1. Consumer engagement through sportsmanship
2. Viral videos depicting feats of athleticism and bravery, evoking the rush people seek from drinking the product.
3. Brand recognition through logo saturation.
4. Attainment of widespread brand recognition and loyalty first among a core demographic, then building a credible bridge to achieve it.
Because Red Bull’s targeting audience is the “Y Generations”, the company has developed a “Wings Team” to develop and establish a relationship with the consumers and to discuss with consumers about their appreciation or dissatisfaction of the product. One of Red Bull’s strategies is to be present at school events, big parties, sporting events, and school/social calendars. One of the many strengths of Red Bull is their genuine passion for their brand and consumers who are committed to their energy drinks. These committed people are likely to promote a good image of the brand and have a greater impact on targeted consumers. Even though Red Bull’s marketing strategy is proven to be the best, they are facing a negative publicity about the health risks that the drink leads to. Because of the many health risks associated with the energy drink, countries such as Denmark and France have banned the