3. HISTORY
• Red Bull is an energy drink sold
by Austrian company Red Bull GmbH, created
in 1987.
• In 1992, the product expanded to
international markets and in 1997 it entered
US.
• BIRTH OF A WHOLE NEW CATEGORY.
4. HOW IT WORKS ?
• Red Bull Energy Drink is a functional beverage
providing wings whenever you need them.
5. WHEN TO DRINK ?
• ON the road.
• During lectures.
• At work.
• While playing sports.
6. WHAT’S INSIDE ?
• Caffeine + Taurine + B-Group Vitamins +
Sucrose & Glucose + Alpine Water.
• Red Bull Energy Drink's special formula
contains high quality ingredients.
8. MARKETING STRATEGY
• BE DIFFERENT!
• Hosting sporting
and other events
that are
synonymous to the
brand attitude.
9. “ Red Bull Energy Drink is a
great functional drink which
can be really handy just
before training or
competition. Red Bull gives
you wings.”
– MARK WEBBER
19. Should the company do more
traditional advertising ?
• It is recomended for RedBull to stick to its
“AntiMarketing” strategy .
• Through the current marketing it connects
well with the target consumers.
20. SUMMARY
• History
• About the drink
• Marketing Strategy
• Marketing communications mix
• Strengths and risks involved