SHANNON QUINLAN, BRIANA BUI, MEI WIMMER & JONATHAN PAYNE SMAD 443
TABLE OF CONTENTS
RED BULL page 1 History Brand Brand History Product Itself REPUTATION page 2 pages 3 - 6 CAMPAIGN Agency Profile Purpose Target market(s) Style Approach Mix Campaign start & end dates Media Campaign uniqueness/memorability Campaign extended/altered Chatter Evolution of campaign COMPETITORS pages 7 - 8 pages 9-10 PRESENTATION WORKS CITED RED BULL
HISTORY Founded and created by Dietrich Mateschitz in the mid 1980's. Inspired by drinks from the Far East. First sold in Austria. Red Bull created a new product category, now known as energy drinks (Red Bull, 2017).
BRAND You can live an active lifestyle with help of Red Bull. Pro Athletes drink Red Bull and have been up keeping their successful career. You can use Red Bull for alcoholic drinks and in fun social environments. Red Bull helps keep your life energized, young, active, and youthful
BRAND HISTORY Associations with extreme sports helped boost credibility: indie athletes, looking for adrenaline, keeping themselves “amped up” with Red Bull, snowboarding and hang gliding and probably—we hope—doing Parkour. Bigger alliances, with NASCAR and famous athletes and even the eventual purchase of a couple soccer teams, kept Red Bull’s energy promises squarely (and more innocently) in the bad ass “achievement” realm. (Bell, 2015)
PRODUCT ITSELF Wakes you up Gives you energy Caffeinated Can help you stay focused REPUTATION
Financial/Stock Performance Just Prior to Campaign Revenue in 2016: 3.1 billion Market share in 2016: 38.3% (IBISWorld, 2017). Privately owned company Red Bull has established an alliance with Cadbury Schweppes in Australia. The alliance has helped expand the brand’s marketing distribution, allowing more customers to have access to Red Bull across the nation. Sales, which are already 40% up compared to the same time last year, are set to rise dramatically as a result of the pending partnership (DataMonitor, 2004).
Relative to Corporate Social Responsibility (CSR) Red Bull Wings for Life foundation: 100% of donations goes to the Wings for Life Spinal Cord Research Foundation which was founded by Red Bull owner Dietrich Mateschitz and motocross world champion Heinz Kinigadner (Wings For Life World Run, 2017). Red Bull cans: Red Bull has made a conscious decision to use aluminum cans. Red Bull cans weigh significantly less than older models of the can, this saves on a lot of raw materials that are used. Once the cans are collected they become fully recyclable and can be used again without any loss in their quality. Cans are manufactured and filled at the same place and this saves on transportation costs while also reducing carbon emissions (Red Bull, 2017). CAMPAIGN
AGENCY PROFILE Launched in Salzburg, Austria in 2007 Has a global presence in more than 160 countries First dedicated media subsidiary was launched in 2011 in Los Angeles. Produces work for TV, mobile, digital, audio, and print, for a global audience.
TWO SPECIALIZED UNITS: Servus Media: TV station and print magazine Focuses on traditional topics in German-speaking regions Terra Mater Factual Studios: Creates cinematic feature films and premium TV documentaries, Focuses on wildlife, nature, science, history, and innovative factual entertainment series (Red Bull Media House)
PURPOSE The purpose of the “World of Red Bull” campaign is to showcase the talents of people all over the world ranging from athletes to musicians. The “World of Red Bull” celebrates their achievements and inspires the audience to acquire their own wings and join the Red Bull family (Red Bull, 2016). TARGET MARKET Demographics Consuming energy drinks on a daily basis by age: (Energy drink by age, 2016) Ages 30-39 (32%) Ages 18-29 (23%) Ages 40-49 (17%) Ages 50-69 (12%)
*Frequency of consuming energy drinks by gender: (Energy drink by gender, 2016)
Male: Several Times a Week (49%) [Almost] Daily (27%) Several Times a Month (17%) Every Few Months (6%)
Female: Several Times a Week (43%) Several Times a Month (25%) [Almost] Daily (20%) Every Few Months (12%) *60% of energy drink consumers in a study said that the brand is the most important factor in their purchasing decision. (Price vs. brand, 2016)
DEMOGRAPHIC SEGMENTATION: Red Bull Simply Cola is commonly targeted towards ages 16-40 male/female. Newly married couples, young, no children, high income, students, employees and professionals. Red Bull Flavor Editions is commonly targeted towards ages 18-36 male/female. Young , single people, bachelor stage, not living at a home. Tend to be students, employees, professionals, has high income. Red Bull Sugar Free/Zero Calories is commonly targeted towards ages 26-45 male/female. Newly married couples, young, no children, high income, employees and professionals. Red Bull Energy Drink is commonly targeted towards ages 16-40 male/female. Young , single people, bachelor stage, not living at a home. Tend to be students, employees, professionals, has high income. GEO-DEMOGRAPHICS Domestic and Internationally sold in Urban and Rural areas (All Red Bull flavors, All demographics)
PSYCHOLOGICAL PROFILE Social Class: 16-30 M/F: Middle and upper class. Lifestyle: Explorer, Reformer 26-45 M/F: Middle and upper class. Lifestyle: Explorer, Succeeder 18-36 M/F: Middle and upper class. Lifestyle: Explorer, Succeeder 16-40 M/F: Middle and upper class. Lifestyle: Explorer, Succeeder 47% consume energy drinks to stay awake/keep themselves awake. (Energy Drink Consumption Reasons, 2016) Coming in second, 36% consume energy drinks to “enhance mental performance”.
BEHAVIORAL 16-30 M/F: Hard core loyals, sense of belonging, enhanced performance, ambitious, regular users. 26-45 M/F: Hard core loyals, sense of belonging, enhanced performance, ambitious, regular users. 18-36 M/F: Soft core loyals, sense of belonging, enhanced performance, determined, first- time users. 16-40 M/F: Switchers. Sense of belonging, easy going, first-time users. (Dudovskiy, 2016)
NEED vs. WANT VIEW OF BRAND Wants to be THE drink for athletes and students. Attitudes toward packaging. Packaging is recyclable and cost effective. Going green. Colors red and blue are action colors and patriotic. (Red Bull, 2017)
STYLE Adventurous Wild Free (Bui, personal observation, 2017).
APPROACH MIX Advertising, direct, public relations, interactive, social media, etc. TV/Web TV, cinema, OOH, digital, social media and via PR, along with POS materials and on-pack promotion (CB, 2013) CAMPAIGN START/END DATES & SIGNIFICANCE Duration: 2016
MEDIA USED TO DELIVER CAMPAIGN Twitter (https://twitter.com/redbull) Youtube (https://www.youtube.com/user/redbull) Instagram (https://www.instagram.com/redbull/)
CAMPAIGN UNIQUENESS/MEMORABILITY Gallant’s song “Weight in Gold” used in every commercial (Wimmer, personal observation, 2017). Manner in which campaign extends or alters what has been done before Commercial featuring top performing athletes (CB, 2013). 2015 World of Red Bull TV campaign used AWOLNATION’s “I Am” (Red Bull Records, 2015). Featured Travis Rice, Carissa Moore, and Anthony Davis (Red Bull, 2013).
CHATTER Twitter Nov 6, 2016 - 69 Retweets - 182 Likes Nov 13, 2016 - 120 Retweets - 272 Likes Most shared video brand of 2016 27,047,591 shares (Oakes, 2017)
EXAMPLES OF WHAT TARGET(S) SAW/HEARD - EVOLUTION - Gained exposure and people shared the video (Oakes, 2017)
PREVIOUS CAMPAIGN APPROACHES - Humor, spokespersons, visuals, legendary themes, slogans, etc. Red Bull cartoons by Kastner & Partners. Very humor focused no real spokesperson as the cartoons all varied (“Red Bull gives you wiiings”) “Red Bull gives you wings” has stayed consistent throughout the company's existence with just a few variations. Hundreds of athletes represent the brand and are all considered spokespeople for the company, no main spokesperson. COMPETITORS
DEMOGRAPHICS (Dudovskiy, 2016) Life-cycle stage: Bachelor Stage - young, single people not living at home Income: High Occupation: students, employees, professionals Gender: Males & Females Age: 16-30
GEO-DEMOGRAPHICS Region: Domestic and international Density: Urban/Rural
RELATIVE POSITION We stand highest amongst our competitors in all categories (Quinlan, personal observation, 2017).
BEHAVIORAL Degree of loyalty: Hard-core loyals Benefits sought: enhanced performance, sense of belonging Personality: Ambitious User status: Regular users, non users DIFFERENCES (Bell, 2012) The difference between Red Bull and Monster: “Two similar products, two strategic paths, two successful energy drink companies. Yet, the one that followed the principles of marketing with outstanding creativity and continued entrepreneurship remains the leader (Red Bull).” The proof is in the numbers. Sales: Monster – $1.95 billion Red Bull – $5.2 billion Profit after Tax: Monster – $286 million Red Bull – $855 million Market Share: Monster – 29% Red Bull – 42% PRESENTATION
WORKS CITED
Bell, E. (2015, September 11). How Red Bull Became The World's Most Popular Energy Drink. Retrieved October 11, 2017, from https://vinepair.com/wine-blog/how-red-bull-became-americas-most-popular-energy- drink/
Bell, J. (2012, April. 1.) Marketing a Bull to Withstand a Monster. Retrieved October 11, 2017, from http://www.ceoafterlife.com/marketing/the-bull-who-withstood-the-monster/
Beverage Industry Magazine. (n.d.). Leading energy drink brands in the United States in 2017, based on sales (in million U.S. dollars)*. In Statista - The Statistics Portal. Retrieved September 28, 2017, from https://www.statista.com/statistics/235185/leading-20-energy-drink-brands-in-the-united-states- based-on-sales/.
CB. (2013). Red Bull set to launch new 'World of Red Bull' campaign during Men's Finals in Australian Open. Campaign Brief. Retrieved October 11, 2017, from http://www.campaignbrief.com/2013/01/red- bull-set-to-launch-new-wor.html
DataMonitor. (2004). Red Bull GmbH SWOT Analysis . Retrieved September 28, 2017, from http://eds.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=602af095-a987-4351-ba4a- fcbf0d3fa9ff%40sessionmgr102
Dudovskiy, J. (2016, June 28). Red Bull Segmentation, Targeting and Positioning. Retrieved October 11, 2017, from https://research-methodology.net/red-bull-segmentation-targeting-positioning/
IBISWorld. (2017). Major Companies in Energy Drink Production. Retrieved September 28, 2017, from http://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=4205#M P406490
Kastner and Partners. (n.d.). Kastner and Partners . Retrieved October 5, 2017, from http://kastnerandpartners.us/content/red-bull-cartoon
Oakes, O. (2017, January 05). Red Bull was most shared video brand of 2016. Retrieved October 11, 2017, from http://www.campaignlive.com/article/red-bull-shared-video-brand-2016/1419907
Red Bull. (2016, Nov 6). In Red Bull [Facebook page]. Retrieved October 11, 2017 from https://www.facebook.com/redbull/videos/10157777911840352/ Red Bull® Gives You Wings . (2017). Retrieved September 28, 2017, from http://energydrink-us.redbull.com/en/company
Redbull. (2016, Nov 13). Red Bull #GivesYouWings [Tweet]. Retrieved from https://twitter.com/redbull/status/797877448956203008
Redbull. (2016, Nov 6). Red Bull #GivesYouWings [Tweet]. Retrieved from https://twitter.com/redbull/status/79532540217662668
Red Bull. (2016). Red Bull can lifecycle . Retrieved September 28, 2017, from http://energydrink-us.redbull.com/en/can-lifecycle
Red Bull. (2017). Red Bull Milestones. Retrieved September 28, 2017, from http://energydrink-us.redbull.com/en/red-bull-history
Red Bull Media House. (n.d.). About. Retrieved October 11, 2017, from https://www.redbullmediahouse.com/company/about.html
Red Bull Records. (2015). AWOLNATION. Retrieved October 11, 2017, from http://redbullrecords.com/artists/awolnation
Statista Survey. (n.d.). Consumer attitudes toward energy drink consumption in the United States in 2016, by gender. In Statista - The Statistics Portal. Retrieved September 27, 2017, from https://www.statista.com/statistics/623434/us-consumer-attitudes-toward-energy-drink- consumption-by-gender/.
Statista Survey. (n.d.). Energy drink consumption frequency in the United States in 2016, by age. In Statista - The Statistics Portal. Retrieved September 28, 2017, from https://www.statista.com/statistics/621710/energy-drink-consumption-frequency-in-the-us-by- age/.
Statista Survey. (n.d.). Energy drink consumption frequency in the United States in 2016, by gender. In Statista - The Statistics Portal. Retrieved September 28, 2017, from https://www.statista.com/statistics/623443/energy-drink-consumption-frequency-in-the-us-by gender/.
Statista Survey. (n.d.). Reasons for consuming energy drinks in the United States in 2016. In Statista - The Statistics Portal. Retrieved September 28, 2017, from https://www.statista.com/statistics/623396/reasons-for-consuming-energy-drinks-in-the-us/.
Statista. (2017). Red Bull's revenue worldwide from 2011 to 2016 (in billion euros). Retrieved October 17, 2017, from https://www.statista.com/statistics/275169/red-bulls-company-sales-worldwide/
Wings for Life World Run. (2017). Wings For Life World Run . Retrieved September 28, 2017, from http://www.wingsforlifeworldrun.com/us/en/about/about/ Image References
Dirt Biking Photo. Retrieved from https://dirtbikemagazine.com/red- bull-sea-to-sky-video/
Freeski photo. Retrieved from https://www.redbull.com/ca- en/red-bull-linecatcher-coming-up-live-this-sunday
Helicopter Photo. Retrieved from https://www.redbull.com/us en/tags/helicopter
Rafting photo. Retrieved from https://www.youtube.com/watch? v=izpYELTU4MA
Red Bull. (2016, Nov 6). In Red Bull [Facebook page]. Retrieved October 11, 2017 from https://www.facebook.com/redbull/videos/10157777911840352/
Redbull. (2016, Nov 6). Red Bull #GivesYouWings [Tweet]. Retrieved from https://twitter.com/redbull/status/795325402176626688 Red Bull. (2016, October 24). Travis Rice: World of Red Bull Commercial 2016. Retrieved October 17, 2017, from https://www.youtube.com/watch?v=nqdboeQ-vYw
Red Bull can and Monster Can photo. Retrieved from https://redburnmonsters.wordpress.com/category/red-bull-vs-monster/
Red Bull can logo. Retrieved from https://youraustinmarathon.com/tag/red- bull/
Red Bull logo. Retrieved from https://en.wikipedia.org/wiki/File:RedBullEnergyDrink.svg
Sky Diving Space Jump Photo. Retrieved from https://www.usatoday.com/story/money/business/2012/10/15/red- bull-skydiver/1635235/