Marketing Strategy Of Red Bull Essay

Marketing Strategy Of Red Bull Essay

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Felix Baumgartner boldly states that, “the only limit, is the one you set yourself,” before walking off a capsule 128,100 feet above Earth, to break the record for the highest altitude skydive, among many other records broken that day. This is how Red Bull wraps up its minute-long television advertisement promoting its energy drink. Red Bull is famous around the world not only for its energy drink and catchy slogan, “Red Bull Gives You Wings,” but also it is world renowned for its advertisements. Its marketing division not only focuses on visual advertisements to be seen during commercials on television or the Internet, but it is also a prominent sponsor of many athletes and companies. From basketball icons like Blake Griffin of the Los Angeles Clippers, to competitive video game players like Matthew 'NaDeSHoT ' Haag, Red Bull sponsors a wide range of different people and events. However, Red Bull has now been pushing more and more to extreme athletic event and athlete sponsorships that give it an entire new dynamic in its marketing campaign. In this specific commercial about “The World of Red Bull,” Red Bull not only advertises its energy drink, but also advertises along with it an entire lifestyle, one of thrilling activities and stunning scenery. This idea of the attraction with hazardous behavior is the backbone of why the children depicted in, “The Lost Children of Rockdale County,” where so troubled and sexually intrigued.
Red Bull is one of the few companies in the world that I wholeheartedly believe has been able to completely identify itself with a lifestyle as well as a product. I understand that there are other companies out there that are associated with aspects other than their products, like Bacardi Rum and old sch...

... middle of paper ... a world of extreme, adrenaline-filled adventure. When you watch this commercial you have accomplished nothing and that there is so much more to do in life. Moreover, it presents these marvelous adventures as journeys that are within your reach. By doing so, they subtly attract us to this world of excitement and risk. This attraction can be positive or negative with relation to our community and environment, but it ultimately depends on how committed one becomes to this wonderful outdoor world. As I saw in The Lost Children of Rockdale County, sometimes attraction to risk and the craving to “fit in” can cloud one’s judgment and force them to participate in activities that they may not have otherwise. Red Bull marketing does a phenomenal job of pairing its energy drink with a lifestyle and it is a essential factor for why it dominates the energy drink market.

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