Page 11 - BUSINESS COMMUNIQUE ver. 2

Red Bull: Fueling Adventure!

In a crowded market wherein, basis for Red Bull’s popularity as a
many manufacturers depend pacesetter in high-octane By Tanvee Jesrani
upon traditional techniques, Red experiences, attractive to people
Bull has carved out a one-of-a- who crave pleasure.
kind identification rooted in
pleasure and journey. Since its Experiential Marketing: Bringing
founding in 1987, the electricity Adventures to Life
drink employer has positioned One of Red Bull’s central
itself as a beacon for adrenaline advertising techniques is
seekers and thrill lovers experiential advertising. Rather
worldwide, setting up itself as than simply selling the product,
synonymous with severe sports Red Bull designs real international
activities and bold feats. This activities that allow humans to
article explores the progressive immerse themselves in the Red
Red Bull’s transformation
techniques which have solidified Bull lifestyle. Iconic activities, just Red Bull’s transformation
from an energy drink to a a
Red Bull’s repute as an like the Red Bull Air Race and Red from an energy drink to
adventure
symbol
adventurous logo. Bull Cliff Diving, exemplify symbol of adventure
of
this method. exemplifies powerful brand-
exemplifies powerful brand-
Creating the Foundation of building through bold,
through
building
bold,
Adventure A defining second in Red Bull’s unconventional marketing.
unconventional marketing.
Co-based with the aid of Dietrich experiential advertising became By focusing on experiential
By focusing on experiential
Mateschitz and Chaleo Bovidae the 2012 Red Bull Stratos mission, marketing, storytelling, and
marketing, storytelling, and
in Austria, Red Bull aimed for wherein skydiver Felix athlete partnerships, Red
athlete partnerships, Red
more than simply promoting Baumgartner jumped from the Bull has crafted an identity
Bull has crafted an identity
electricity drinks. The founders stratosphere, breaking the sound that stands out in an
in
out
that
stands
an
focused on high-electricity barrier. This audacious stunt increasingly crowded
crowded
increasingly
customers like athletes and attracted hundreds of thousands marketplace. It’s a brand
marketplace. It’s a brand
college students, however opted of stay visitors and bolstered the
that sells not just products
for an unconventional logo’s dedication to severe that sells not just products
but experiences, lifestyles,
advertising method targeted on challenges, solidifying its picture but experiences, lifestyles,
and a sense of daring that
journey and danger-taking. This as an image of a journey. and a sense of daring that
resonates deeply with its
branding approach laid the resonates deeply with its
audience.
audience.
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BUSINESS & ENTREPRENEURSHIP CLUB, ISWK