The global leader in the energy drinks market is Red Bull. Packaged in a distinctive, slim…

The global leader in the energy drinks market is Red Bull.
Packaged in a distinctive, slim blue-silver can, Red Bull is intended for all
those occasions when consumers need a boost of energy. Positioned to appeal to
a variety of markets such as stressed workers, overworked taxi drivers,
exam-anxious students and pressured journalists, it can also appeal to surfers
in the summer and snowboarders in the winter. The question is, how does this
brand sustain its scope and vibrancy? Red Bulls brand personality has been
carefully shaped and is reflected in its slogan, It gives you wings. Red

The global leader in the energy drinks market is Red Bull.
Packaged in a distinctive, slim blue-silver can, Red Bull is intended for all
those occasions when consumers need a boost of energy. Positioned to appeal to
a variety of markets such as stressed workers, overworked taxi drivers,
exam-anxious students and pressured journalists, it can also appeal to surfers
in the summer and snowboarders in the winter. The question is, how does this
brand sustain its scope and vibrancy? Red Bulls brand personality has been
carefully shaped and is reflected in its slogan, It gives you wings. Red Bull
is edgy, it is about stamina, fun, excitement, danger and adrenalin as it
associates itself with extreme activities, such as cliff diving, wakeboarding,
urban free-riding, and extreme sailing, plus bike trick contests, mountain
biking, and BMX jumping and racing. Red Bull also sponsors many sports: the
most prestigious might be Formula 1 racing, but there are also the Red Bull Air
Race World Series, street culture and music events. Red Bull uses advertising
to convey its values and to build awareness. To do this they utilise paid-for
media such as television, print and cinema as key media channels to reach their
target audiences. However, the personality of the brand is conveyed through its
associations and sponsorship of dangerous events, with public relations used to
communicate the experiences people have of these activities. Perhaps above all
else the website provides a hub for its communications, where extensive use of
video is made to replay events and activities. The brands social media
activities are used to stimulate word-of-mouth communication which induces a
strong sense of credibility. Source:Deodhar (2010); Turner (2008);
www.redbull.com

Question To what extent is the Red Bull personality a
function of positioning?

Task Identify five events with which Red Bull associate
themselves. How do each of these reflect the personality?

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