Energy drinks are generally known to contain large amounts of caffeine, sugars, and additives. These have the potential to increase blood pressure, and heart rate, and have negative effects on the nervous system. To many, this may seem like a good reason to avoid them. However, the global market tends to react differently. A good portion of that recognizability is thanks to Red Bull’s marketing efforts.
Dominating in Global Markets
Red Bull, an energy drink popular throughout the world, is marketed mainly to the younger generation. They place emphasis on sports, adventure, and rugged, outdoor life. Not only this, but their advertising is iconic, and continues to dominate global markets.
Additionally, they sponsor various events around the globe each year. Their wild events range from surfing to snowboarding, to a doodle art competition, to SxS racing on the beaches of Wildwood, NJ. It’s clear that Red Bull has its finger on the pulse of their audience’s interests. Their sponsorships, carefully crafted and managed, are a big reason why Red Bull continues to be a successful product.
Red Bull tailors the majority of their advertising to younger generations. Their aggressive, unique approach to marketing focuses more so on a way of life than their actual energy drink. The beverage is featured in their ads, of course. But the focus is usually on energetic athletes or everyday people participating in extreme sports.
By devoting great attention to the activities rather than its product, Red Bull takes their position in the world of sports and play. They sell their product by way of their brand, not the other way around.
How Red Bull Approaches their Global Marketing Campaigns
Whether you’ve ever drank a Red Bull or not, you are likely familiar with their catchy slogan: Red Bull Gives You Wings. This marketing gem spans the world in most, if not all of the company’s advertising efforts. It creates brand awareness in a way the actual product cannot. Translated into any language, the slogan illustrates the boost of energy you will get from drinking their product.
Along with sports sponsorships, concert and event penetration, and traditional advertising methods, Red Bull is well known for its publicity stunts. Easily their most viral stunt was the sponsorship of the Red Bull Stratos Jump.
On October 14, 2012, Austrian skydiver Felix Baumgartner went 24 miles up in a helium balloon over New Mexico. There, at the edge of the stratosphere, Baumgartner jumped out, free-falling in a pressure suit. At the time, the whole world was watching. And Red Bull had their logo all over Baumgartner’s suit as he plummeted 128,000 feet back to the ground, breaking two world records.
Advertise Locally, Think Globally
New or smaller businesses shouldn’t expect to sponsor such grandiose publicity stunts as the stratosphere jumps right off the bat. Instead of targeting global markets, businesses can get great results by marketing locally.
When you advertise within your community, you build brand recognition amongst the people in your radius. Clearly, it is much simpler to gauge local customers’ needs than it is on a larger scale. And you don’t have to reach the upper limits of gonzo marketing to target your preferred audience.
Obviously, all things hinge on your business and your brand’s personality. However, one lesson local businesses can learn from Red Bull’s strategy is to be out there in the community. Get your product or business name into the public’s consciousness as much as possible. Every little bit helps.
Elevate Your Brand To Great Heights
Marketing strategies are different for every company. Small businesses need great, innovative ways of getting their name out. Contact us today to learn more about how the dedicated team at Web Content Development can help your small business!
