Red Bull: Brief History And Background Score Of The Successful Brand

The history of Red Bull is chock-a-block of so many different shades. Yet, it is desirable to any avid merchant. Considering the unique approach it uses in marketing and advertising, the famous Austrian energy drink brand has the distinction of standing out more for promoting a lifestyle associated with extreme sports and adrenaline than for the product itself. By being associated from the beginning with practices of this style and others with great reception, especially among the young public, Red Bull has managed to position itself as a modern and fashionable drink despite being launched decades ago. Wait, before you move forward-grab a Red Bull Cherry!

Red Bull, with its thrilling presentation 

Beyond its famous slogan that reads “Red Bull gives you wings” and refers to its characteristic. Red Bull has been in charge of encompassing the Brand in a privileged place, allowing it to catch up with significant companies that enjoy worldwide recognition. Hand in hand with the equally important fact of having created a new category and being a pioneer in a market that today generates scandalous sales figures, Red Bull is a giant with a business model that, to a certain extent, is still extravagant. Nevertheless, all the credit must be attributed to the success that the brand has managed to achieve in a relatively short period. 

This has the singularity of investing a figure close to 25% of the high impact advertising income, which generates massive media attenston as a free press. It can be said that everything Red Bull does when it comes to advertising certainly has a multiplier effect.

Dietrich Mateschitz and Chaleo Yoovidhya: the creators of the brand

Far from being an invention or a revolutionary product, in a way, we can say that the Red Bull already existed even before it was known as such. In reality, this was just the adaptation of a Thai product called Krating Daeng to Western culture. This popular drink has traditionally been used as a product widely consumed by people dedicated to trades with high physical demands, which allows them to overcome fatigue and tiredness or drive a whole night, to be precise—still sipping down Red Bull Cherry?

Red Bull: From sponsoring sports teams to buying them

Today, famous and young athletes have helped to show Cherry Red Bull as a modern drink that is always in fashion among young audiences. For some years now, its continuous search for prominence has led to becoming a sponsor-the organizer of different competitions and events worldwide. 

Nonetheless, Red Bull has become the owner of several sports teams, including football clubs such as RB Leipzig of the second division in Germany, Red Bull Salzburg of the first division of the German league. To name a few, Austria or the New York Red Bulls of the United States league’s first division. In addition to the two Formula 1 team that it currently has, it has sections in other different series such as NASCAR in the United States and also owns extreme sailing and hockey teams.

Apart from the advantages that all this represents in advertising, the Red Bull company can also derive some economic benefits from its direct link with sports teams. It is something that indeed in the future and with the help of other strategies. Red Bull can help you evolve your model and diversify its activities, especially considering that Red Bull Cherry energy drinks are a market that is increasingly becoming more mature and competitive.

Red Bull: an advertising and marketing business

Many have chosen to call Red Bull GmbH, a low-cost marketing group. By having the entire operational part outsourced, it seems that the group had only set out to achieve the highest possible visibility and exposure from not only relying on renowned sports stars. But also creating high-impact events at local and global levels that manage to attract the media’s attention. Todaythrough social networks, Red Bull tends to go viral and extend its reach to an unimaginable amount of public. 

In this context, we can cite such famous examples as the Red Bull Stratos. It is an event in which an ex-military and paratrooper named Felix Baumgartner made the first jump from the stratosphere. Today, the Red Bull Air Race is the most famous aircraft competition in the world, or the diving competitions carried out by the Brand in exotic places. The events turned out to be all viral hits and are shared millions of times on social networks; also in a multitude of media.

Red Bull’s presence in sports attracts large amounts of public such as football. Red Bull today monopolizes the showcases of the world of sports like no other brand does. However, deciphering the relationship between the Brand and the product is becoming increasingly difficult, especially for those who have not had the opportunity to learn much about Red Bull.

This is to the extent that today they are the same events that allow it to have great visibility and whose organization and production the company is in charge of, the brand’s real protagonists far above the drink. One way to understand what the company essentially does today is to promote and associate different activities (especially of an extreme nature) with its beverage consumption.

It’s not about what you sell but how you sell it

Red Bull has become a brand giant in a relatively short period through what the company calls its unique marketing concept. Either as a sponsor of events and recognized sports stars, youth activities, or simply going to the universities- Red Bull has a presence to publicize the product and organizing all kinds of things that have a favorable association with the values ​​of the brand.

Red Bull has managed to give life and drive a new concept from something that already existed. By repackaging the traditional Thai Krating Daeng to selling it as an energy drink, Dietrich Mateschitz and Chaleo Yoovidhya’s company gave life to an entire industry. Red Bull today remains the undisputed leaders with a presence in more than 167 countries and an enviable market share of 50% in the United States and 80% elsewhere.

Red Bull: Time for Brand Attitudes

One of the objectives for any brand worth it is salt is to get out of the fight of its category, its product, its competition. This only happens when a brand wants to reach maturity and sets out to create brand attitudes. We know about how brand attitudes are created, and what really happens is that the Brand proposes a suitable context. So that the target audience feels identified and creates the brand attitude.