High level of sport drives Red Bull’s message

Event and sports sponsorship have been key elements of Red Bull’s marketing strategy for many years. Indeed, the brand has achieved a remarkable global success due, in part, to the reinvestment of 30 to 40% of its sales back to marketing and promotional activities.

Red Bull’s strategy has historically been divided into three kinds of approaches that are slightely connected between them:

  • Buzz marketing
  • TV advertising.
  • Sponsorship

Buzz marketing, includes handing out free samples at campuses and events where young people generally gather. As seen in the Wings Team article, this approach is often used as a way of initially raising consumer awareness.

In recent years, Red Bull’s TV commercials promoted, in a funny way, the fact that Red Bull allows anyone to do surprising things, that no one expected. Of course, the message of those advertisings perfectly fitted with the slogan “Red Bull gives you wings”…

More recentlty, the brand has focused its TV commercial strategy to provide the image of an extreme sports drink, associated to the idea that anything is possible.



Sponsorship represents the major part of Red Bull’s communication strategy. For the brand, this activity is not simply a mean to reflect a young and dynamic image to its audience, it is also a way to state a strong identity advocating the outperforming of oneself. That is way Red Bull is very present in extreme sports sponsorships and athletes endorsements.

In 2012, the company took its marketing to an entirely new level with the Stratos campaign. Felix Baumgartner achieved the record of 128,000 feet jump from the earth’s stratosphere, making him the first man to break the speed of sound while in freefall. The event was streamed live on line with viewers able to log in to post comments via Twitter and Facebook.


Source: http://marketingstories.net/le-sponsoring-donne-des-ailes-a-red-bull/


The Wings Team: a dynamic group at the heart of Red Bull’s strategy

Capture d’écran 2013-11-08 à 19.24.02If you are a university or a college student, you have probably seen or heard of the Red Bull Wings Team once in your life. It is the face of the brand, represented by those blue and silver Mini Coopers with a big Red Bull can on the roof. When the Wings Team comes at you, it is to offer you free refreshments. By doing this, Red bull insists on the interaction and the proximity with the consumers, showing them how much they care.

The Wings Team has for mission to energize people when they really need it. As examples, they used to visit active people in their working environment or in the streets, students at school, athletes during competitions, or party people in clubs…

The important part of a Wing Team members’ job is to put a Red Bull product and leaflet in the consumers’ hand and offer a memorable experience that will drive brand loyalty.

Only students can apply and become Wings Team members. In that way Red Bull rely on the dynamism of young people to convey the image it wishes to provide. The following video is  the advertising clip Red Bull produced to encourage young people to be part of the Wings Team experience.


Sources: http://www.redbullusa.com/cs/Satellite/en_US/Red-Bull-Wings-Team/001242965768603http://jobs.redbull.com/de/de/chicago-wings-team-member-chicago-city-007086http://www.redbull.fr/cs/Satellite?c=RB_Generics&childpagename=RedBullFR%2FLayout&cid=1242789394770&pagename=RedBullFRWrapper

Red Bull’s SWOT analysis


  • Category leader – Red Bull has established a strong, consistent brand image globally. Red Bull is synonymous with energy drinks in many countries.
  • Marketing strategy – The promotional activities engaged by Red Bull throught extreme sports sponsorships have helped the brand to build a strong identity and to increase consumer awareness/loyalty.
  • Broad geographic presence – Red Bull has a broad geographic presence, which should ensure positive long-term growth even if certain markets reach maturity.


  • Category limitations – In overall soft drinks, Red Bull has a limited product portfolio compared to the rising number of competitors bringing many other flavour variants and categories.
  • Pricing – Red Bull products are above the energy drinks average price. Consumers tend to think twice at the time of purchase.
  • Copy problematic – Red Bull’s recipe is subject to copy be cause of a lack of patent.
  • Controversial – The relatively high caffeine and taurine content of Red Bull makes the brand highly vulnerable to regulatory controls.


  • Emerging markets – Emerging markets represent newer geographies for Red Bull’s expansion. Accelerating the marketing and sponsorships in these markets is a wise move.
  • New production – Red Bull’s new production facilities in emerging countries are likely to make its retail price more competitive. The brand should also consider building production sites in Asia.
  • Product line extension – Offering new flavours and formats should help Red Bull to keep/improve its market shares.


  • Competition – Monster represents the biggest threat as it contains natural ingredients, which seems more desirable than Red Bull for some consumers. Competition is becoming more and more dangerous in term of marketing actions (copying Red Bull).
  • High marketing costs – Maturity in developed markets makes promotion harder than in the past, inducing higher marketing costs.
  • Negative publicity – Media worldwide report Red Bull as harmful for health. Parents also state that some components can be dangerous if consumed by their teenagers (who are the product’s target audience).


Sources: http://fr.slideshare.net/lecomtefrancois/le-marketing-stratgique-de-red-bull-17927774http://fr.slideshare.net/neha17tyagi/redbull-energy-drinkhttp://fr.wikipedia.org/wiki/Red_Bull

What about Red Bull ?

When I say Red Bull, everybody has an idea of what I am talking about. For those who don’t (and who probably lived in a cave during the last 20 years) this article might help.

Red Bull is the most popular energy drink in the world sold by the Austrian group Red Bull GmbH since 1987. Its leader, Dietrich Mateschitz, adapted its recipe from a pre-existing Thai energy drink named Krating Daeng (กระทิงแดง for the aficionados). The original Red bull, presented in a tall and slim blue/silver can, contains caffeine, taurine, glucuronolactone, B-group vitamins, sucrose, and glucose.

Anyone after 8 cans of Red Bull…


Red Bull has begun its international expansion in 1992 with the Central and East Europe. It entered the United States in 1997 and the Middle East in 2000. Since then, the group has launched a range of products, including Red Bull Cola in 2008, Red Bull Energy Shots in 2009 and Red Bull Blue/Red/Silver Editions in 2012 with the fruity flavours of blueberry, cranberry and lime. As an indicator of the success of the brand, in 2012 Forbes magazine has listed Mateschitz as the #162 richest people in the world with an estimated net worth of $7.1 billion.

Red Bull Products

Red Bull range of products form left to right: Red Bull, Red Bull Sugar Free, Red Bull Cola, Red Bull Energy Shots (Sugar Free & Original), Red Bull Blue Edition (blueberry), Red Bull Red Edition (cranberry) & Red Bull Siver Edition (lime).

To reflect its slogan « Red Bull gives you wings », the  group has implemented a strong international marketing campaign targeting young people through extreme sports sponsorships, event organization and celebrity endorsements. The sports Red Bull generally aims to apply its strategy range from mountain biking, BMX, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating to motocross, rally, and formula 1 racing. In addition to that, the company owns football teams in Austria, Germany, the United States and Brazil. By doing this, Red Bull succeed to promote a cool and young image to raise its brand power.