Red Bull is one of those cases studied in business schools. It is interesting and incredible for many reasons. We admire the merit of having created a new category. Probably the hardest and most rewarding job in marketing. All thanks to Red Bull wholesale and retail. Now you can buy Red Bull wholesale here.
So, what is Red Bull
Red Bull is a lightly carbonated drink, high in caffeine, containing generous amounts of herbs, vitamin B complex, taurine, glucuronolactone (a carbohydrate), sucrose, and glucose. Contrary to some urban legend, taurine does not come from the bull’s testicles. Taurine is an organic acid, the main component of bile, and it is found naturally in small amounts in the tissues of many animals (also in humans). Its name derives from the Latin word Taurus because it was first isolated from bull bile in 1827.
Good ole history!
Red Bull founder Dietrich Mateschitz based his drink on Karting Daeng, a popular tonic he had found in Thailand. This tonic was sold at gas stations, and its ingestion prevented drivers from falling asleep at the wheel. In 1984, he founded Red Bull GmbH with his Thai partners Chaleo and Chalerm Yoovidhya.
It was then that the positioning of the Red Bull drink was defined, “Red Bull revitalizes body and mind,” and the unmistakable slogan “Red Bull gives you wings!” The launch took place in 1987 in Austria, even though most predicted failure.
In 2008, it was already present in 148 countries. Its turnover had increased by + 7.9%, while the number of cans sold grew worldwide + 13.2%, to 4,016 million cans. This is the result of having invested fabulous figures in branding activities. It was said that the investment was around the equivalent of 25% of its turnover, all in freeskiing activities, paragliding, motorcycling, windsurfing, snowboarding, jumping, trial biking, formula 1. Although it also invests a lot in culture, such as the Red Bull Music Academy.
Dietrich Mateschitz’s great success was to call his Asian compound “an energy drink.” Coincidentally or not, the first energy drink. And his second great success was to reinvest all his profits in branding.
Red Bull: chasing its way through controversies
Red Bull was the first brand to fill the gap in the consumer’s mind. The energy drink serves as the name of the category even beyond its ingredients. Although some of them still give you some problems. Red Bull has been involved in some controversies because of the fear, interested or not, that its consumption would be harmful to health. The drink was banned in France for 12 years due to health authorities’ concern about the unknown effects of Taurine, which is a banned substance in several countries. The French government had to agree despite its reservations. It is mainly because EU rules state that a product manufactured or sold in other countries cannot be banned unless a health risk is demonstrated.
However, the Austrian manufacturer decided to include health warnings on the cans stating the drink’s high caffeine content, recommending moderate consumption, and discouraging pregnant women and children. And, the best Wholesale Red Bull is available here. Order away!
So the problem is administrative, not public health.
According to the German authorities, Red Bull cannot be classified as food but depends on the German jurisdiction for drugs or narcotics, so it needs special authorization.
The paradox is that Red Bull has achieved what many other companies are trying, uniting a powerful brand – and super vitamin – and a powerful benefit that the consumer can quickly feel. Of course, it is a very effective way to create brand loyalty and more in times of recession.
A few months ago, it was known that several German states had ordered the withdrawal of
RedBull when they found traces of cocaine. However, surprisingly, Public Health spokesmen pointed out that “The drink is not harmful, but violates the laws on food.” According to the experts, it is not harmful because, with its 0.0004 mg of cocaine per liter, it would be necessary to take more than 2 million cans to have an overdose, a figure not easy to reach. What are you still waiting for? Buy Red Bull in Wholesale rates online.
Red Bull is a legal and marketable product.
More than 100 brands have tried to steal the market, but none have managed to snatch the crown. In Austria, nine cans are consumed per inhabitant per year. In Spain? Two cans per inhabitant, double that of the US, where the energy drink market is growing at over 10% per year. A similar trend occurs in Japan. Therefore, it still has a long way to go.
Let’s focus on what is critical, essential, and provides the competitive advantage, outsourcing and outsourcing everything else. It is fundamentally what Red Bull does all over the world, dealing – very successfully – with the brand’s management.
In the latest edition of BrandZ, Red Bull (79th position) entered the ranking “The 100 Most Powerful Brands in the World”, produced annually by the consultancy Millward Brow, showing excellent health.
The most successful marketing campaigns: Red Bull
Marketing has become one of the strongest pillars on which companies rely to expand, improve and publicize their business. We can then say that marketing has achieved its objectives and that it has been successful. But what are the most successful or innovative marketing campaigns?
Today, we are talking about one of the companies that most stood out and grown thanks to its careful marketing strategy, Red Bull. The energy drink company has extended its business well beyond marketing. How? Mainly by carrying out sponsorships, events, and initiatives that are part of your marketing plan.
Red Bull’s secret?
Take advantage of all the resources at your fingertips, target a well-defined target audience and follow an innovative and unconventional marketing strategy.
Sports sponsorships, generally risky or speed sports, soccer teams, events, competitions, humor, and ‘good vibes’. In this way, the public relates the sensation that these activities give you with Red Bull and its energy drink. These activities led the Austrian brand to become the global brand that best uses content marketing and uses all the marketing channels at its disposal to reach the target audience and generate an echo in society. Buy Red Bull at wholesale rates now.
Did you know that the famous jump was about outright marketing?
Well, Red Bull managed to sneak into millions of homes and global news thanks to the image of Baumgartner jumping from the stratosphere in free fall at the height of more than 39,000 meters, thus breaking three records. Well, it was Red Bull who financed this adventure with the ‘Stratos’ campaign, becoming the most viewed live YouTube video (8 million views), carrying out a global broadcast to more than 50 countries, and recording a documentary.
And yes, there remains the image of Baumgartner with his suit and the Red Bull logo. The company was the key piece in the whole process, having the jump and financing both its development and promotional activities in online media.
Red Bull created an amazing story that seemed unlikely to be achieved.
This surprising marketing action, which many had not realized, provides certain lessons that can be very interesting for all those who are interested in these campaigns:
Red Bull hooked audiences by posing a challenge:
Would Baumgartner manage to break records? Would there be problems during a jump from an incredible height? And what most people wondered, would he make it out alive? It broadcast the images of the jump directly to its consumers. These reached many countries and homes around the world, with different content and formats. It also provided an extra value: a camera that Baumgartner carried during the jump and reproduced what he experienced.
All these steps made such a risky and large project a resounding success for Red Bull. Taking this and other precedents into account, we cannot hesitate to ensure that we are dealing with an energy drink company with a great marketing strategy, which it has been able to carry out to achieve success. What’s more, many consumers associate Red Bull not only with their product but with the content and actions they carry out. What are you still thinking of? Grab the best offers on Red Bull in wholesale.