Red Bull: Greatest Pull Marketing Strategy off all time?

 Red Bull: Greatest Pull Marketing Strategy off all time?

Red Bull. What started off as an energy drink, soon became a name echoed throughout the world in a variety of contexts. In 2019 Red Bull sold 7.5 billion cans, while above the line marketing helped to boost sales by 10.4% the previous year, what has really driven Red Bulls sales is its endeavours, innovation and tremendous success in below the line marketing. While Red Bull's core product offering is that of an energy drink, it has involved itself in many industries such as the Formula 1 Grand Prix, Music industries and extreme sports just to name a few. But how has this involvement turned a small energy drink company founded in 1987 into one of the largest and well known brands in the 21st century. 

In a Ted Talk in 2007, Seth Godin outlined the importance of products, ideas and marketing needs to be "remarkable" if they are to spread. Remarkable in a sense of being worthy of attention and striking but also worthy of someone making a remark. Various sources have indicated that Word of Mouth can influence 20-50% of purchase decisions. Companies frequently have fantastic product offerings but they don't attract the attention and talk they deserve. So how did Red Bull become remarkable and break through the clutter?

In 1989, Red Bull sponsored their first athlete Gerhard Berger, an Austrian born F1 driver who was endeared by loving fans and rival competitors. Berger was known for his winning personality which saw him win 10 Grand Prix and 48 Podium finishes. Red Bull, the energising, mind focusing beverage was the perfect fit, as the supposed benefits of consuming the product was everything an F1 Driver needed. This initial sponsorship thrusted Red Bull into motorsports and became the talk of the town.

Gerhard Berger 1989

Fast forward to 2005 where Red Bull has now entered a team into the F1 Grand Prix. This remarkable endeavour allows Red Bull to have incredibly high amounts of social transmission and emits triggers to consumers every time the dashing blue F1 car is seen, the team is talked about and free cans are handed out on event days. While consumers may not even realise it, they are being subjected to Red Bull's marketing every second that an F1 race is occurring. Subconsciously they are thinking about not only the team but also the Energy Drink product Red Bull eagerly sells.

In the modern day Red Bull sponsors athletes, hosts extreme sporting events, music events and posts remarkable online content that viewers evidentially love, generating word of mouth publicity at an astronomical scale. Of the plethora of below the line marketing offerings they partake in, the most notable and famous project was the 2012 Red Bull Stratos, which saw Felix Baumgartner partake in the highest free fall altitude dive in history. Over 8 million people watched live as Baumgartner broke 3 world records. This event generated gargantuan levels of word of mouth publicity and of course Red Bulls name was at the centre of it. If you haven't already, do yourself a favour crack open a Red Bull and watch it below.

 

Experts have often regarded Red Bulls marketing strategy as the greatest and most remarkable strategy of all time. It has reached billions of people through its endeavours and extremely contagious aura and will only continue to please, satisfy consumers ears and vitalise their body and mind.

What did you think of the Stratos project and what products do you love talking about? Would love to have a chat over a Red Bull and find out!