2. Red Bull Energy Drink
The Objective:
Since 1980’s RedBull energydrinkhasbeencateringtoa
target marketthatneedsa mid-daypick-me-up.The company’s
mainobjective istoprovide anenergydrinkthatkeepsyougoing
an ultimately“givesyouwings”toachieve yourgoals. Manyconsumers have seenthe commercials,
rangingfromanimated cartoonsgrowingwingsafterdrinkingredbull, toacollage of sport/musicevents
that RedBull sponsors.Thistype of advertisingcreatesasense of adventure,anddeterminationina
consumerwhodrinksthisenergydrink.Itgivesconsumersthe ideathatwhentheydrinkthisenergy
drinkthat can do anythingwhetherit’samarathon,orgettingoff a desertedisland. The adsare
intendedtoconvince itsaudience thateventhoughtheymayhave itinthem, RedBull energydrinkscan
helpboostthemintoanotherdimensionsothattheycan be numberone inanythingthattheyare trying
to accomplish.
The Target Audience:
The audience thatseemstobe intended toisthose wholive anactive/gogetter lifestyle.
ResearchingcommercialsthroughYouTube.com,youcanobviouslytellthatthese are gearedtoward
those whowantto make somethingof themselves.Take forexamplethe mostrecentcommercial of a
fortune tellerwhoisgivingamana palmreadingexplainstohimamazingthingsinthe future,ashe
takesback hishand he says“You can tell all thatfrommy hand.”To thenthe Fortune tellerstates,“Yes,
but notthishand, yourotherone.”As the view panstohis otherhandhe is holdingaredbull energy
drinkcan. Thisnot onlysignifiesthatthisisintendedforthose whowanttodogreat things,butit also
suggeststhatthe ads are beingtargetto anyone of anyage, location,orsex. Whengoingmore in-
depthwitheventsthatRedBull sponsors,youthen realizethatmanywhoare currentlyusingthis
energydrinkare portrayedas veryhappy,andverydiverse.Sportingeventscoordinatedbythis
companyinclude mountainbiking,motorcycles,snowboarding,surfingandmuchmore. Thissuggests
that a dare-devil attitude,andthe mindsettotake a riskis a mustto be on the RedBull team.
The Message Theme:
KeysideasforadvertisementscreatedbyRedBull EnergyDrinkare that anythingcan be
achievable if youdrinkthe product.Commercialsare usedtoconveythatwiththe right energydrink
(Theirenergydrink) youcandowhateveritisyour little heartdesires.
Rational/Emotional Reasons:
It can helpyouachieve goalsbyprovidingyouwithextrasupport
It isaffordable
It can change your life forthe better
3. Taurine isusedinsteadof caffeine,whichisproventoprovide more alertnessandfocus
The Support:
Alongwiththe message theme,consumerscanquestionhow itcanmake these “reasons”
happenforthem.Because RedBull mainlyusesananimated/cartooncommercial,andnotreal
individualsitcansometimesbe justthat,unreal.ButRedBull ascome out of the woodworkswithmuch
supportfor theiranimatedads. Take the actuallyeventssponsoredbythe company.Thissupport
includesindividualsdoingimpossiblemovesandconqueringhuge goals.Thisagainshowsthatanything
ispossible withthe rightamountof energyandsupport.Unlike manyotherenergydrinks,RedBulls
create a more realisticapproachtothe “energy”that itwouldcreate ina consumer’slife. Whenlooking
at otherenergydrinkcompanies,suchas,Monster,theyhave commercialsthatconveypeople who
drinkthiswithgreenseyesandcrazyamountof energy,yesthisiswhatthe product issupposedtodo,
but forwhat purpose,toprovide amuch neededcaffeineboost?RedBull explainstoitscustomersthat
it isthere to assistwithTHEIR goals.I thinkthisisreflectedbettertothe customer. Ittellsthe customer,
look,it’snotgoingto make you full of energyfornothing,there isa purpose.
The Constraints:
Unfortunately,there wasalawsuitsettledfor$13 millioninafalse advertisingclaimonRedBull.
The plaintiff arguedthatthe amountof caffeine inthe drinkishalf thana whole cupof coffee,whichis
true consideringthe companyusestaurine,anaminoacid,asthe mainingredientforenergynot
caffeine. ButasstatedRedBull may not “give youwings”,whenitcomestothe amountif energyyou
may or may notexperience.
4. References:
ChaseandHolcombe.(May21, 2008). MonsterEnergy DrinkCommercial FeaturingDIECAST.Retrieved
From https://www.youtube.com/watch?v=Ln8_AUCIkAw
Pinkham,C.(2014, October5). RedBull Settles$13 MillionLawsuitOverFalse Advertising.Retrieved
April 5, 2015, from http://kitchenette.jezebel.com/red-bull-settles-13-million-lawsuit-over-false-adverti-
1642741312
RedBull.(Dec26, 2014). Fortune Teller –RedBull Commercial 2015. RetrievedFrom
https://www.youtube.com/watch?v=dy7q-1HvOQQ
RedBull GivesYou Wings - RedBull.com.(n.d.).RetrievedApril5,2015, from
http://www.redbull.com/us/en
Yohn,D. L. (Photographer).(2014,April 23). Why RedBull LovesitsHaters[PrintPhoto].Retrievedfrom
http://deniseleeyohn.com/wp-content/uploads/2014/04/Red-Bull.jpg
