Red Bull is an energy drink sold by Red Bull GmbH, which is an Austrian company that was created in 1987. In comparison to any energy drink, Red Bull has the highest share in the market.
Dietrich Mateschitz, who is an Austrian entrepreneur, was inspired by an existing energy drink named Krating Daeng, that was introduced and sold in Thailand by Chaleo Yoovidhya. The person grabbed the idea, reformed the ingredients according to the tastes of Westerners and then in collaboration with Chaleo, brought up Red Bull GmbH in 1987 in Chakkapong.
History of Red Bull’s Unconventional Marketing Strategy
Initially, when Red Bull came, there was no energy drink that existed in the market and traditional expensive was considered expensive.
What was exactly done?
The target audience was contacted straight away by visiting college parties, libraries, coffee shops, bars, and other such places. Bringing free samples to the audience, they put the product right in the hands of the consumers. With this, their audience started talking, spreading the word about their product for free.
How Red Bull Reaches its Target Market
Red Bull focuses on three major tactics to attract its target audience
Publishing awesome content: The content that is created by Red Bull marketing team is on the same level as other major media outlets that their audiences might munch content from.
Colossal publicity stunts: “Go Big or Go Home” are the steps taken by Red Bull to another level by generating massive stunts that cause everyone to freeze and observe what happens.
Sponsoring or creating events: Red Bull proved its marketing ability by taking their product and associating with things loved by their audience by sponsoring or creating events.
How Red Bull Approaches Content Marketing Strategy
The content of Red Bull does three things extremely well.
Picking a topic that excites the audience is the first and the foremost step in the process. If we talk about the Red Bull website, the examples of the topics covered there are music, concerts, extreme sports.
Second, Red Bull’s ability to sell their brand and not push their product. The content centers exclusively on the enjoyment of the reader, not selling Red Bull. In turn, their audience begins to link their product with the content that they love to consume.
Lastly, videos, blog posts, landing pages, and other types of contents are published at the same professional level as media sites that their target audience consumes content from.
Following are the ways on which Red Bull executes its Marketing Strategy:
Red Bull’s ability to stay loyal and true to its branding and values is what makes them successful.
- Maximizing the idea behind their tagline
The messaging strategy of Red Bull spins around their tagline “Red Bull gives you wings”. The main focus is on the idea that their product gives people the “wings” or the energy they require to do whatever they want. This tagline powers their content because they produce and record some of the most action-packed and activities the world has ever seen.
- Letting Values Be Their Guide
The values play a vital role in the content as well. They center around one primary phrase “giving wings to people and ideas”. Everything that the Red Bull team communicates revolves around the tagline and their values. It is the ability to keep that communication reliable over the past 30 years that have contributed to the success of the business.
- Creating content around what their audience loves
Have you ever thought that what does every topic covered have in common?
The main focus of the company is on the activities that their audience would participate in at the time of consuming their products. Also, they publish the content everywhere the audience is likely to hang out. A large amount of material is published on their website.
- Keep consistent visual branding
The visual branding that has been created by Red Bull is the major contributor in the brand’s success. The content keeps the watcher engrossed through a fast-paced, high-intensity stunt that leaves them wondering if they are actually able to pull it off.