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Evaluation of The Advertising Approach of The Red Bull Company

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How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and we should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time. My conclusion is that we should focus more on older consumers and different market segments, than we do now.

Red Bull always marketed its product to appeal to a broad range of consumers and to be appropriate in a variety of usage occasions. But the vast majority of Red Bull’s business still comes from the youth market (Red Bull used as a mixer in bars and nightclubs). And this is the big issue, because it is easy to lose market share to other mixer beverages, like competitive energy drinks or sodas in bars and nightclubs. I am sure that people are less loyal to Red Bull as a mixer beverage than to Red Bull as a pure energy drink. A mixer is ‘just’ a mixer and easy replaceable, but an energy drink (that really works) is exclusive. That’s why Red Bull should be regarded as much more than a mixer beverage. Of course it is very pleasant that our product is sold massively as a mixer, but we can lose this position so easily, which would result in a dramatic decrease in sales. So apparently, in the marketing program of Red Bull, there is too much emphasizing on the youth market and the mixing business, which extremely under valuates the image and competitiveness of Red Bull.

Until today, our brand strategy has been very successful. Red Bull is known for its nutritional quality, especially in mature markets. In the youth markets, the product is very much a status symbol. The slogan ‘Red Bull gives you wiings’ is short, memorable and it says something meaningful about the product. The price is more expensive than competitors’ products, which makes consumers believe in Red Bull’s energy enhancing properties and provides a unique territory in the beverage market. The flavor of Red Bull is sweet and carbonated, but also has a “medical taste”. The strong taste indicates to consumers that the product is more than mere refreshment. The silver-and-blue 250 ml can, signals to consumers that the contents are different from and stronger than traditional soft drinks. The logo is two red bulls, about to collide heads. Under the logo, the words “Energy Drink” communicate the product’s benefit. The two bulls provide the product an image of power and vitality. We should change neither the slogan, nor the price, logo, flavor nor package. It definitely provides the product an image of exclusivity.

We use word-of-mouth marketing and limited availability in the start of entering new markets, which works as the main driver of awareness. This works very well although it goes slow and gives competitors time to gain market share as well. But as long as competitors are using the same strategy and this is obviously the most successful strategy, we shouldn’t change it. The promotion though, should be emphasized more on consumers above 25. That’s why we can better sponsor e.g. concerts instead of rave parties and sponsor more classic athletic sport events instead of extreme sport events (which have a younger public). Sampling can be better done with older people like truck drivers, business people, sport people, and laborers, than with clubbers and party people. It should also be more important to place the branded refrigerator units in office buildings, convenience stores, and sport and truck driver bars than in nightclubs.

We have been very successful in the past and we can stay this successful in the future if we emphasize our promotion more on different segments than we do now. We have to make sure Red Bull is regarded not just as a mixer, which makes the consumer less loyal to the product. We have always tried to position our product into a variety of market segments, but apparently we have to focus even more on this. And the only reason for that is that the image of Red Bull energy drink is so much more competitive than Red Bull, the mixer beverage.

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Evaluation of the Advertising Approach of the Red Bull Company. (2019, March 12). GradesFixer. Retrieved January 26, 2022, from
“Evaluation of the Advertising Approach of the Red Bull Company.” GradesFixer, 12 Mar. 2019,
Evaluation of the Advertising Approach of the Red Bull Company. [online]. Available at: <> [Accessed 26 Jan. 2022].
Evaluation of the Advertising Approach of the Red Bull Company [Internet]. GradesFixer. 2019 Mar 12 [cited 2022 Jan 26]. Available from:
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