Red Bull (a)

Abstract

This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

Excerpt

UVA-M-0663

Rev. Apr. 14, 2016

Red Bull (A)

Red Bull

We don't bring the product to the people. We bring people to the product.

—Dietrich Mateschitz, Founder, Red Bull GmbH

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Keywords: advertising, advertising strategy, brand management, marketing mix, marketing strategy