The raging Red Bull…
Red Bull’s marketing has always fascinated me.
In 1987, when Red Bull first hit the market, there was no demand for energy drinks. Fast forward to 2023, Red Bull claims more than 43% of the market.
This growth is phenomenal, considering Red Bull both created this market and has come to dominate it within three decades. This success can be attributed to their marketing.
With a primary demographic of young males, Red Bull positions itself wherever this audience can be found. College events, parties, festivals — you name it, they are there distributing free samples. This allows consumers to taste the product and associate it with celebration, thereby encouraging word-of-mouth.
What truly distinguishes their marketing, however, is the execution of adrenaline-pumping stunts. The most notable was the Red Bull Stratos Jump, when they literally reached for the stars, where skydiver Baumgartner ascended 39 kilometers into the stratosphere before free-falling back to Earth.
This wasn’t just a man plummeting towards Earth from space; it was also Red Bull freefalling into immortality. This daring stunt, which set three official world records skyrocketed the brand and led to a notable decline in share value for competitors like Monster Energy Drink and PepsiCo.
Lastly, their content strategy of showcasing stunts, music festivals, and extreme sports, makes them more of a media company that just happens to sell energy drinks. Red Bull’s marketing is unique with their focus on experience rather than merely pushing their product.
“The best marketing doesn’t feel like marketing”
- Tom Fishburne
Reference:
1. https://www.redbull.com/int-en/projects/red-bull-stratos
