Red Bull’s essence is based on its authenticity and free soul. As such a modern and young brand, they demonstrate it through extreme sports and challenging events, where they provide customers with a product that gives them the strength and energy they are looking for. They have built deep and strong emotional links that connect with their audience through every visible element: logo, slogan and can.
Red Bull Logo
Red Bull´s gold and red logo has been consistent over time. The two red bulls facing each other are a symbol of strength, energy power, risk-taking and aggressiveness. The sun rising alike background makes reference to its Asian roots (Thailand). The blue and silver symbolize intellect and “coolness” while the red and yellowish characterize emotion. Slogan
“Red Bull gives you wings”
Wings & the product
Wings & the people
The Product. It makes an approach with their audience in a concrete level of a product that vitalizes mind and body, giving you energy and increasing performance, concentration and metabolism.
The People. With this slogan Red Bull creates emotional links with its audience, young people that value their freedom, independence and adventurous lifestyle.
Literally. Red Bull also takes its slogan ‘gives you wings’ literally. They have a series called Red Bull Air Race where pilots fly around a course in a race for the fastest time. They also have Red Bull FlugTag, a contest in which people build homemade flying machines to launch off a pier. Red Bull recently just launched Felix Baumgartner from the edge of space. And one event that proves Red Bull’s commitment to its wing-giving promise is Red Bull Paper Wings, a worldwide paper plane competition.
Red Bull FlugTag
Red Bull Paper Wings
Red Bull’s 8.3 ounce can has an appeal that connects with its consumers. It is a taller can that gives a more “modern” image than other cola-cans making it unique and different. Its thinner appearance and lighter material connects with their slogan “..gives you wings”. And probably the most appealing fact of their can is that it is all they offer: one shape, one color, one size; making the brand personality ‘cool’, original and simple.
Extreme & Challenging
Jus as Coca Cola has established the marketing of happiness; Red Bull is the expert of marketing of extreme emotions. A consistent element across Red Bull´s activations is the thrive for speed, energy and accomplishment. The audience want to feel the courage and audacity that they see at Red Bull`s events.
Energy & Strength
Red Bull has found the way to engage with their audience through extreme sports and fearless athletes. They share videos that become viral with content of athleticism and bravery evoking the energy and strength people hopes to get from drinking the product. Freedom & Authenticity
Red Bull’s consumers look for a brand they can identify with. Freedom and authenticity are highly valued by consumers. Red Bull engages with these values with a ‘bit irreverent’ and inspirational brand. They sponsor all kind of challenging and innovative sports, events, races and more. And for those who are more of an artist than athlete, they offer the Red Bull Music Academy to appeal every dream.
Modern & Young
In order to keep targeting young people, Red Bull has to maintain itself young and modern to engage with their audience. This requires constant transformation and innovation towards new technology. Red Bull uses new technology to share content across many different blogs, social media outlets and distribution channels that connect with young audience; but they also use technology to be a part of their events such as in the Red Bull Stratos, where they used the most advanced technology and engineering of our time. Another way Red Bull has found a way to connect with young audience is the “Beat it” event.
Brand Contact Summary
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