Red Bull Case Study

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3. Will Red Bull eventually need to embrace more traditional media marketing in order to keep growing? Why or why not?

In general, the usage of traditional media marketing strategies is gradually decreasing or being substituted by the innovative marketing strategies with the use of new technological advancements. Concerning Red Bull, the brand never relied on increasing its sales through traditional means of marketing like ads during broadcasts. As mentioned in the previous question, Red Bull uses short advertisements whose scope is to depict the slogan of the brand, “Red bull gives you wings”. Often these ads are funny and last only for a few seconds. The reason why Red Bull decided to develop these ads was just to receive an extra boost in terms of brand awareness. Since large amounts of people are in contact with TV ads, Red Bull’s move was more like a mandatory one; they felt like they needed to invest in ads, at least to some degree, in order to give an extra push to the brand (especially while introducing it). The real success behind the brand is the non-traditional marketing.
As a result, Red Bull does not need to embrace more traditional media as a primary advertisement tool. Mediums like radio could be used to advertise a Red Bull event but not the brand itself. It is very difficult for a radio broadcast to depict the “extreme” behind the brand’s image.
The optimal choice would be to continue experimenting with the non-traditional media marketing. Broadcasting ads between soap operas does not really depict what Red Bull stands for; excitement, adventure, energy, high speed, crashes, danger, extreme sports. Switching towards a more traditional strategy will only weaken Red Bull’s hard work as depicting its brand...

... middle of paper ...

... new sports, represent efforts of expansion.
Red Bull Cola is another example of such investment. This product reaches out to different consumers than the users of Red Bull. The focus is the natural sense of the brand, not the wings. In this sense, the promotional strategy has to change accordingly. There have been rumors that Red Bull might also invest in children beverages. Whether this is a good idea or not it’s a different question. What is relevant is that if Red Bull chooses to do so then the brand has to change the promotional strategy to appeal to the target customer. So it is ultimately up to the company to decide upon their future, considering the environmental, political, economical, and technological changes. It might be the case the Red Bull’s goal would be to solidify the current positions as market leader, and preserve the traditional brand image.

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