It Gives You Wings

Red Bull energy drink avoids usual methods of marketing, relying more on word of mouth, to share its ability to “give you wings”.  Some observers say its branding is revolutionary, some even calling it an “anti-brand” strategy.

Red Bull’s image is associated with youth culture and extreme sports such as mountain biking, snowboarding, cliff diving and surfing.  Red Bull is even connected with dance and college parties through their Red Bull and Vodka drink creation.  Since Red Bull’s message to give you wings is extreme, it wants to reach the most extreme audience.

To make sure the brand is visible on the street, Red Bull uses cars as mobile bulletin boards, mounting a giant can of the drink on the top of the vehicle.  In its attempt to be seen as youthful and slightly “off-the-wall”, Red Bull’s promotions have to be eye catching.

If someone is seen wandering the street by a Red Bull representative that seemed to be lacking energy, they would be handed them a can of Red Bull.  The energy drink is also given to club DJs to hand out.  Even after finished, these empty cans will be left on tables in bars, clubs and pubs, further promoting the item.

In keeping with their target market, Red Bull hosts events like the Red Bull Flugtag and the Red Bull EmSee Battle Rap Championship with help from Eminem.  At the 2009 Super Bowl, Reggie Bush was the first NFL athlete announced to endorse the product, adding mainstream sport athletes to its roster of sport endorsements.

In addition to being seen as “off-the-wall”, Red Bull is seen to get you energized with its ability to give you wings.  College students find this extremely attractive, while they often spend long nights doing homework resulting in no sleep.

In order to further connect with possible consumers, Red Bull hires student brand managers who promote the drink on college campuses across the country.  These brand managers are encouraged to throw parties where Red Bull will be distributed.  With proper documentation, Red Bull will even provide Vodka so party-goers can enjoy a Red Bull and Vodka drink while having fun, causing Red Bull to be associated with fun.

On RIT’s campus, Red Bull brand managers hid cases of Red Bull around campus, telling students to text a specific number for clues, getting its consumers excited about the drink.  The Red Bull team can often be seen at events handing out drinks to give students wings, as its likely that we need it.

Red Bull’s alternative approach to marketing has left them very successful, as the most popular energy drink in the world, based on market share, according to Burt Helm of Bloomberg Businessweek.  But with all these other soft drink companies taking Red Bull’s approach of non-traditional marketing for their products, we’ll have to wait and see how long Red Bull can use its wings stay on top.