The success of the drink Red Bull comes because of the energy that it gives people. It is an energy drink that is sold by an Austrian Red Bull. It was created in the year 1987 by an entrepreneur Dietrich Mateschitz. It is one of the most popular drinks that sell around 3 billion Red Bull cans every year. Dietrich was very much inspired by an existing drink which was called Krating Daeng that he discovered in Thailand. He then took this idea to suit the tastes of the Westerners and hence modified it with some ingredients and finally found the Austrian Red Bull GmbH.
Marketing strategy of Red Bull:
Red Bull is sold in slim and tall silver with blue can. The slogan of Red Bull is “Red Bull gives you energy”. The marketing of Red Bull is done by advertising; sports team ownerships (EC Red Bull Salzburg, Scuderia Toro Rosso, Red Bull Racing, Red Bull New York, FC Red Bull Salzburg, RB Leipzig), celebrity endorsements, tournament sponsorship (Red Bull Crashed ice, Red Bull Air Race) and with the Red Bull record music. Red Bull has understood the customers in a most efficient way and that is reason for the success of Red Bull. Thus there is a transition from product to lifestyle branding.
Implementing of marketing ideas:
Red Bull has made a very strong and aggressive strategy by sponsoring sporting events from BMX to the rally competitions to break dancing and Kayaking. They have also created its own professional soccer team and they named it perfectly with New York Red Bulls. They play hosts to events like the Red Bull Flugtag. They also take into the best idea of promoting with the help of celebrity with some promotional tactics and hence promote the cool public image of what the audience desires. This help in emboldening the presence of the brand over everything that is momentous and breathtaking for the world of men.
Popularity of Red Bull:
Fan growth speed
11576 by 1 day
81373 by 7 days
178145 by 14 days
Twitter as on 16th November
67 Peer Index
The Red Bull firm avoided the usual types of marketing and they relied on the “Buzz marketing”. A perfect brand image was created and it was cultivated that associated the drink with the teen culture with the extreme adventure related sports like that of the motor sports or the snowboarding, mountain biking and some dance and music parties. The Facebook and the Twitter status were very much improved and it started attracting more number of people and hence the popularity of Red Bull started to increase. In the year 2010, Red Bull decided to become social. They took the social media to go to extreme.
The Red Bull’s Facebook page is a testament for their vision and an example of how we pursue social media marketing in today’s quick access and forget the online world. The social media strategy of Red Bull has not stopped with just online social media marketing but also with some interesting games that make people to get hooked inside.