The Red Bull brand is much more than a soft drink; it is an energy drink which was made to increase physical and mental stress with the aim to improve endurance, alertness, concentration and reaction speed. Red Bull is very effective which was also proven by a number of scientific studies, and also appreciated by many of the world’s top athletes and drivers.
In 1982, Austrian businessman Dietrich Mateschitz was traveling to Asia for Blendax toothpaste came across Krating Daeng which literally transfers to Red Bull in the Thai language. It was a cheap tonic sold in brown bottles which were used by factory workers in order to be more energetic during their long shifts. This drink was produced by TC pharmaceuticals which were owned by Chaleo Yoovidhya. Matechitz approached Yoovidhya, and together with Yoovidhya’s son, Chalerm decided to set up a company to produce energy drinks.
So, in 1984, Red Bull GmbH was created, and it was producing energy drinks. Mateschitz developed a unique marketing campaign and started selling the product on the Austrian market in 1987. However, Red Bull started to gain popularity, and in 1992, it was the first time when it appeared at the foreign market, in Hungary. Furthermore, it then reached Slovenia, Germany, and Switzerland in 1994. In 1997, Red Bull entered the US market, and after five years by 2003, the US market had generated an estimated 40% of the company’s turnover.
Red Bull should use traditional marketing campaign such as television, radio, and billboards to reinforce the company’s brands only when the market is matured. Although the company has their own marketing campaign such as sponsoring extreme sports events, it is still expensive, but it also brings a unique brand awareness particularly to demographic involving younger adults, which is the main target market of the Red Bull’s products. The company has been successful due to their unique marketing strategy because they do not depend entirely on television and print advertisements. This is due to Red Bull’s unique guerrilla advertising methodology. So, if Red Bull were to adopt a traditional marketing campaign strategy like its competitors, resulting in losing their uniqueness. The reason why is because by sponsoring events and buzz-marketing it has helped the company’s product stand apart. Furthermore, extreme sports events attract young people and thus present Red Bull with a great opportunity to reach out to them.