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The
 
World Of
 
Red Bull 

 

Introduction

RedBull was an easy choice for this deep dive for many reasons. After years of extremely successful marketing, Redbull has constantly been on the cutting edge with all of its branding and consumer communication efforts, making it the largest energy drink company in the world and a leader in marketing innovation. 

 

Started on April, 1 1987, in Austria, Redbull was designed as a functional beverage that would give its drinkers a boost to get through the day. SInce then, Redbull has developed itself into one of the most iconic brands in the world with its unique marketing strategies. The company currently has 8966 employees across 165 countries, and has worked with a sustainable, yet ambitious growth rate of 15.6% for the past few years. With the slogans "RedBull Gives You Wings" or "Step Into the World of Redbull" the company has branded itself as an action sports drink. For the last decade almost every action sport event for snowboarding to motocross to even obsure events like the annual Flutag, has had RedBulls image plastered all over it. 

 

This type of aggressive marketing has given RedBull a very desirable positioning amongst consumers and against other energy drink products. As the first energy drink product ever brought to market, Redbull has an authenticity and quality factor that alot of other brands do not. Along with that, after years of participating in action sports, Redbull has expanded to being apart of hundreds of different types of hobbys. Therefore, consumers that participate in these hobbies have developed an emotional attachment with the brand and have become very loyal. Now, in todays digital day and age, the cutting edge brand has not shyed away from taking their product to mobile channels, In fact they are leading the charge as usual.

 

 

Competitors/

Marketplace

43%

38%

10%

Others

9%

Why Choose RedBull?

I have been a big fan of red bull for a long time. I do enjoy their products, however, as a marketing nerd and huge snowboarder, I really enjoy the all of the media and events that RedBull Sponsors. I am a huge fan of art, music, and adventure, which RedBull has very much been apart of in the last five years. One of my favorite films of all time is called the "Art of Flight," an adventure/snowboard moving sponsored by the company that Ive seen around 50 times. After seeing this film with constant product placement and visuals, the brand has been ingrained into my subconscious. Along with that, every college student needs a boost every now and then and I really enjoy the free samples that they hand out around campus.

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