REDBULL.

ASUCCESS-STORY.

ASUCCESS-STORY

ThelaunchofRedBullhasbeenthemostsuccessful

beveragelaunchofthelastdecade.

It´ssuccessisduetopartneringaqualityproduct

withwell-thoughtoutoriginalcommunication

strategy.

WhichresultedinestablishRedBull,notasfashion

phenomenon,butaspremiumbrandwithcontinues

growth.

USSALES(INMILLIONUNITS)

0

200

400

600

800

1000

1200

1400

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006Plan

Cans

BRANDPOSITIONING

Thebrandpositioningcomesfromoutoftheproduct

benefits:

RedBullvitalizesbodyandmind.

Thisthenbecamethebasisfortheuniquebrand

personalityofRedBull:

-Innovative

-SelfIronic

-Intelligent

-Nonconformist

-Self-confidence

-Witty,charming-Polarising

-Unpredictable

DOINGTHINGSDIFFERENTLY

Aninnovativeanduniqueproductneedsaninnovative

anduniquecommunicationstrategy.

SoforRedBullwequestionedeverything.

-Category

-Packaging-Price

-Distributionstrategy

-Communicationstrategy.

ONEBRAND-ONEPRODUCT

Inordertoputtheentirefocusonthisone

product,thisonecan,thisonebrand.

Wesaid:

Nodiversifications.

Nolicenscing.Nobrand-merchandising.

Noumbrellabrand.

ABSOLUTEPREMIUMPRICE

RedBull´srealproductbenefitsjustifiedapremiumprice.

Itisbyfarthemostexpensivenon-alcoholicdrinkonthemarket.

RedBullis3to6timesmoreexpensivethanCoke.

TARGETGROUP

RedBull´stargetgroupisnotdeterminedbyademographic,butbya„stateofmind“.

RedBullconsumershavedrive,areactiveanddynamic.Theywanttobephysicallyandmentallyfitandwideawake.

COMMUNICATIONCONCEPT

1)Above-the-lineAdvertising

Tobuildupawarenessandimage

2)OpinionLeaderMarketing

Tosupportcredibilityoftheproductandthe

brand

3)EventMarketing

Toprovethatthebrandisup-do-dateand

different

4)Sampling

Toconvinceconsumers

ABOVE-THE-LINE-ADVERTISING

RedBullgivesyouwings.

Aimofthecampaignistoreflectthebrand

personality:

Cheeky,witty,self-ironic,unpredictableand

unique.

Whilethedistinctiveexecutionstylehelps

establishitasbeyondfashion.

OPINIONLEADERMARKETING

OpinionLeaders,especiallyinthesportand

culturalarea,areaperfecttargetgroupforRed

Bull.

RedBulldevelopsrelationshipswiththemandtreat

themlikefriends.RedBullworldwidehasover250

agreementswithtopathletes,butnotonewrittencontract.

EVENTMARKETING

RedBull´seventmarketingalsocoversbothareas,

sportsandculture,throughavarietyofeventslike

Flugtag,CreativeContest,MusicAcademy,LocalHero

Tourandmanymore.

RedBulldoesn´tsponsorevents,RedBullcreates,

organizesandsupportsnew,innovativeandimagebuildingevents.

SAMPLING

Samplingisdonebyhighlymotivatedandwell-

educatedemloyeesofRedBullandnot“professional”

promotionteams.

Theirbriefingissimple:Findtiredandexhausted

people.

Theydoitinacharming,nonoffensiveway.Allwe

givethemistheproduct,afreerangeofclothes

andatiny,butveryattractivesamplingcar: