Red Bull: The Energy Drink That Gives You Wings

Red Bull is one of the most well-known energy drinks in the world. The brand is synonymous with energy, excitement, and extreme sports. Since its introduction to the market in 1987, Red Bull has been associated with high-octane activities, adrenaline-fueled stunts, and pushing the limits of what's possible. Here's a closer look at the brand that gives you wings.

The Origins of Red Bull

Red Bull was founded in Austria by a man named Dietrich Mateschitz. During a visit to Thailand, Mateschitz discovered a popular energy drink called Krating Daeng. He realized that there was no equivalent product in Europe, so he partnered with the creators of Krating Daeng to develop a new energy drink for the European market.

The first cans of Red Bull were introduced in Austria in 1987. The brand quickly gained popularity and by the mid-1990s, Red Bull was available in several European countries. It wasn't until 1997 that Red Bull was introduced to the United States, but once it was, it became an instant hit.

‍

Co-creating RedBull

‍

The company

Red Bull faced a significant challenge upon entering the energy drink market, which was already saturated with numerous options. However, instead of relying solely on traditional marketing methods, Red Bull took a different approach.

The company placed empty cans in bins and around clubs to create the illusion of popularity through social proof. By filling the rubbish bins of London with empty Red Bull cans, Red Bull was seen as the energy drink of choice, which made it the energy drink of choice as consumers began to purchase it based on its ‘popularity’.

Red Bull understood its target market so well that it knew exactly how to bring the product to them. The empty cans created social proof almost by default. If you’re at a nightclub and you see empty Red Bull cans everywhere, you’re probably thinking, “what is this stuff and why are so many people drinking it?”

But Red Bull didn't just rely on social proof to establish its brand. Like many young startups, it didn’t have the budget to advertise on TV, radio shows, or billboard ads. Instead, the company decided to create its own event: The Red Bull Flugtag. The competition involves building homemade, human-powered flying machines to jump off a three-story deck with water as the landing site.

Given the absurdity of the event, large crowds began gathering to witness the spectacle, and word quickly spread about the Red Bull brand. Since its inception in 1991, the Red Bull Flugtag has attracted huge masses, with a record-breaking 220,000 people attending in 2012. By creating its own event, Red Bull not only attracted huge crowds but also increased brand awareness, solidifying its brand identity as an adventurous and daring company.

Red Bull's strategy of creating its own event and using social proof to establish its brand has proved successful. The company has managed to carve out its own space in a crowded market and attract a loyal following of adrenaline enthusiasts who love living on the edge. Through these unique marketing tactics, Red Bull has managed to co-create its brand with its customers and create a brand identity that resonates with its target market.

The users

Red Bull has successfully positioned itself as a brand that caters to adrenaline enthusiasts who love living on the edge. The brand identity of Red Bull reflects the values of power, fearlessness, and perseverance. This identity resonates with two distinctive categories of users: students and competitors.

For students, Red Bull is more than an energy drink. It has become an ally against fatigue and hard times, allowing them to keep up with their busy schedules. The brand has fostered an intimate bond with these users by being part of their daily routines. This has helped Red Bull spread its brand through groups of young people, ensuring an active user base.

On the other hand, competitors, who are adrenaline junkies, have a deep affiliation with Red Bull. After extreme sporting events, it is common to see competitors sipping Red Bull energy drinks. Through these events, Red Bull has created a feeling of communal affiliation among its users. Drinking a Red Bull energy drink with friends or people they have just met after an extreme event is a cultural display that reinforces membership of the collective, and through these users, the brand keeps growing.

‍

Influencers

Red Bull started its marketing journey by implementing a micro-influencer strategy in the initial stages. The brand provided Mini Coopers with Red Bull logos and merchandise to students in universities, creating hype among their fellow students. These ambassadors were given a car full of Red Bull cans, which they handed out at parties, becoming part of the Red Bull Musketeer program. This strategy proved highly successful, and Red Bull grew exponentially, expanding its reach beyond universities and taking a leap into extreme sports.

Red Bull continued to sponsor football teams in the Bundesliga and other leagues, and the Red Bull Formula 1 team became very popular. One of the most memorable moments was Red Bull's involvement in the Stratos project, where an astronaut took a plunge from space. Red Bull's influencers are highly valued, with personalities such as Daniel Ricciardo from Formula 1, who wears two hats as a reserve driver and a public face for fan interactions. The brand also created a new league for Neymar Jr, bringing together 64 teams from 34 countries for the ultimate tournament for the upcoming generation.

In addition to its influencer marketing strategy, Red Bull collaborates with food scientists on YouTube, who provide objective and scientific analysis of the product's ingredients, taste, and health benefits. This co-creation helps Red Bull improve its products and boost brand credibility. Red Bull has always been at the forefront of innovation, pushing boundaries and defying expectations, creating a unique identity that continues to resonate with its fans around the world.

Pop-culture

Red Bull has become a significant part of pop culture, with its influence extending to music, parties, and even mixed drinks. It is hard to imagine modern music without the brand mentioned in some form or another, with over 4000 songs referencing "Red Bull" or its slogan. Moreover, the drink is an essential ingredient in a popular mixed drink known as the "Jager bomb." Although the drink has gained notoriety for its association with college-aged binge-drinking and reckless partying, it has helped increase sales of both Red Bull and Jägermeister. The popularity of the "Jager-bomb" has helped drive a 21.8% increase in value sales and a 16.6% hike in volume. The drink has become synonymous with wild nights and has even spawned a new verb, "Jagerbombed," which is used to describe getting drunk, even if it was not from the drink itself. Red Bull has successfully become a part of pop culture, and its influence can be seen not only in music but also in the way people party and drink.

Conclusion

Red Bull has established itself as a brand synonymous with energy, excitement, and extreme sports. Despite entering a saturated market, the company utilized unique marketing tactics to co-create its brand identity with customers, such as creating its own events, using social proof, and collaborating with influencers. Through these strategies, Red Bull has become a popular brand worldwide and expanded its reach beyond universities and into extreme sports. With a focus on innovation and pushing boundaries, Red Bull's success seems set to continue into the future.

‍