BRAND BOOK

HOW IT ALL BEGAN

Inspired by functional drinks from the Far
Mateschitz founded Red Bull in the mid 1980's.

East,

Dietrich

He created the formula of Red Bull Energy Drink and developed

the unique marketing concept of Red Bull.
In 1987, on April 1, Red Bull Energy Drink was sold for the very
first time in its home market Austria.
This was not only the launch of a completely new product, in fact
it was the birth of a totally new product category. (Red bulls
Website, 2014)

BRAND PROFILE & PERFORMANCE

Type of product: Energy drink
Country of origin: Thailand
Introduced: 1987
Number of cans sold: 40 BIL
43% leading US dollar market
A total of 5.387 billion cans of Red Bull were sold
worldwide in 2013.

BRAND PROFILE & PERFORMANCE

Today Red Bull is available in more than 166 countries
As of the end of 2013, Red Bull employed 9,694 people.
Company turnover exceeded the five billion euro mark for the
first time, increasing from EUR 4.930 billion to EUR 5.040 billion.
Red Bulls brand building is largely based on associating its
brand with a range of people and events.
Red Bull believes in owning teams and events rather than being
one of several sponsors.

PRODUCT INFORMATION
Red Bull Energy Drink
is a functional
beverage, containing
the following
ingredients:
Caffeine
Taurine
B-group vitamins
Sucrose &
Glucose
Alpine Spring
Water

Nutrition information/
per 100 ml

Energy 192 kJ (45

kcal)
Protein 0 g
Carbohydrates 11 g
of which Sugars 11 g
Fat0 g
of which Saturates 0
g
Fibre 0 g
Sodium 0.04 g

PRODUCT INFORMATION: EDITIONS

Red Bull energy drink
editions

Sugar free
Zero calories
Cranberry
Lime
Blueberry
Red bull Cola

RED BULLS CSR INVOLVEMENT

Red bull has made a
conscious decision to use
aluminum cans. Today
Red Bull cans weight 60%
less than a decade ago.

Red Bull implemented whats

called Wall to wall production.
Which means cans are
manufactured and filled on the
same site. Saving miles on
transport.
More than 5,313 tons of CO2.

Red Bull Energy Drinks

travel to their destination
predominantly by train
and ship. Producing less
CO2 emissions.

Developed their
environmentally friendly
Red Bull ECO-Coolers
which use up to 45% less
energy than conventional
refrigerators.

SWOT ANALYSIS
STRENGHTS

WEAKNESSES

Category leader Red Bull is synonymous with

energy drinks in many countries.

Category limitations Limited product portfolio

Marketing strategy Through extreme sports

sponsorships the brand to build a strong identity
and to increase consumer awareness/loyalty.
Broad geographic presence

Pricing Red Bull products are above the energy drinks

average price. Consumers tend to think twice at the time of
purchase.
Controversial The relatively high caffeine and taurine
content of Red Bull makes the brand highly vulnerable to
regulatory controls.

OPPORTUNITIES

THREATS

Emerging markets Emerging markets represent

newer geographies for Red Bulls expansion.

Competition Monster represents the biggest threat as it

contains natural ingredients.

Product line extension Offering new flavours and

formats should help Red Bull to keep/improve its
market shares.

Negative publicity Media worldwide report Red Bull as

harmful for health.

DIGITAL COMMUNICATION TOOLS & SOCIAL MEDIA

Red Bull Media House fully integrates social media marketing into
every project. From technical integration on digital properties to
content strategy for social channels, onsite integration at events,
and research into user sharing patterns, everything focuses on
the consumer.
With a networking community of
more than 35 million followers
across all social channels, an
integrated approach makes Red
Bull one of the most
comprehensive and flexible
media companies in the world
today. (Red Bull Media House,

APPS
Red Bulls portfolio already
features a variety of mobile
apps, and advertisers and
branding partners alike are
seeking to become part of this
burgeoning segment.
Their mobile products feature
stories, photos, wallpapers,
clips, and shows in action
sports, music, gaming,
lifestyle and culture alongside
curated, cutting-edge music
mixes, live recordings, and

The downloads of the app number in

the millions and cover all major
platforms.

RED BULL BRANDS AND SPONSORSHIPS

Red Bull's international

marketing campaign targets
young men mostly with
extreme sports.
These range from mountain
biking, BMX, motocross,
windsurfing, snowboarding,
skateboarding, kayaking,
wakeboarding, cliff-diving, surfing,
skating, freestyle motocross, rally,
Formula 1 racing, to breakdancing.

RED BULLS VEHICLES

REFERENCES

http://energydrink-uk.redbull.com/company-profile

http://energydrink-us.redbull.com/red-bull-energy- drink

http://energydrink-us.redbull.com/red-bull-energy- drink

http://www.redbullmediahouse.com/products/mobile/ apps.html

http://www.redbullmediahouse.com/products-brands/online/socialmedia.html

http://energydrink-us.redbull.com/can-lifecycle

END