Incredibly, the Red Bull corporation now has a global market share of 38% in the energy drink industry. In this article, here are some of the powerful Marketing Strategies behind Red Bull’s marketing that have contributed to this astounding achievement.
Red Bull is an energy drink company that was established in Austria in 1987. It rapidly rose to the top of the energy drink market thanks to a succession of great Digital Marketing Tactics that helped catapult the brand’s value.
Source: Medium.
How Powerful Are Red Bull’s Marketing Strategies?
Inspiring and Unforgettable Slogan
One of the world’s most well-known and unforgettable advertising slogans belongs to Red Bull. “Red Bull gives you wings.” Since the brand’s establishment in 1997, the slogan has not undergone a single modification until now. This is in contrast to the practices of many other businesses, which regularly alter their identities during rebranding.
This fact does not imply that this memorable brand slogan has been free from challenges throughout its lengthy existence. According to BBC, the corporation was ordered to pay over $14 million due to a class action lawsuit. In the United States, customers who believed the tagline was deceptive advertising filed the suit, as the product did not grant them the ability to fly.
The tagline did not create Red Bull’s meteoric rise to fame and fortune. But, the company’s unwavering adherence to it throughout its history has served as a cornerstone of its marketing approach.
The Sponsorship of High-Risk Sports
Of course, despite its powerful Marketing Strategies, Red Bull does not provide its customers with wings. However, the company has stayed true to its motto by supporting extreme events. They did it to build strong brand awareness, which is a powerful Marketing Strategy. Thus, they conveyed that its energy drink provides customers with fantastic, out-of-this-world performance.
In 2012, they hosted a one-of-a-kind event dubbed Stratos. Back then, Austrian Felix Baumgartner parachuted from the edge of space while millions worldwide watched online.
The mission was a smashing success, resulting in the first free-fall to surpass the speed of sound. It also set several other Guinness World Records and became a win for Red Bull’s marketing efforts.
The marketing ploy is estimated to have cost roughly $30 million. But, Felix’s jump resulted in sales for the company that was greater than $500 million. What a successful marketing effort!
In addition, Red Bull organized and supported other events of its kind. For example, in 2021, Dario Costa made history when he flew an airplane through a tunnel for the first time ever. Thus, he stretched the boundaries of what was considered physically feasible.
A Brilliant Strategy for Marketing and Advertising
Another of Red Bull’s powerful Marketing Strategies is its light-hearted and humorous approach to advertising. It all began in the year 2000 with a series of video advertisements. These ads featured memorable artwork and Video Storytelling that captured the audience’s attention every time.
They were so distinctive that when people saw one of them, they knew without a doubt that it was an advertisement for Red Bull. So consumers recognized it, even if the logo or company name didn’t appear until the very end of the commercial. Additionally, this demonstrates the effectiveness of the company’s brand awareness, which has been developed over many years.
Just look at Red Bull’s 2013 Thanksgiving Commercial, for instance!
Red Bull’s brand advertisements ran for some years. As a result, they preserved the one-of-a-kind and recognizable aesthetic that had initially drawn people in.
And, of course, at the end of each commercial, there was the one-of-a-kind line: “Red Bull gives you wings.” The brand also included this catchy phrase in the company’s banner and display advertisements.
Clever Usage of Guerrilla Marketing
Red Bull brilliantly executes Guerrilla Marketing. It’s another aspect of their marketing strategy that might teach us something new.
Guerrilla Marketing employs ingenious and unorthodox strategies. Thus, they increase sales or attract attention in a business context, typically using one’s environment.
Among their earliest efforts in advertising is among some of their more powerful Marketing Strategies. The company recruited the now-famous “Red Bull” girls to distribute free beverages among college students. This demographic represented one of their primary target audiences: young, physically active people.
Therefore, when these students began preparing for their tests, the first thing that sprang to their minds was Red Bull. After all, it’s the ideal energy drink to assist them in preparing for their tests. Additionally, the drink is perfect for helping maintain their concentration throughout a whole night of studying.
This Red Bull girls campaign was a massive hit with consumers. Additionally, it significantly boosted Red Bull’s revenue. Thus, the company decided to roll it out in additional markets. Males between 18 and 35 made up the bulk of their target demographic. So, they expanded the campaign to include venues frequented by this demographic, such as college events, coffee shops, and libraries.
Branding That is Both Robust and Consistent
Source: Red Bull.
Particular occurrences or activities aren’t solely responsible for the success of Red Bull Marketing. However, the organization has done an excellent job building a powerful and consistent branding strategy. So, they’ve made it easy for people worldwide to recognize them.
It centers on its well-known slogan. Thus, the company has successfully positioned itself as the go-to energy source for men who live dangerously or desire to do so.
Also, the brand had a great understanding of the people they were trying to reach. They did so with consistent, clear, and ongoing communication. They provided a straightforward brand message: taking Red Bull can improve your athletic performance and ability to concentrate.
Marketing by Word of Mouth
Millions of people worldwide tune in to watch extreme sports and events. So, sponsoring them is a fantastic method to get your name out there and increase sales. And that is to boost the efficiency of marketing through word-of-mouth communication.
Word-of-mouth marketing is one of the most successful types of advertising. This is because 92% of customers trust their friends and family more than they do in conventional media.
When you have millions of people at your event, they will all be talking about it and posting recordings on Social Media. With the broader reach of Social Networks like Twitter and Instagram, you can expand your audience even further.
Pay Attention to the High-Quality Content
Content is the next factor in Red Bull’s powerful Marketing Strategies that contributed to its success.
Red Bull is undoubtedly an industry leader in formulating and carrying out effective content strategies for its brand’s many platforms. For instance, Bill Gates stated in a piece he penned in 1996 that “content is king.” This adage continues to be relevant in modern times. It’s particularly critical in light of the proliferation of technology in the Information age.
Red Bull is clearly committed to Content Marketing. After all, they have nearly 6,000 video uploads and extensively use blogs, news, and customer tales. And again, they are effectively communicating the intended message to their target audience repeatedly.
Regarding its Social Media approach, Red Bull is likewise performing well. They are experts at making their articles familiar to the young men who make up their readership. For instance, they use memes, teases, and other humourous content types.
And, of course, a critical component of the marketing message that they want to convey is that they attract people who aren’t afraid to take risks. Also, they’re looking for those willing to try new things by posting motivational content on Social Media.
The success of Red Bull’s marketing approach can be attributed to many factors. Resource constraints may make some of their activities out of reach for smaller businesses. However, there is constantly something you can learn from them and adapt to your business plans.
What is Red Bull’s Approach to Marketing Their Product?
Red Bull’s Marketing Strategies incorporate powerful, consistent branding. In addition, they apply a humorous advertising method known as Guerrilla Marketing. Finally, they distribute high-quality content across multiple Digital Media channels.
Is Red Bull a Marketing Agency?
Red Bull is not a marketing organization. Instead, it’s the name of an Austrian-based company that creates energy drinks. However, they are most well-known for their clever marketing methods. These include organizing extraordinary stunts, such as Felix Baumgartner’s jump from the edge of space. This jump broke many Guinness records and attracted the attention of millions of viewers.
How Does Red Bull Utilize the Guerrilla Marketing Strategy?
One of the more effective forms of Guerrilla Marketing employed by Red Bull is the use of Red Bull girls. They distributed complimentary beverages to college students, their target demographic, in the 1980s. This technique was a huge success and contributed significantly to the company’s increased revenues.
The brand used Guerrilla Marketing in another way. The brand strategically placed empty Red Bull cans next to nightclubs. This gave the impression that the energy drink was more widely consumed than it actually was at the time.
Why Does Red Bull Put so Much Emphasis on Marketing?
Because of Red Bull’s clever and powerful Marketing Strategies, the company has expanded its market share. As a result, they’ve increased their overall profitability as a brand. Red Bull is the most successful corporation in the energy drink industry, with 38% of the global market share. As a result, the company brings in more than $6 billion in sales annually.
