In this part of my Digital Writing Month challenge, I will take a look into Red Bull’s early marketing and positioning and how this helped them to become the iconic lifestyle brand they are today. Red Bull have become incredibly successful since launching 25 years ago, creating their own gap in the market and even with the continuing growth of competitors, still managing to position themselves as market leaders. It’s safe to say Red Bull are to energy drinks, what Coke is to cola and fizzy drinks.
The second part into my study of how Red Bull have become a successful lifestyle brand. In this part I’ll look into their famous advertising slogan “Red Bull gives you wings”. We’ll review the campaign from when it started, to the present day, it’s successes and how it has been perceived and accepted over the years.
For my Digital Writing Month challenge, I’ve decided to write a series of posts looking into how Red Bull are not just an energy drinks company, but have in fact become a successful lifestyle brand. To begin the investigation, we’ll start with where it all began – the history of Red Bull.