#BYMEspresso☕: How Red Bull Gave Itself Wings?
The company leads the energy drink market with a 24.9% share and sells more than 7.5 billion cans globally.
Red Bull has become one of the most talked about brands in the world through PR, the production of content on equal footing with major publishers, the organization of breathtaking events and much more.
But have you ever wondered how Red accomplished all this in the last few years?
Red Bull's marketing strategy has a specific target audience that plays an important role in why the company leads the energy drink market with a 24.9% share and sells more than 7.5 billion cans globally.
They have become a marketing powerhouse by sponsoring popular extreme sports or daring stunts and the company slogan, “Red Bull gives you wings.” They also sponsor a lot of events in different countries, such as the music academy in the USA, parachutes in South Africa, and go-karting events in Kuwait.
In 2012, Red Bull was at the forefront of almost every headline when it sponsored an event where a skydiver was to free fall from the Earth Stratosphere in a helium balloon. This project broke many records, and the video was streamed live through YouTube and GoPro and became one of the most widely streamed videos.
The event embodied the company's slogan, “Red Bull gives you wings.” They used this event and photography in their marketing campaigns for years.
For the brand, the combination of low-cost, innovative guerrilla marketing and pumping more money into branding and sponsorship worked like a charm!