Red Bull
Red Bull is the most popular energy drink in the world, selling over three billion cans annually. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz, Red Bull pursued an aggressive yet different marketing strategy to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner.
What were the key Brand elements for Red Bull?
A brand element is trademarkable device intended to identify unique goods or services and differentiate themselves from their competition. Brand elements are designed to enhance brand awareness by cultivating brand associations that are memorable, meaningful, and likeable. Red Bull possesses three key brand elements that helped create points of differentiation (POD) for the Red Bull brand; therefore positioning Red Bull as the world’s dominant functional energy drink.
Brand Name – “Red Bull” - Red Bull is an energy drink that promises to “revitalize body and mind”. Recognizing that Red Bull does not have a distinct target demographic, Red Bull concluded that all people need energy and promoted Red Bull as consumption for energy and health, not for enjoyment.
Red Bull Mystique - By positioning Red Bull with influential people and places, ccurious and adventurous customers tried the brand and spread the word. Red Bull promoted a "cool" public image to raise their brand power and used a slender container to suggest a "sexier" image than their competitors.
A mysterious position created a sense of need and urgency to the everyday consumer.
Slogan - “Red Bull gives you wiiings!!” - Red Bull is marketed as a product that can refuel a person and create sharper minds. The combination of six different ingredients (taurine, glucuronolactone, caffeine, B-group vitamins, sucrose, and glucose) enables Red Bull drinks to contain more energy than any beverage in the marketplace.
What were the key Brand elements for Red Bull?
A brand element is trademarkable device intended to identify unique goods or services and differentiate themselves from their competition. Brand elements are designed to enhance brand awareness by cultivating brand associations that are memorable, meaningful, and likeable. Red Bull possesses three key brand elements that helped create points of differentiation (POD) for the Red Bull brand; therefore positioning Red Bull as the world’s dominant functional energy drink.
Brand Name – “Red Bull” - Red Bull is an energy drink that promises to “revitalize body and mind”. Recognizing that Red Bull does not have a distinct target demographic, Red Bull concluded that all people need energy and promoted Red Bull as consumption for energy and health, not for enjoyment.
Red Bull Mystique - By positioning Red Bull with influential people and places, ccurious and adventurous customers tried the brand and spread the word. Red Bull promoted a "cool" public image to raise their brand power and used a slender container to suggest a "sexier" image than their competitors.
A mysterious position created a sense of need and urgency to the everyday consumer.
Slogan - “Red Bull gives you wiiings!!” - Red Bull is marketed as a product that can refuel a person and create sharper minds. The combination of six different ingredients (taurine, glucuronolactone, caffeine, B-group vitamins, sucrose, and glucose) enables Red Bull drinks to contain more energy than any beverage in the marketplace.