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Instead of “telling” its story using advertising, Red Bull conveys its story through the creation of compelling experiences, all carefully crafted to “give you
by dkrich 13y ago
Instead of “telling” its story using advertising, Red Bull conveys its story through the creation of compelling experiences, all carefully crafted to “give you wings.”
Is this really true, though? I think most of Red Bull's success comes from the U.S. market, and I distinctly remember an onslaught of clever advertisements on American television circa the late 90's when Red Bull was really taking off featuring poorly-drawn cartoon characters.
That's not to say there's no merit to the Flugtag argument, but I think you'd be hard-pressed to attribute their success purely to running their own events. What this article is describing is really product positioning, and it is what David Ogilvy described as the single most important aspect of any marketing campaign. Red Bull has carefully (and cleverly) positioned itself as an energy drink company serving adventure-seeking types. The same could be said for Tom's which has positioned itself as a new-age shoe company selling comfortable shoes while helping disadvantaged people in other countries. Or Coudal's Field Notes, which is positioned to appeal to people as a classic American tool for getting stuff done even though it's been around for about two years. There are a lot of good lessons out there.
- matwood 13y agoI wondered the same thing. I remember reading the key to Red Bulls success was when they started mixing it with liquor.
- the_mitsuhiko 13y ago> Is this really true, though? At least anecdotal it is. Whenever I take a can of Red Bull in my hand I don't think of a energy drink, I think of high production values on their sport events, the lifestyle of thriving for excellence. I absolutely adore Red Bull as a company for anything they do with the exception of their core competence that is the energy drink. The drink is just okay. But it enforces the thinking of the red bull mentality. Heck, that brilliant advertising made me into a marketing figurine that pitches Red Bull to others ... Just going to leave the current "World of Red Bull" commercial here: http://www.youtube.com/watch?v=Ti2Lm4hb2ZY http://www.youtube.com/watch?v=Ti2Lm4hb2ZY
- jmduke 13y agoI absolutely adore Red Bull as a company for anything they do with the exception of their core competence that is the energy drink. The drink is just okay. But it enforces the thinking of the red bull mentality. To provide an opposite viewpoint: the only Red Bull 'event' I think of is Red Bull Stratos (and I had to google the name, if that means anything) -- the little cartoons are usually the first thing I think of. I'd love to see a compare/contrast of Red Bull and Five Hour Energy, because those are two entirely different brands that attacked different parts of the market with completely different strategies, and both were successful. (I still drink a lot of the stuff, because to me it's the only sugarfree energy drink that doesn't taste terrible.)
- garindra 13y agoF1 might be not that popular in the US, but the Red Bull F1 team has been dominating F1 for a few years now.