Red Bull Marketing in Sports
Posted: Sun Jan 26, 2025 10:37 am
Red Bull is truly the benchmark energy drink and this would not have been possible with just communication and marketing, no matter how well done: Red Bull works, it keeps you awake and despite the flavour, it is incredibly iconic in appearance and taste.
Following the logic of market positioning, brand awareness and actual branding that we have analyzed so far, Red Bull has decided to focus heavily (also economically) on sport.
Not particularly on “traditional” sports, which are also the most followed and therefore theoretically australia accountant email list the best showcase for its brand; Red Bull has instead focused everything on extreme sports .
Thus we are witnessing a massive and now considered normal and natural presence of the Red Bull brand in reckless rally races, in diving championships from crazy heights and, the icing on the cake, even in the record-breaking leap into the void by Felix Baumgartner who parachuted from the stratosphere in 2012, reaching, in his fall, a speed of 1,342 km/h.
In short, Red Bull does not want to associate its brand with “sober” or “boring” sports in people's minds, but wants it to be clear that Red Bull is a real lifestyle. A lifestyle in which there is no limit that cannot be overcome, because to help us, to give us wings, there is the iconic Red Bull can.
Let's also bother Pareto
The Pareto principle can be summed up in four numbers and a symbol: 80/20.
There are many applications and declinations of this principle, depending on the contexts and cases of application obviously, but in this precise scenario Red Bull has applied the Pareto principle to guide the simplification of its product offering: 20% of what you do generates 80% of the overall results .
So, Red Bull decided to invest time and money to understand what was included in that 20% and what was not, so as to cut out the superfluous and stay focused on the 20% that really counts and makes the difference.
Red Bull, in short, has decided to produce only Red Bull.
We know that this may sound obvious... but just think of Coca-Cola which produces a world of drinks, from Fanta to Sprite, passing through Acqua Lilia.
Resorting to the unconventional
When Red Bull has to enter a new market, geographically speaking, it always resorts to somewhat sui generis strategies that have, however, proven their effectiveness time and time again.
In fact, Red Bull is sending us Customer Educators in the new place where it intends to arrive.
Yes, product trainers sent to places where the target youth is mo
Following the logic of market positioning, brand awareness and actual branding that we have analyzed so far, Red Bull has decided to focus heavily (also economically) on sport.
Not particularly on “traditional” sports, which are also the most followed and therefore theoretically australia accountant email list the best showcase for its brand; Red Bull has instead focused everything on extreme sports .
Thus we are witnessing a massive and now considered normal and natural presence of the Red Bull brand in reckless rally races, in diving championships from crazy heights and, the icing on the cake, even in the record-breaking leap into the void by Felix Baumgartner who parachuted from the stratosphere in 2012, reaching, in his fall, a speed of 1,342 km/h.
In short, Red Bull does not want to associate its brand with “sober” or “boring” sports in people's minds, but wants it to be clear that Red Bull is a real lifestyle. A lifestyle in which there is no limit that cannot be overcome, because to help us, to give us wings, there is the iconic Red Bull can.
Let's also bother Pareto
The Pareto principle can be summed up in four numbers and a symbol: 80/20.
There are many applications and declinations of this principle, depending on the contexts and cases of application obviously, but in this precise scenario Red Bull has applied the Pareto principle to guide the simplification of its product offering: 20% of what you do generates 80% of the overall results .
So, Red Bull decided to invest time and money to understand what was included in that 20% and what was not, so as to cut out the superfluous and stay focused on the 20% that really counts and makes the difference.
Red Bull, in short, has decided to produce only Red Bull.
We know that this may sound obvious... but just think of Coca-Cola which produces a world of drinks, from Fanta to Sprite, passing through Acqua Lilia.
Resorting to the unconventional
When Red Bull has to enter a new market, geographically speaking, it always resorts to somewhat sui generis strategies that have, however, proven their effectiveness time and time again.
In fact, Red Bull is sending us Customer Educators in the new place where it intends to arrive.
Yes, product trainers sent to places where the target youth is mo