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Digital
Advertising:
Redbull
Marketing Research Paper
Nate Burns
2016
10 February
Nate Burns
Marketing Research Paper: Baleja
10 February 2016
Today, advertising and marketing is crucial when getting information about products to
prospective, current, or retrospective consumers. But, what is the best way to reach these
consumers? How can the most and highest quality of information be portrayed? Many companies
have turned to the most effective means of reaching customers—television and digital mediums.
Almost everyone watches television at some point during the day and the number of hours
television is
viewed per day
is on the rise
and the number
of televisions
per household
is increasing as
well.
Television
advertisements are not only reaching people through the
receivers on the entertainment sets but they are
becoming an online sensation as well. Whether a
consumer is viewing a YouTube video or simply
scrolling through a specific site, these marketing tools
can be seen through a digital medium. It is clear that
the use of the internet and television viewing is on the
rise, but how do companies effectively use these
mediums?
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Source: stakeholders.ofcom.org.uk
Nate Burns
Marketing Research Paper: Baleja
Red Bull was first introduced in the United
States in 1987 as one of the first energy drink brands
10 February 2016
Red Bull
Annual Sales
to reach the market. With recent competitors such as
Coca-Cola’s Monster and Pepsi’s Rockstar, Red Bull
remains to be the leader in overall energy drink sales.
The company grosses around $11 billion per year and
had their first decline in sales in 2009 with a rebound
Source: store.businessmonitor.com
year in 2010 and continual increase since then. (Source: So, how does this company remain to
be so successful and lead in the market for energy drinks?
This super power of an energy drink company has an immense marketing and advertising
campaign. They use a variety of advertising mediums, from sponsored concerts to ornate
television ad campaigns. Red Bull has been famous for their slogan “Red Bull Gives You
Wings” and in many early advertisements the
phrase has been the center piece for initial
marketing success. Originally, the company used
simple cartoons to depict a character that needed
a boost to overcome an obstacle. He then drank a
Red Bull, gained wings, soared away and the
problems vanished. These advertisements were
extremely successful when they first came out in the early 2000s and boosted Red Bull’s sales.
However, this television ad campaign did not last. When Red Bull aired a commercial that
appeared to mock Jesus they received much criticism and turned to a new form of television and
digital advertising. Regardless of the ridicule, Red Bull continued to use this simple and comical
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Nate Burns
Marketing Research Paper: Baleja
10 February 2016
use of advertising to show off their product until 2010 when they began focusing more on
extreme sports and major sponsorships for extreme sports athletes. As for the product they were
selling, Red Bull faced some extreme criticism.
The energy drink company was also criticized for using ingredients that led to heart
problems. Eventually, there was no direct evidence that led to the assumption that Red Bull did,
in fact, lead to heart problems and early
heart attacks. The company continues to be
ridiculed for this subject but denies any
denigration on the matter. One independent
report by Jenny Wilson of Smart Planet.com
points out that Red Bull and energy drinks in
general have been the centerpiece for
investigation in 21 FDA reports. The FDA
has not associated these reports directly with Red Bull’s product but the fact that this type of
consumer product can be a possible endangerment to one’s health is a scary subject and tough to
sell.
Red Bull began focusing heavily on sponsoring extreme sporting events and important
figures involved. They now use these faces and events to create their digital advertisements. The
most recent and noteworthy ad featured a jump from space by Felix Baumgartner and was named
Red Bull’s Stratos. This event was viewed by over 8 million people and cemented Red Bull’s
image as a leader in extreme sports. This Stratos campaign was viewed by critics as one of the
most effective and shocking use of a marketing and advertising campaign. The ads today are
leading away from the humorous side of digital marketing and are becoming more inspiring. The
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Nate Burns
Marketing Research Paper: Baleja
10 February 2016
company’s, debatably, most successful use of this advertising technique aired in 2012. This ad
contained breathtaking images of incredible acts done by various extreme sports athletes. The ad
ends with the image of Baumgartner jumping from space and his voice quietly saying, “The only
limit is the one you set yourself.”
This breakthrough ad was viewed as a one of a kind and created a buzz unlike any other
in the world of social media. There was an increase of 400% of consumer interactions with Red
Bull during and after the jump and over 2,000,000 new subscribers were now signed up for the
latest company news. Obviously, this new campaign was a step in the right direction and created
a new image for Red Bull and their product. (Source: 5, Kotylar)
By taking the awe factor from extreme sports and tagging it with the Red Bull name and
logo, the company has given itself wings and practically owned the world of energy drinks. This
is all done by the use of digital marketing and advertising. Red Bull has captured this idea of
digital advertising and warped it to fit their product and brand image. In a world of connectivity
and online use, the need to innovate and create a sense of belonging is crucial for old followers
and prospective consumers. Red Bull has accomplished this feat and will continue to strive when
it comes to digital advertising innovation.
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Nate Burns
Marketing Research Paper: Baleja
10 February 2016
Bibliography:
1. Kotylar, Brian. "Dachis Group." Dachis Group. Web. 08 Apr. 2013.
<http://www.dachisgroup.com/2012/10/7-social-campaign-insights-from-redbullstratos/>.
2. "Red Bull Company." Red Bull the Company. Web. 25 Mar. 2013. <http://energydrinkus.redbull.com/company>.
3. "Television Advertising." Television Advertising. Web. 25 Mar. 2013.
<http://www.alladvertisingagencies.com/resources/television-advertising.html>.
4. Wilson, Jenny. "Energy Drink Dangers? Red Bull Named in 21 FDA Reports."
SmartPlanet. Web. 08 Apr. 2013.
<http://www.smartplanet.com/blog/bulletin/energy-drink-dangers-red-bullnamed-in-21-fda-reports/5970>.
5. "Red Bull Brand Profile." Red Bull Brand Profile. Web. 25 Mar. 2013.
<http://www.adbrands.net/files/at/redbull_at_p.htm>.
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Marketing Research Paper: Baleja
10 February 2016