1. List all the ways that Red Bull's promotional efforts are unique from those of the mainstream.
2. Which promotional mix elements does Red Bull use? What grade would you give Red Bull on integrating these elements into a core marketing communications campaign?
3. Will Red Bull eventually need to embrace more traditional media marketing techniques in order to keep growing? Why or why not?
4. Describe Red Bull's target audience. Are Red Bull's promotional techniques consistent with that audience?
5. At some point, will Red Bull have to branch out beyond its target market? Will it need to alter its promotional strategy in order to do so?
It's a calm day in the desert town of Roswell, New Mexico. Thirteen miles above the ground, a giant helium balloon ascends with a space capsule tethered beneath it. The capsule door slides open, revealing the Earth as a sphere-the curve of the horizon bending dramatically around the planet, the sky above almost black. A man in a full space suit steps out onto a small platform and secures his footing. Then, with a quick salute to the camera, he jumps.
A NASA test? No. It's the latest promotional effort from Red Bull-another extreme stunt designed to evoke reactions of shock and awe while driving home the now famous slogan, "Red Bull Gives You Wings." Today, through a bevy of other such events, Red Bull's message is broadcast far and wide via an army of celebrity endorsers as well as sports, music, and entertainment event sponsorships. Red Bull is not the most conventional marketer. It spreads its brand message across an eclectic mix of promotional efforts while largely shunning traditional media. But the manner in which Red Bull has integrated its diverse messages is a model of success that cuts straight to the heart of building deep emotional connections with customers.
An Unlikely Start
It all started about 30 years ago when Austrian toothpaste salesman Dietrich Mateschitz traveled to Thailand. While there, he tried a "tonic" called Krating Daeng-Thai for "water buffalo." It tasted terrible but instantly cured his jet lag. One thing led to another, and within a few years Mateschitz and a partner had acquired the rights to sell the formula throughout the rest of the world. They named it Red Bull.