It defines itself by its function, not its image.
Here’s the big idea: Red Bull is a drink that actually does something. The company has never backed off its initial claim that the drink provides a quick boost of energy. (Note: It’s up for debate whether Red Bull actually works in a unique way or not. Nutritionists argue that Coca-Cola’s combination of sugar and caffeine produces the same short-term effect. But that’s not the point here.) This claim—the sort of thing usually confined to the over-the-counter pharmaceutical category—is always at the heart of its marketing. Red Bull embodies energy and stimulation in everything it does.
Fundamentally, Red Bull was one of the first modern brands to turn away from an aspirational image. This was a daring maneuver considering that Mateschitz wanted to compete in the soft drink category, a place where image—particularly a shallow aspirational image—rules. But Mateschitz didn’t want to market Red Bull as just an OTC nutraceutical, either. So he set up a marketing template that showed how the drink fit into people’s lifestyles: Never let consumers forget the message that Red Bull actually works, when they need a boost.
Posted by Alex Wipperfurth at February 16, 2005 8:36 AM