One of the biggest shocks that companies faced in the 2000s was the global financial crisis of 2007. Aside from regularly supporting extreme sporting events, Red Bull also has football clubs in New York, Leipzig, and Salzburg, as well as ice hockey teams in Munich and Salzburg. Slowly, Red Bull became famous for sponsoring and investing heavily in sports. Since then, Red Bull hasn’t changed it visual style, and their consistent messaging centers around the well-known slogan "Red Bull gives you wiiings." Their first cartoon was the Leonardo Da Vinci ad, made in 1992. The only types of television ads they used were the ones with the cartoon characters that were positioned more to amuse than to entice consumers. If they wanted to create a competitive advantage that competitors couldn’t recreate overnight, they needed an extraordinary marketing strategy.īuilding a beverage brand without relying on mass-marketing campaigns was unimaginable at the time. All the ingredients were listed on the can. The Red Bull team was aware they had a product that could be easily copied there was no secret formula. From the start, Mateschitz’s business philosophy was not to bring product to the consumer, but rather bring consumers to the product. Red Bull was on a quest to build a unique brand that would eventually become iconic. “We do what we do best,” said Emmy Kasten, Red Bull’s director of corporate communications at the time. ![]() Aside from this, Red Bull insisted on a unique cylindrical can and a premium pricing strategy that helped them differentiate the product from other drinks so they further stood out within the beverage vertical. When it comes to product strategy, for years, Red Bull’s offering was singular: It offered one 8.4-ounce can, one taste, and one color.Īt a time when brands like Coca-Cola, Pepsi, and Starbucks were in a race to introduce new flavors and packaging, Red Bull stayed focused on one product. And unlike other big brands at the time that were spending their marketing budgets on print, billboards, banner ads, and Super Bowl commercials, Red Bull used “anti-branding” and “anti-marketing” strategies (like placing empty cans in clubs.)Īs time passed, the approach of avoiding traditional advertising and relying on unconventional tactics was no longer a question of marketing budget, but rather a marketing strategy (as it has become their trademark.) This tactic, paired with a seeding program focused on getting Red Bull products into trendy shops, clubs, and bars, drove word of mouth and helped the brand become viral-long before social media made this a more common occurrence. So instead, they went guerilla-style-targeting men in the 18-35 age range at college parties and bars and offered up free samples. Red Bull didn’t launch with a large budget for traditional marketing. This was one of many maverick moves the brand would make over the years and served as a stepping stone toward building a unique brand that will change the world of marketing forever. So instead, he decided to play by his own rules.īy establishing the “energy drink” category, Red Bull avoided being compared with other soda brands. Mateschitz knew that if Red Bull was to be measured against expectations and criteria for soft drinks, the product stood no chance compared with the big players. The odds were against them as newcomers to a vertical already teeming with competition. The competition was cutthroat, and the market was already saturated. In the 80s, there was no “energy drink” category in the market-and competing with soft drinks and sodas was like jumping into a sea full of hungry sharks. 2019: Sales soared to a record 7.5 billion cans worldwide.2018: Launched a new line of organic sodas.2016: Exclusive broadcaster for six major music festivals.2015: Earned 43% of market share for energy drinks.2006: Founded NASCAR Red Bull racing team.1999: Created the first international kiteboarding competition.1994: Signed first two international athlete partners.We’ll get into more specifics on their journey, but this timeline serves as an overview of the progress they’ve made since the late 1980s. Red Bull’s brand milestones over the years show how the company has grown and evolved over the years.
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