Wakeboarding, from space skydiving, soap box races and the ever so popular flying event Flugtag are what makes Red Bull not only memorable, but revolutionary in the marketing world. Red Bull was originally a Thai energy drink that was redesigned in the 1980’s by Austrian toothpaste salesman Dietrich Mateschitz. Mateschitz not only created a new beverage category, but he introduced some of the most innovative marketing ploys ever.
Red Bull has marketed itself not just as a drink, but also as an extreme lifestyle. Red Bull consistently sponsors all sorts of extreme sports athletes around the globe. From surfers to snowboarders and everything in between Red Bull makes sure that all their sponsored athletes are decked out in Red Bull gear reminding spectators that the Red Bull lifestyle is unforgettable. Red Bull even gifted Olympic snowboarder and gold medalist Shaun White a private half pipe that was only accessible by helicopter in order to let him train for the 2010 Winter Olympics in Vancouver. Red Bull’s constant association with these extreme athletes and sports makes its brand one that.
Red Bull doesn’t just sponsor these athletes they create them. The brand has two reputable F1 driving teams that won both Best Driver and Best Team in 2012 beating out competitors like Ferrari, BMW and Renault. Red Bull sent Felix Baumgartner into space to skydive down to earth. Baumgartner, decked out in Red Bull space apparel, dropped 24 miles and fell so fast that he broke the sound barrier. The company also organizes multiple extreme sporting events, a favorite being the National Red Bull Flugtag competition. The Flugtag is a competition in which participants create and attempt to fly their own flying machine into the sky. The Flugtag has become so popular that it has started popping up in multiple cities across the nation. These events and teams are essential to branding Red Bull as an extreme lifestyle opposed to just an energy drink.
Red Bull has mastered the art of marketing a product to represent a lifestyle. This branding has not only helped in Red Bull’s publicity and popularity, but has helped increase its sales. The energy drink sold 5,200,000,000 cans in 2012 and will only continue to bring in high revenue in the coming years. Red Bull proves that out of the box marketing is the best way to garner attention for your brand and that creating a lifestyle out of your product you can continue to keep customers engaged and wanting more. By branding themselves as extreme and wild Red Bull has managed to get the ‘it’ factor making them sought after and overall cool.
Author: Katie FitzGerald is our Fall Community Manager here at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world with custom software, iOS and Android mobile apps.