The energy drink market in the past 10 years has exploded with competition and demand growing out of control. If you walk into a convenient store and look at the refrigerated section, right next to water and soda you can see Red Bull, Monster, Rockstar, RedLine, Go Girl, and the numerous other brands that have emerged from companies trying to get a piece of the pie. One of the originals, Red Bull, has not only captured the energy drink market, it dominates all other brands. Since its expansion to North America in 1997, marketers have done an excellent job in creating a strong brand identity.
From the simple quirky commercials on TV, to the print ads in magazines, and not to mention the can image, Red Bull has created a consistent image and message across the board of the Promotional Mix. Targeting young adults, Red Bull has paved the way with catchy, yet simple, advertising often with young adult cartoon people. In my opinion, the simplicity of the commercials, print ads, and can has created an image for the company that mostly anyone familiar with the energy drink industry can recognize without text. They have mastered the art of consistency across all levels of the company to web design, product design, promotions, and even vehicle design. Even though the Red Bull product line is expanding into various beverages, you find the same look and feel which displays the pride in true brand equity they hold.
Red Bull not only is promoted through advertising, but they have created direct access to captured and potential markets. Red Bull has also submerged the brand through its Events, Wiiings Team, and Student Brand Managers. Red Bull's events can be some of the most prestigious, such as New Year's Eve Expositions, to the quirkiest ones, such as the Flugtag and the Soap Box Race. The Wiiings Team, which are genius in terms of publicity and public relations, are personnel that attend small local events and hand out free cans of energy drinks, along with a little pamphlet about the product.
All in all, Red Bull is not going anywhere anytime soon. The only thing that will lead to the collapse of the energy drink market is an even larger health conscious movement in the beverage industry. Red Bull is capitalizing on the Brand Equity they hold, and have pushed their image into every nook and cranny of action sports and motorsports industries.
For more information, visit http://www.redbull.com.
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