Great thing about Red Bull is, whether you can stomach the taste or not, it’s doing something different about connecting with its consumers. Rather than investing heavily into technology or above the line marketing the brand marketing, like the message it aims to project to its consumers, is all about taking risks.
Risks? Yes, that means uncommon sense.
Marketing would normally mean common sense. You know, let’s make a drink like Coke but only cheaper, or worse still let’s make a drink better than Coke.
Red Bull really has b*lls. It has the core attributes of a great (not good!) youth brand:
* Clarity in its message (we are for active aspirational youth, we are definitely not for old people)
* Value creation (we create events rather than sponsor them – eg Xgames, Red Bull Air Race)
* Dialogue (marketing is something we do with rather than to youth – exemplified by their on-campus marketing activities.
Also check out Red Bull’s new MVNO – Red Bull Mobile
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