the “Share a Coke” campaign by Coca-Cola. Initially launched in Australia in 2011, this campaign personalized the Coke experience by replacing the iconic Coca-Cola logo on bottles with common first names.

The idea was to encourage people to find bottles with their names or those of their friends and family, creating a more personal connection to the brand. The campaign was an enormous hit and was quickly rolled out worldwide, incorporating more names and even terms of endearment in different languages.

The brilliance of this campaign lay in its use of personalization, which tapped directly into the social media trend of sharing personal moments. People enthusiastically shared their personalized Coke bottles on various social media platforms, significantly amplifying the campaign’s reach beyond traditional advertising media.

This strategy boosted sales and reinforced Coca-Cola’s position as a fun and innovative brand. The “Share a Coke” campaign is a powerful example of how traditional products can be revitalized through creative marketing strategies that engage consumers personally.

Sahil Kakkar , CEO and Founder, RankWatch

For me, a standout marketing case study that really sticks with me is Dropbox’s referral program strategy back in their early days. By offering free storage space for every successful referral, they incentivized existing users to spread the word organically, resulting in exponential growth at virtually no acquisition cost.

What made this case study so brilliant was how elegantly it aligned product experience with viral sharing. Users had a vested interest in sharing Dropbox since it directly expanded their own cloud storage. This created a self-perpetuating cycle where better product engagement fueled more referrals, which then improved engagement further.

It was an ingenious lever that capitalized on the inherent sharing dynamics of their service to ignite explosive growth. The simplicity and potency of this growth hack is what truly resonates as a paragon of effective guerrilla marketing.

Ben Walker , Founder and CEO, Ditto Transcripts

One marketing case study that has always stuck with me was a campaign I led for a major CPG brand a few years back. The goal was to increase awareness and trial of their new line of organic snacks among millennial moms in a crowded market.

We developed an influencer seeding strategy focused on relatable mom micro-influencers on Instagram. Instead of just sending products, we worked with the influencers to develop authentic content that told real stories about the role of snacking and nutrition in busy family life. The photos and videos felt genuine, not overly polished or promotional.

Engagement was through the roof—the content resonated so strongly with the target audience. By the end of the 3-month campaign, we increased awareness by 45% and trial by over 20%. The CPG brand was thrilled, and the case study became an example we still reference today of the power of influencer marketing done right. Authenticity wins.

Gert Kulla , CEO, RedBat.Agency

One marketing case study that stuck with me was the Airbnb “We Accept” campaign, launched in 2017, focusing on social impact. This response to the global refugee crisis aimed to promote inclusivity, diversity, and acceptance within communities worldwide.

What made this case study remarkable was its ability to leverage the Airbnb platform to facilitate connections between hosts and displaced persons, providing them with temporary housing and support.

Airbnb demonstrated its commitment to using its platform for social good and making a tangible difference in the lives of those in need. This aligned with its mission to create a world where anyone can belong anywhere.

At the end of the day, Airbnb’s “We Accept” campaign was a compelling case study showing brands how to address social issues, promote inclusivity, and drive positive change in communities worldwide.

Peter Bryla , Community Manager, ResumeLab

One standout marketing case study that sticks with me is the “Amul” marketing campaigns by Amul, the iconic Indian dairy cooperative, make for excellent and impactful case studies as well. Here’s why Amul’s marketing stands out:

The Amul Girl – The mascot of a mischievous, friendly butter girl has become one of India’s most recognizable brand icons since her inception in 1966. Her presence on topical ads commenting on the latest news and pop culture trends has made Amul’s billboards a long-standing source of joy and relevance.

Topicality – Amul’s billboards and newspaper ads are renowned for their topicality and ability to humorously comment on major events, celebrity happenings, and political developments within hours. This real-time marketing has kept the brand part of daily conversations for decades.

Humor – The not-so-secret sauce is the brilliant use of puns, wordplay, and satirical humor that Amul consistently delivers through the eyes of the Amul Girl. The healthy, inoffensive jokes have earned a cult following.

Longevity – Very few brands can boast an equally iconic and successful campaign running for over 50 years, still keeping audiences engaged across multiple generations. The long-running property itself has become a case study in sustaining relevance.

Local Connect – While achieving pan-India recognition, the puns often play on regional language nuances, striking a chord with Amul’s Gujarati roots and building a personal connection with local consumers.

The impact of Amul’s long-running topical billboard campaign is unmatched—it has not only strengthened brand recognition and loyalty but has also made the cooperative a beloved part of India’s popular culture and daily life. Creativity, agility, and contextual marketing at its best!

Yash Gangwal , Founder, Urban Monkey

AXE’s “Find Your Magic” Brand Refresh

Axe (Lynx in the UK) had created a problematic brand image from past marketing efforts. Their focus on ‘attraction is connected to conquest’ hadn’t dissuaded men from buying their deodorants, but had a toxic effect on perceptions of women. Research conducted on brand equity showed that brand equity was declining, with this perception of the brand aging poorly and desperately needing a refresh to continue allowing the brand to be relevant for the future.

That led to a superb partnership with creative agency 72andSunny Amsterdam. Unilever was able to tap into an entirely new philosophy for its brand:

Empower men to be the most attractive man they could be – themselves.

With that idea in mind, 2016 saw the launch of the AXE ‘Find Your Magic’ commercial, a stunning celebration of the diversity of modern masculinity. The campaign also saw the release of a new range of premium grooming products and a supporting influencer marketing campaign featuring brand ambassadors, including John Legend.

While not all parts of the creative were successful, the campaign drove more than 39 million views and 4 billion media impressions in the first quarter after the launch. But most critically, AXE saw a 30+% increase in positive perception of their brand.

This campaign will stand the test of time because it combines several important and brave initiatives:

• A forward-thinking mentality that the brand image you have today may not be suited for a future world
• A broader understanding of what your customer base looks like – women also play a big role in men’s choice of deodorant
• A big and bold attempt to change the way your brand is perceived – and succeeding with flying colors.

Yannis Dimitroulas , SEO and Digital Marketing Specialist, Front & Centre

One standout marketing case study that sticks with me is the campaign for Squatty Potty. The brand created a humorous video featuring a unicorn pooping rainbow ice cream to demonstrate the benefits of using their product. This unconventional approach garnered widespread attention and went viral, generating millions of views and shares on social media platforms.

The success of this campaign can be attributed to its creative storytelling, humor, and shock value, which made it memorable and engaging for viewers. By thinking outside the box and taking a risk with their messaging, Squatty Potty was able to create a unique and effective marketing strategy that resonated with consumers.

This case study serves as a reminder that creativity and originality can set a brand apart in a crowded marketplace, ultimately leading to increased brand awareness and customer engagement.

Carly Hill , Operations Manager, Virtual Holiday Party

The Old Spice ‘The Man Your Man Could Smell Like’ campaign remains etched in my memory. Its brilliance lies in its humor and creativity. By featuring a charismatic spokesperson and employing absurd scenarios, it captured viewers’ attention and went viral.

The campaign seamlessly integrated across platforms, from TV to social media, maximizing its reach. Its cleverness and entertainment value made it unforgettable, setting a benchmark for engaging marketing strategies. The case study showcases the importance of storytelling and humor in capturing audience interest and driving brand awareness.

Dan Ponomarenko , CEO, Webvizio

A marketing case study that has made a lasting impression on me is the Red Bull Stratos Jump. This campaign was for Felix Baumgartner’s record-breaking jump from the edge of space, sponsored by Red Bull. The goal of this campaign was to create buzz and generate brand awareness through this extreme event.

The reason why this case study stands out to me is because of its successful execution in capturing the attention and interest of not just extreme sports enthusiasts, but also the general public.

The live broadcast of Baumgartner’s jump on various channels and social media platforms garnered over 52 million views, making it one of the most-watched live events ever. Red Bull’s strategic use of real-time marketing, storytelling, and high-quality visuals made this campaign a huge success, resulting in a significant increase in sales and brand recognition for the company.

This case study serves as a great example of how a well-planned and executed marketing campaign can effectively reach and engage with a wide audience.

Brian Hemmerle , Founder and CEO, Kentucky Sell Now

One standout marketing case study that resonates with me is the SEO transformation for Maple Dental. This campaign dramatically improved their local online visibility, leading to a substantial increase in new patient appointments. The integration of Google Maps SEO proved to be a game-changer, emphasizing the power of local search optimization in attracting nearby clients.

What made this case study exceptional was the measurable impact on the clinic’s business. For instance, the campaign led to a 230% increase in phone calls and a 223% increase in website visits. Such clear, quantifiable results showcased a direct contribution to business growth. These metrics are vital for demonstrating the return on investment in digital marketing efforts.

Additionally, the use of a targeted approach to enhance Google Maps visibility was particularly compelling. By optimizing their presence on Google Maps, Maple Dental saw a 250% increase in monthly maps impressions, which directly correlated with increased patient inquiries and visits.

Ihor Lavrenenko , CEO, Dental SEO Expert

One case study that always comes to mind is Dollar Shave Club’s launch video in 2012. It was called “Our Blades Are F*cking Great,” and let’s just say it got people talking! This video was hilarious and totally different from those fancy shaving commercials we were used to seeing. It spoke directly to guys, poked fun at expensive razor prices, and offered a way to get awesome blades for much less.

Additionally, it told everyone to check out their website. It was short, catchy, and made a huge impact. This is a perfect example of how a creative and funny video can grab attention, make people remember your brand, and get them to become customers.

Perry Zheng , Founder and CEO, Pallas

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The Ultimate Red Bull Marketing Strategy Study

Table of contents.

Red Bull has grown from a simple energy drink manufacturer to one of the most recognized brands in the world. It has become synonymous with sports, extreme performance, and victory. Red Bull is the extreme athlete of marketing, literally and figuratively.

A few key statistics and facts about Red Bull:

• Number of Red Bull cans sold worldwide in 2022: 11.582 billion
• Revenue of €9.68 billion
• Red Bull's marketing budget for 2022 is estimated to be €2,9 billion (it is rumored to be around 25-30% of the yearly revenue)
• Red Bull sponsors athletes in 73 countries around the world .
• Number of employees in 2022: 15,779
• The logo is a breed of cattle called gaur.

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Red Bull History

Styrian success-makers.

The reasons for Mateschitz's conservatism lie in his family background. He grew up in modest circumstances in the upper Murgtal in Styria. His outstanding success is not an isolated case in this province. Arnold Schwar is a compatriot, as is the tennis player Thomas Muster, who for a time topped the world rankings ahead of Boris Becker, André Agassi, and Pete Sampras.

He is also a compatriot of Frank Stronach, who emigrated to Canada as a worker and returned to his homeland as a co-owner of the global auto parts manufacturer Magna. Styrians are said to have always been a bit their boss. Stubborn but not rebellious, strong, and persevering. Dietrich Mateschitz, who has been friends with half of Austria since his success and is nicknamed "Didi," has needed perseverance for his story to become a real success.

From jetlag to energy drinks

In 1976, Chaleo Yoovidhya introduced his Krating Daeng drink in Thailand. The name means "red gaur" in English. The maker was inspired by the energy drink Lipovitan, in which the main ingredient is taurine, and was popular with Thai truck drivers and blue-collar manual laborers.

When he visited Thailand in 1982, the Austrian-born Dietrich Mateschitz discovered that by consuming Krating Daeng, he was able to overcome the effects of jet lag, caused by the rapid change of time zones, much more quickly during the trip. Since the energy drink phenomenon was still unknown on the Old Continent, he was astonished at how many people consume the product, and almost immediately approached the owners of the company with the idea of bringing it there.

Mateschitz had been the international marketing manager for Blendax (now part of the Procter & Gamble Group) toothpaste at the time. The Yoovidhya family, which had already become rich through the pharmaceutical industry, welcomed the idea and began to develop a European business policy and strategy with the Austrian marketing expert.

Mateschitz founded Red Bull GmbH with Yoovidhya in 1984 intending to develop it into a global brand. Both parties invested $500,000, however, Yoovidhya and Mateschitz owned only 49-49% of the shares in the new company. The remaining 2 percent of the shares went to Yoovidhya's son Chalerm, but the agreement left Mateschitz as the de facto head of the company.

Product launch in Austria

The product was first launched in Austria in 1987. Mateschitz, still a bachelor at 39, has quit his lucrative multinational job and has been trying to introduce the Asian recipe to Austria for two or three years. The new product, the unusual flavors, the colors, the advertising are not the resounding success he had hoped for. After the initial setbacks, Dietrich Mateschitz does what he has never done before - he takes out a loan. The reason for his reluctance is simple: he was raised at home to believe that "a decent person does not have debts," and like many entrepreneurs, he still does not like financial institutions.

The startup’s growth has almost immediately slowed down because several well-known Austrian beverage companies considered the revolutionary idea too risky and refused to partner with Red Bull. The food authority was also not a fan of Red Bull, considered it dangerous, and banned its marketing in many places - but Mateschitz was not discouraged. Dietrich Mateschitz cites the three most difficult years of his life as the early days of Red Bull.

Being an experienced manager, he refused to lower the price of the not exactly cheap beverage. He is vigilant about consumer behavior. The highly stimulating product was finally a hit in Austrian discotheques. It was tempting to dance the night away. Word of the new wonder “drug” spread quickly across the border. However, on the German side, Red Bull was still not allowed to be marketed. It was banned for a time in Hungary, France, and Denmark because of what they consider to be its high caffeine and taurine content. It is the desire for the forbidden fruit that has brought the real breakthrough. Consumers "smuggle" a bootleg number of Red Bulls across the then non-EU Salzburg border crossing into Bavaria, where it is sold in nightclubs in violation of the law. From then on, the triumphal procession is unstoppable. And during this time, the custom of mixing it with vodka also arises.

Germany and the United Kingdom were introduced to Red Bull in 1994 after the company’s expansion in Eastern and Central Europe. It was able to win a 75 percent market share on the American energy drinks market despite the slow start and late expansion to the US in 1997.

In the process, Red Bull has also garnered some criticism for its use of extreme sports marketing and its impact on health. Due to this, the European Food Safety Authority (EFSA) and other food regulatory agencies have limited the levels of caffeine, taurine, and glucuronolactone in Red Bull and other energy drinks.

Key takeaways:

A serendipitous meeting between the Austrian and Thai founders of Red Bull was quickly followed by the realization of an excellent business opportunity and action. The recipe was ready - even if it still needed to be refined for European tastes - and the parties focused on market development strategies, sales, and marketing activities.

Still, launching the product in Austria was not a success, and many founders would have given up at this point. But Mateschitz kept his eyes open and recognized what the sales drivers would be in the early days.

• Word-of-mouth marketing,
• The feeling of uniqueness (energy drinks were not yet known to the European public),
• A stronger effect than coffee, which, mixed with alcohol, stimulated parties in Eastern Europe as a non-addictive and non-consciousness-altering substance,
• The progressive association of the brand with sports, in addition to nightlife.

Together, these elements have served to build Red Bull's success on an increasingly efficient and planned business foundation.

The Products

The product portfolio of the company.

Three of Red Bull's products are core products that are sold in all relevant markets, regardless of culture or target group:

• Red Bull energy drink: the familiar gray-blue metal can that comes in a 250 ml edition. In some countries, it is also available in a 350 ml and a 500 ml version.
• Sugar-free Red Bull: Instead of sugar from sugar beets, the company uses aspartame, sucralose, and acesulfame K to sweeten the product. The product's other ingredients and packaging are the same as the original energy drink.
• Red Bull Zero Sugar. The Zero and sugar-free variants differ little in terms of content. According to the company, the only difference is the taste.

However, there have also been numerous drinks that have been launched in limited quantities or connected with specific sporting events. These include The Tropical Edition, The Coconut Edition, The Red Edition, and The Summer Edition, currently available in four flavors. However, Red Bull not only limits the time of availability but also sells specific, localized products for the largest markets. For example, ORGANICS by Red Bull, which is only available in German, is not an energy drink but a soft drink that comes in six flavors. These include cola, tonic, and ginger drinks.

Red Bull cans are 100% recyclable. In addition, with only one manufacturing location, 80% of renewable resources are saved rather than using multiple ones.

Product localization

Almost all of the markets in APAC are served by Red Bull, and the company uses local development strategies to cater to consumer tastes in each market. Red Bull markets in the APAC region curate their product portfolios, and it takes a lot of time for each market to develop the most appropriate product selections. Local and center teams are continuously reviewing the portfolio of products to ensure that the energy, taste, and size requirements are met. Though the original blue and silver Red Bull Energy Drink is still a popular beverage, Red Bull is also interested in creating new products to match the changing tastes of the market.

Red Bull Editions are a seasonal range of localized products. To give an example, Red Bull has a Coconut edition in Singapore that includes coconut and blueberry flavors; in Australia, there are Orange editions (orange flavors), Tropical editions (tropical fruit flavors), and Red editions (watermelon flavors).

Each Red Bull market has a local team that interprets the meaning of the products to ensure they are relevant to the target customers. There is room for growth in the energy drink market through premiumization, even though the market is well established.

Manufacturing

A new Red Bull production facility is being built in Glendale, Arizona. A joint venture between Red Bull, Rauch Fruit Juices, and Ball Corporation, RRB Beverage Operating, is investing USD 250 million in the next few years to build a new 700,000 sq ft-sized facility. Originally, the company planned to start manufacturing in 2021, employing 140 people in the process. There is no news available on how COVID-19 has modified the plans.

Instead of keeping the production process in-house, RB outsourced it to Rauch. Among other beverages, it produces Red Bull's drinks in Nüziders, Austria, and Wildenau, Switzerland. It is only 40 kilometers between the two production facilities despite being in different countries.

It was previously made at a Swiss plant and imported to the U.S., but the company's growing popularity in North America and a threat to taxing cans and products imported from Europe, in general, led to the investment.

One of the joint venture partners, the Ball Corporation, which specializes in the production of aluminum and steel packaging for the food and beverage industry, opened an aluminum can manufacturing plant in Goodyear, Arizona in 2019, not far from the new project site in Glendale.

Sales channels

As a manufacturer of soft drinks, Red Bull does not market its products itself but distributes them to restaurants and stores via Red Bull-owned distribution companies. One such company is Red Bull Distribution Company , which is responsible for distribution in North America. The Group currently employs around 6,000 sales staff who distribute its products in 170 countries around the world.

The sales employees directly involved in the sales process are usually field sales representatives. They cover a predetermined territory by driving around and replenishing products from Red Bull in restaurants and convenience stores. They are also responsible for ensuring that the energy drinks are in the right, highly visible places on the shelves and that the company logos get the attention they deserve.

Of course, the larger chains and online beverage stores are already negotiating directly with distributors. The company's sales activities are rounded off by various corporate purchases.

Beverage retailers in particular tend to offer their customers a diversified product portfolio to generate more sales so that they can not only order a specific beverage but also upsell it. This involves offering additional options (both products and services) to a customer who has already been won over, which can then be sold at a much higher profit because there is no need to advertise and approach the customer again. In contrast, Red Bull has opted for a narrow product range - for a long time, there was only one type of energy drink and one flavor. Today, that range has broadened, but there are still many subsectors (e.g., alcohols, premium products) where there is room for further expansion.

Red Bull works with several international and local distributors, typically owned by RB. Sales are always B2B, with restaurants, small and large grocery stores, and corporate customers on the other side.

The Red Bull Brand

The Red bull brand stands out as a category dominating queen holding 42% of the global energy drink market in 2020. Second comes Monster with a 39% market share.

Company culture

The vision statement of Red Bull is “(The company) is dedicated to upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices, dedicated to coaching and developing our organization as an employer of choice.” (Source: redbull.com)

According to reviews on Indeed and Comparably , Red Bull is successful not only in building an outward-facing brand but also in creating a high-quality corporate culture. Typical feedback praises the internal social life, work environment, and highlights internal development opportunities. However, as in any other organization, those who work under a poorly performing manager are understandably dissatisfied with management skills, work-life balance, and supervisor availability.

Can of innovation: a branding move

The can became the symbol for Red Bull, even though it has been commonly used among beverage manufacturers. There is, however, a significant difference: instead of the usual 330 ml can, which is a bit chunkier, Red Bull has introduced the 250 ml sized container, which is thinner and taller than usual. There are two reasons for this: the unique appearance makes the product stand out from the competition, and it explains why Red Bull is much more expensive than the usual packaged drinks.

Red Bull’s target market: for those who need energy

Red Bull’s target market is young people between the age of 15 and 45 with high income. The company segments its target market even further offering as the main benefit a sense of belonging and enhanced physical and mental performance.

Matschitz explained the failure of Red Bull's first consumer test by claiming that such products only succeed in their intended environment. In sterile laboratories, no one needs extra energy, so Red Bull could not be treated at its true value. The moment the drink was introduced into gyms, parties, and bars, or even boardrooms, the rejection stopped, because the product found its right target audience.

Red Bull’s logo and design over the years

The energy drink was originally created for Muay Thai fighters and blue-collar workers in Thailand. A logo where two red bulls were readying to fight and the bright yellow sun rising behind them is typical for the APAC region. The only direct change was the “Red Bull” inscription written in bold, English font.

The Red Bull logo did not change significantly over the years. What makes the story special is that Mateschitz's marketing background allowed the team to spend extra time finding the right design. However, both the logo and the name and colors scored poorly on focus-group questionnaires. Nevertheless, the owners stuck to their original vision and did not change the design "rescued" from Thailand. Time has proven them right.

Red Bull brands and subsidiaries

Red Bull Racing

AKA Red Bull AKA RBR AKA Oracle Red Bull Racing is a Formula 1 racing team. The team won the 2021 championship with its driver Max Verstappen.

Scuderia AlphaTauri

AKA AlphaTauri is the second Formula One racing team of Red Bull. Originally the company’s junior team, today its considered to be the sister team of Oracle Red Bull Racing.

New York Red Bulls & New York Red Bulls II

The company’s two American professional soccer teams. The first participates in the Major league and the second in the second tier league.

FC Red Bull Salzburg

AKA FC Salzburg, the company’s Austrian professional football club. Red Bull bought the club in 2015 and changed its colors, a move that its fans found controversial.

FC Liefering

Red Bull's second league Austrian football club.

The German professional football club nicknamed Die Roten Bullen. The company bought the team in 2009 and in less than 9 years took it from the fifth tier league to the top-flight Bundesliga.

Red Bull Brasil & Red Bull Bragantino

The two Brazilian football clubs whose teams compete in the second and top tier of São Paulo state football league respectively.

EHC München & EC Red Bull Salzburg

Red bull’s ice hockey teams. The first competes at the highest level of professional German ice hockey. And the second competes in Austria’s top-tier ice hockey league.

Red Bull Records

It’s Red Bull’s global record label focusing on more niche genres like rock, alternative rock, punk rock and hip hop with bands like Awolnation, Twin Atlantic, and Beartooth.

The example of Mateschitz is rather the exception that proves the rule because his decisions - especially in the early years - were always at odds with business logic and common sense. The launch of the energy drink Red Bull in Europe was prepared through a series of processes: Testing the product, obtaining food safety and market approvals, market research as part of the launch. In the end, there were almost no areas left to support the owners' ideas, as neither the food authority nor market research considered energy drinks to be a good product.

Mateschitz, however, stubbornly stuck to his original ideas and, adapting some of the intellectual property brought from Thailand to European tastes, practically single-handedly created a youthful, trendy and energetic brand Red Bull.

Red Bull Marketing Strategy - Sponsoring Sports, Athletes And Events

Red Bull global marketing strategy focuses, but it’s not limited to, sponsorships of extreme sports, athletes and events of every scale, from local to global.

The company generates massive awareness with its presence in unique first-ever events like Felix Baumgartner parachute jump and in major regular events like the Volcom Pipe Pro and the Freeride world tour.

Red Bull’s marketing strategy, however, includes more traditional marketing practices and channels like TV commercials and social media with millions of followers across its Facebook, Instagram, Twitter, LinkedIn, and Youtube tens of accounts. It runs ads across every channel, trying to appear in front of its target audience everywhere it goes.

Red Bull marketing budget

A question on a lot of people's minds is how much does red bull spend on marketing?  Unfortunately, Red Bull does not share its marketing budget, but it is rumored to be around 25% of the yearly revenue. So whilst we can only guesstimate what it spends, one thing we know is that it's a lot of money and a very important focus for Red Bull.

When the product becomes the means of Red Bull advertising

Sponsored stars are today's flesh-and-blood heroes: athletes, drivers, Formula 1 racers, and extreme athletes who stand for real achievement.

In addition to financial support, the stars receive equipment, clothing, and accessories with the Red Bull logo. And of course their advertised product, energy drinks in the required quantity. Red Bull's branded merchandise is particularly valuable because, unlike many beverage competitors, the company does not mass-produce merchandise - it is available only in the inner circle. 

The international marketing activities of Red Bull are aimed primarily at young people who are attracted to and like extreme sports. The range of extreme sports targeted is very broad and includes:

• Mountain biking
• Snowboarding
• Skateboarding
• Wakeboarding
• Cliff jumping
• Ice skating
• Freestyle motocross
• Break dancing.

Red Bull also uses music and  video games  for marketing purposes and has brought in celebrities like Eminem (through its support of the Red Bull "EmSee Battle Rap championships").

Red Bull is also known for its events, including music and art conventions. In Hungary, the company launched Red Bull Pilvaker in 2012, one of the country's most unique music and cultural projects, which commemorated the 1848 Revolution and the War of Independence with the help of outstanding contemporary art artists. The popularity of Red Bull Pilvaker is reflected in the fact that in recent years all tickets for performances at Erkel Theater, which seats almost 2,000 people, were sold out within a few days.

Red Bull also maintains soccer teams in Austria, Germany, the United States, and Brazil - these teams also carry the brand name, Red Bull. By associating the energy drink with these activities, the company aims to reinforce the "cool" image of the product and thus the strength of the brand. The energy drink has also created a market for over 150 additional souvenir items.

On the PlayStation 3 community platform PlayStation Home, Red Bull created a dedicated in-game island in 2009 to specifically promote the energy drink Red Bull and the racing series Red Bull Air Race. In January 2012, Red Bull also opened its first personal community area, the " Red Bull House of Skate," which featured an indoor skating rink for visitors.

Red Bull's sports sponsorship activities focus on supporting talented young athletes and helping them achieve their goals. The Red Bull Junior program in motorsports is the most prominent branch of this, but the company follows this philosophy in its support for athletes, regardless of the sport. Sebastian Vettel, Daniel Ricciardo, and Danyiil Kvjat are among the most prominent students of the Red Bull Junior program.

Formula One Red Bull Racing

Red Bull Racing is the Austrian Formula 1 team owned by the energy drink company Red Bull. The company's other team is Scuderia Toro Rosso (later Scuderia AlphaTauri).

The team's direct predecessor is the Stewart Grand Prix, founded in 1997 by Jackie Stewart. In late 1999, it was sold to the Ford Motor Company, which raced it under the name Jaguar Racing. In 2004, Ford decided to sell the unsuccessful but costly team. It was bought by Dietrich Mateschitz, owner of the energy drink company Red Bull. The team was then able to take to the grid at the 2005 Australian Grand Prix as the successor to Jaguar, now in the blue and silver colors of Red Bull energy drinks.

Red Bull was no stranger to motorsport's premier class, having previously sponsored Sauber, Arrows, and its predecessor Jaguar. Having started its own team, Red Bull naturally terminated its contract with Sauber (the Arrows had already ceased to exist in 2002). The drinks company has also appeared in the Formula 3000 series and its successor, GP2, and has a European talent scouting program called Red Bull Junior Team. Later Formula 1 drivers have also emerged from the program, with Enrique Bernoldi, Christian Klien, Patrick Friesacher, Vitantonio Liuzzi, and Scott Speed all having raced in the premier class.

RBR enjoyed immediate success in its first season in 2005, thanks to two of its drivers, Coulthard and Klien. The 2005 Red Bull RB1 was based on the already papered Jaguar R6. The team used the weakest Cosworth engines and Michelin tyres throughout the season. The team exceeded expectations to finish seventh among constructors with 34 points.

For the 2006 season, Red Bull Racing changed engine suppliers and used Ferrari V8 power units for the season. Adrian Newey, who was signed from McLaren in November 2005, was appointed as chief designer. Newey did not play a major role in the design of the RB2, which was almost complete by then, and instead started work on the 2007 model. By 2007, the Adrian Newey-designed RB3 was finally completed, with the Renault engine replacing Ferrari's. Mid-season saw the arrival of Geoff Willis, who had worked as technical director at Williams and BAR and then at Honda. Following the departure of Michelin, Red Bull Racing naturally started on Bridgestone tyres. On the racing front, David Coulthard remained with the team, while Mark Webber took the other seat. Webber left the predecessor Jaguar after 2004 and joined the energy drinkers after two disappointing seasons at Williams. The team finished 5th in the constructors' championship with McLaren eliminated and 24 points, David Coulthard 10th with 14 points, and Mark Webber 12th with 10 points.

For 2009, the retiring David Coulthard was replaced by Sebastian Vettel from Toro Rosso, while Mark Webber remained with the team. The team ended the year with a double victory at the Abu Dhabi Grand Prix. Vettel finished second in the individual championship with 84 points, 11 behind world champion Button. The team finished second in the constructors' championship, 18.5 points behind Brawn GP. From 2010-13, RBR enjoyed a truly golden era, its World Championship victories making it unchallenged.

The 2014-20 Formula 1 era brought less success for Red Bull (regularly replaced by Mercedes in first place), but remained a worthy rival to Ferrari. In the 2021 season, with a Honda engine, they continue to pile on the surprises, and their fans are predicting the resurrection of RBR in an ever-strengthening F1 team.

Red Bull Ring ‍

The Red Bull Ring (originally called Österreichring, between 1997 and 2003 A1-Ring) is an Austrian race track in Styria. The circuit itself is located in the territory of the municipality of Spielberg, but its access roads are in the immediate vicinity of the municipality of Zeltweg, which is why it is often referred to as the "Zeltweg circuit". The track was renovated in 2011 with financial support from the energy drink manufacturer Red Bull to make it suitable for Formula 1 again and will be back on the calendar for the 2014 season.

Red Bull Racing has won at its home track four times since its inception.

Red Bull sponsoring other sports

• In 2006, Red Bull announced they would sponsor the NASCAR Team Red Bull. Lowe's Motor Speedway was their first stop in the Nextel Cup Series. The team was shut down in December 2011 and its assets were acquired by BK Racing.
• A major sponsor of Repsol Honda, Red Bull is the title sponsor of Red Bull KTM Factory Racing and Red Bull Honda World Superbike Team.
• Football has also been a huge part of the company's activities. The Austrian club SV Austria Salzburg was purchased by Red Bull on 6 April 2005, and it was renamed Red Bull Salzburg, a move that has been heavily criticized by supporters' groups in Austria and across Europe. FC Liefering has also been purchased as Salzburg's feeder club.
• Since 2000, the company has owned the Salzburg team in the Austrian Hockey League, now named Red Bull Salzburg. Throughout 2012 and 2013, Red Bull became the team's title sponsor and then bought the club outright.
• A new League of Legends team was formed by Red Bull in 2017, Red Bulls, which competed in the European League of Legends Challenger Series from 2017 until it folded in 2018. Several Red Bull sponsored fighting game players to compete in Tekken and Street Fighter games, as well as The International winner OG, who competes in Dota 2.

Felix Baumgartner parachute jump from space

Baumgartner and his team saw a mission in the world record attempt, for which the athlete had been preparing since 2005. The jump offered the opportunity to collect data to improve life-saving for astronauts and pilots or potential space tourists and to study the behavior of the human body in the stratosphere. It is critical to make the return from space safe for space crews, as they may have to eject from the aircraft and it is life-threatening to enter the stratosphere in an unprepared space suit in such an emergency.

The first record attempt was scheduled for Oct. 9, 2012, at 11:42 a.m. local time, but a strong wind prevented the 834,497-cubic-meter balloon from inflating safely, as it was twisted by the wind. Wind gusts of up to 40 km/h were measured at the top of the balloon, although the wind speed was not supposed to exceed 5 km/h.

The next attempt was therefore postponed until Sunday, October 14 - a postponement that tested everyone's patience but was the only way to ensure safety. At the press conference after the jump, FAI record holder Brian Utleya announced that Baumgartner had reached a speed of 1342.8 kilometers per hour (Mach 1.24), breaking the speed of sound. The pilot came down from a height of 39,045 meters in 4 minutes and 20 seconds, covering 36,529 meters in freefall.

Red Bull, like Ferrari , has found in sports the marketing platform that best reaches its audience. However, the company has not limited its sponsorship activities to motorsports but supports all sports from ice hockey to extreme sports. The company invests most of its marketing budget in financing the Red Bull Racing Formula 1 team and maintaining the racetrack at the Red Bull Ring.

Red Bull also supports music as a nightlife player and various events aimed at partygoers.

Final thoughts and key takeaways of Red Bull’s story

Who owns red bull today.

Red Bull GmbH is a private company with its headquarters in Salzburg, Austria. Two billionaires own Red bull:

• Thai businessman  Chalerm Yoovidhya,  who owns the majority of the company sitting at 51%. His net worth as of 2021 is estimated at $24.5 billion.
• Austrian businessman  Dietrich Mateschitz,  who owns 49% of the rest of the company. His net worth as of 2022 is estimated at $26 billion.

Growth by numbers

According to Forbes , the brand that gives you wings sold 6.8 billion cans in 171 countries in 2018. Among the fastest-growing markets were India (+30%), Brazil (+22%), and Eastern Europe (+22%). Using a marketing strategy built around extreme events, Red Bull has sold a total of 75 billion cans since 1987.

Key takeaways from Red Bull's story:

• The founders’ agility: Red Bull would certainly not look the way it does today if the founders - a Thai pharmaceutical entrepreneur and an Austrian marketing manager - had not had a clear vision for the brand right from the start.
• Product portfolio: The soft drinks market is characterized by the dominance of aggregators (e.g. Coca Cola, which contrary to popular belief does not only produce Coke). To counter this trend, Red Bull has from the beginning thought in terms of a small product portfolio and focused on the energy drink market rather than a diversified range. It was not an easy task, as it was a pioneer in the field at the time of its launch - no other energy drink existed in Europe. The company invested a lot of energy in educating the market, which at first did not welcome this unique product, but now it has become an integral part of it.
• Marketing : Instead of investing millions of dollars in television, radio, and Internet advertising, Red Bull took a different approach from the beginning. Although it was initially forced to do so because many countries did not officially license the energy drink, word of mouth is still the strongest element in the company's marketing. The founders succeeded by identifying the two areas where there was a real need for energy drinks and focusing all marketing activities on them.
• Sponsorship : Red Bull quickly found its audience among athletes as well as party-goers, so it's no wonder that the company turned to sports sponsorships. One of Red Bull's main marketing weapons has been its own Formula 1 team, as well as sponsorship of a number of ball and extreme sports.

The companies more than 30-year history is a powerful story of challenges, of working against the wind, of the founders' strong vision, of defying business logic, and of perseverance. Even though the Austrian entrepreneur Dietrich Mateschitz has made countless decisions that would not have worked for others and that go against everything that business can teach us, the success of his company is beyond question.

If there is anything we can learn from him, it is surely his belief in his team and his own instinct to put an unknown product on the world map. Red Bull now inspires millions of people a year, its sales are skyrocketing (based on the sales statistics, every person on earth could drink one Red Bull), and its marketing efforts are leading the way for many other companies in the industry.