1. Background of Red Bull
Quick Facts
• Created in Australia in 1987
• Largest Energy Drink company in terms of
market share & volume sold
• Products available in 162 countries
• World renown for their advertising campaigns
o Slogan: “Red Bull gives you wings”
• Red Bull Offers 4 Products:
o Red Bull
o Red Bull Sugar-Free Not Pictured: Red Bull Sugar-Free
o Red Bull Cola
o Red Bull Shots
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2. Target Market/Competition
Target Market 2012 Market Share
Rockstar Nos Amp
Millennials aged 14 – 35 who enjoy watching or 12% 4% 2% Fulll Throttle
2%
participating in action sports. Red Bull customers
are always looking for a new thrill.
Monster
Competition Comparison 34%
Red Bull
46%
Red Bull: 4 products, 164 countries
Monster: 30 products, 47 countries
Rock Star: 15 products, 28 countries
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3. Marketing Communication
Sponsorship of Stunts and Events
Focus specifically on sponsoring extreme sporting
events
o Red Bull Stratos
o Red Bull Flugtag
o X-Games
Purpose of this Communication?
Worldwide Product = Need for Global Attention
Red Bull maintains brand personality of being the
pioneer in Extreme Stunts
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4. Consumer Perception – Red Bull Stratos Example
Consumer Exposure
Red Bull Stratos was exposed to over 8 million
people worldwide. Incorporating social
media, Red Bull was able to expose themselves
to their target market.
• YouTube Live stream provides access to the
world
• 40 TV Stations, 130 digital outlets
• Broke record for most views of a live event
http://www.youtube.com/watch?v=FHtvDA0W
34I
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5. Consumer Perception – Red Bull Stratos Example
Consumer Exposure
Red Bull Stratos was exposed to over 8 million people
worldwide. Incorporating social media, Red Bull was
able to expose themselves to their target market
Consumer Attention
Stimulus: The actual jump, creates something interesting
and contrasting. Millions of people received the
stimulus.
• #SpaceJump trending on Twitter worldwide
• Not just viewing event, talking about it as well
• Avoided clutter with this campaign
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6. Consumer Perception – Red Bull Stratos Example
Consumer Exposure
Red Bull Stratos was exposed to over 8 million people
worldwide. Incorporating social media, Red Bull was
able to expose themselves to their target market
Consumer Attention
Stimulus: The actual jump, creates something interesting
and contrasting. Millions of people received the
stimulus.
Consumer Interpretation
Red Bull stays consistent with their brand personality &
slogan.
From a semiotic perspective:
• Object: Red Bull
• Sign: Felix’s 24 mile jump from space
• Interpretatation: Red Bull supports an adventurous
life style
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7. Consumer Learning
Classical Conditioning
• UCS vs CR
• Stimulus & Response
Live Campaign
• Extreme stunts
Viewers
• 8 Million viewers for Red Bull Stratos
Risk Associated with Communication
• Vertical market
• Product sales
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8. Consumer Learning
Classical Vicarious Learning (Knowledge through observation
• Attention
• Retention
Observe Extreme Stunts and see End Results
• Production
• Motivation
Cognitive Learning (Knowledge through perception)
• Observe (power)
• Symbol
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9. Consumer Attitude
Guerilla Marketing Tactics
Please create a short statement explaining relevance
Grabs the Attention of Target Users
Please create a short statement explaining relevance
Relating brand to the customer
Red Bull sends the message to consumers that we are
one of you; Not just sending purchase function
message?
Subtle Branding
Everyman theme, engagement, engagement with
audience, high production quality without overproduced
look - Please reword or explain better
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10. Consumer Attitude
Katz’s Attitude Functions
Didn’t really understand, will let you fill this in
Altered Door-in-the-face Technique
Red Bull shows consumers the extremes of what one can
do. By doing so, they encourage target consumers to
live in their own exhilarating way
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11. Consumer Attitude
Tri-Component Attitude Model Elaboration Likelihood Model
Affective Component: Emotions that Peripheral Route: Source expertise; Quick
amplify or enhance experiences persuasion without much though
Conative Component: Tendency of
consumer to behave in a particular
way. Causes the intention to purchase
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12. Conclusion
“Red Bull gives you wings” Red Bull Remains #1 because…
• Extreme stunts/sports are the perfect fit Consumer Perception: Red Bull keeps
for Red Bull their message consistent
• By sponsoring & hosting these extreme Consumer Learning: Red Bull keeps their
stunts, Red Bull backs their slogan consumers involved before, during, and
after stunts occur
• Red Bull innovates new ways to maintain
their Brand Personality Consumer Attitude: Shows consumers
that they too can be adventurous
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