Red Bull’s energy drink is what most people associate with its brand. Red Bull’s popularity is not limited to its energy drink. The company is also a major marketing force, investing a quarter of its revenue each year in sponsorships or endorsements for extreme sports.
Sport fits well with Red Bull’s image of being energetic and dynamic. Red Bull Flight Days was their first big event. Amateurs were invited to take part with their own self-built flying device to jump into the ocean. Red Bull’s slogan “Red Bull provides wings” is what comes to mind when we think of this brand.
It is designed to allow athletes to go beyond their limits and even human capabilities. Felix Baumgartner is an extreme sports athlete from Austria who performed a stratospheric dive. Baumgartner was launched into the air in a small balloon and ship, 40km up, before letting himself fall free. The media coverage was massive, with eight million people watching the live stream and following the live ticker.
Red Bull started its marketing strategy in early 1990s. There was no concept of marketing energy drinks. Red Bull had to devise their own marketing strategy, and they went directly to their target market, which was 18-35 year old males, at bars, college parties or anywhere else that these men would go.
The company began by sponsoring extreme sports and music festivals. Since then, the brand has made big leaps in sponsoring athletes and teams of all kinds. The brand is now more focused on its own properties than on sponsoring foreign brands.
Red Bull has many sports teams that are well known. For example, Red Bull Racing which is a Formula One Formula One with four time world champion Sebastian Vettel. Or Scuderia Toro Rosso a Formula One Formula One, also a Formula One, and this is translated as Red Bull in Italian.
Red Bull has not only created and sponsored popular extreme sport events like Red Bull Air Races or Red Bull Cliff-Divings but also non-extreme sports such as breakdancing.
Red Bull is very talented at what it does. To celebrate this anniversary, we would like to present a totally new event.
