Background of Red

Bull
Quick Facts

Created in Australia in 1987

Largest Energy Drink company in

terms of market share & volume sold

Products available in 162 countries

World renown for their advertising

campaigns
o Slogan: Red Bull gives you
wings

Red
o
o
o
o

Bull Offers 4 Products:

Red Bull
Red Bull Sugar-Free
Red Bull Cola
Red Bull Shots

Not Pictured: Red Bull

Sugar-Free

Target Market/Competition

Target Market

2012 Market Share

Millennials aged 14 35 who enjoy

watching or participating in action
sports. Red Bull customers are always
looking for a new thrill.

Nos; 4%
Rockstar; 12%
Monster; 34%

Competition Comparison
Red Bull: 4 products, 164 countries
Monster: 30 products, 47 countries
Rock Star: 15 products, 28 countries

Amp; 3%
Fulll Throttle; 2%
Red Bull; 46%

Marketing
Communication
Sponsorship of Stunts and
Events
Focus specifically on sponsoring
extreme sporting events
o Red Bull Stratos
o Red Bull Flugtag
o X-Games

Purpose of this Communication?

Worldwide Product = Need for Global
Attention
Red Bull maintains brand personality of
being the pioneer in Extreme Stunts

Consumer Perception Red Bull Stratos

Example
Consumer Exposure
Red Bull Stratos was exposed to over 8
million people worldwide.
Incorporating social media, Red Bull
was able to expose themselves to their
target market.

YouTube Live stream provides

access to the world

40 TV Stations, 130 digital outlets

Broke record for most views of a live

event
http://www.youtube.com/watch?v=FH
tvDA0W34I

Consumer Perception Red Bull Stratos

Example
Consumer Exposure
Red Bull Stratos was exposed to over 8
million people worldwide. Incorporating
social media, Red Bull was able to expose
themselves to their target market

Consumer Attention
Stimulus: The actual jump, creates something
interesting and contrasting. Millions of
people received the stimulus.

#SpaceJump trending on Twitter worldwide

Not just viewing event, talking about it as
well
Avoided clutter with this campaign

Consumer Perception Red Bull Stratos

Example
Consumer Exposure
Red Bull Stratos was exposed to over 8
million people worldwide. Incorporating
social media, Red Bull was able to expose
themselves to their target market

Consumer Attention
Stimulus: The actual jump, creates something
interesting and contrasting. Millions of
people received the stimulus.

Consumer Interpretation
Red Bull stays consistent with their brand
personality & slogan.
From a semiotic perspective:
Object: Red Bull
Sign: Felixs 24 mile jump from space
Interpretatation:
Red Bull supports an
6
adventurous life style

Consumer Learning

Classical Conditioning

UCS vs CR
Stimulus & Response

Live Campaign

Extreme stunts

Viewers

8 Million viewers for Red Bull Stratos

Risk Associated with

Communication

Vertical market
Product sales

Consumer Attitude

Tri-Component Attitude
Model

Elaboration Likelihood Model

Peripheral Route: Source expertise;
Quick persuasion without much
though

Affective Component:
Emotions that amplify or
enhance experiences
Conative Component:
Tendency of consumer to
behave in a particular way.
Causes the intention to
purchase

Conclusion

Red Bull gives you wings

Red Bull Remains #1

because

Extreme stunts/sports are the

perfect fit for Red Bull

Consumer Perception: Red Bull

keeps their message consistent

By sponsoring & hosting these

extreme stunts, Red Bull backs
their slogan

Consumer Learning: Red Bull

keeps their consumers involved
before, during, and after stunts
occur

Red Bull innovates new ways to

maintain their Brand Personality

Consumer Attitude: Shows

consumers that they too can be
adventurous