Red Bull, trendsetter and dream-maker

Every year, Red Bull takes part to almost 500 spectacular events in the world, regarding sports records or any kind of thrill. The brand owns football clubs, Formula 1 racing stables and sponsors many other sports.

A remarkable fact is that Red Bull also invented new sports. For instance, Red Bull Crashed Ice is a world tour in the winter extreme sporting event, that involves downhill skating in an urban environment. It is similar to ski cross and snowboard cross, except with ince skates on an ice track, instead of skis or snowboards on a snow track.(*)

 

By making the choice of attributing a significant part of its profit to organizing such events, Red Bull’s communication is able to create its own content and doesn’t need additional advertising.

To remain at the top of the entertainment, the project Red Bull Stratos succeeded in pushing back the limits of what is possible. 

A man, Felix Baumgartner.

A goal: to jump from the stratosphere, at the limits of space (36,000km from the ground).

Extreme conditions of temperature, pressure.

And that is what happened on the 14th of October, 2012.

And this is the  same jump a year after, filmed with the GoPro technology. Or how to make this record trendy...and even more breath-taking!

Red Bull succeeded in creating that amazing event from A to Z. In terms of marketing, the brand also innovated. The emotional impact, the physical and mental achievement…but also the implications for science!

Because, for this event, Red Bull positioned itself not only as an entertaining energy drink company but also as a scientific pioneer. The brand communicated a lot on the scientific dimension of the project, involving professional scientists.

This success would not have happened for another brand. Actually, Red Bull historically conveys values of endurance and surpassing oneself for customers. Since Felix Baumgartner jumped, it actually shows that the brand believes in human self-transcendence, in the ability of mankind to push back its own limits to become better.

For Red Bull Stratos, Red Bull made the choice of committing for years and engaging millions of dollars in the project. It is the core of Red Bull DNA: to dream big and push back the limits to reach your goals.

Pierre

(*) Wikipedia definition: http://en.wikipedia.org/wiki/Crashed_Ice

Sources:

-       D. Bigman: 2012, “Big Risk, Big Reward: Felix Baumgartner and Red Bull Deserve All The Marketing Buzz They Get”. Retrieved from www.forbes.com

-       D. Pilato: 2012, “RED BULL STRATOS. Le saut de Baumgartner? Un coup marketing sous couvert de science”. Retrieved from www.leplus.nouvelobs.com

An eye on competition – How others differentiate

For this first post, let’s focus on RedBull’s most relevant direct competitors. Three brands take the lion’s share:

On such a market that RedBull tends to dominate, each brand has followed the same idea for reaching their target population, young people between 15 and 25yo. They would not only sell a sparkling drinkable energy booster, but also combine extreme sports with their brand image. It is actually the opportunity to reach a larger audience. And more generally, brands focus on how the concept of “extreme” can be something attractive, without becoming dangerous. It is more linked with strong sensations and “living life to the fullest”.

It enables each brand to communicate in a way that fits with the values it conveys. Thus, each communication strategy will send a specific message, with the brand positioning itself on a specific kind of “thrill seeker”.

Let’s take a closer look at how some of these brands' catchphrases!

“Dark Dog is good 4 U” / "More energy, more life"

With such a discrete, traditional message and such a creepy logo, Dark Dog surprises by its innovative strategy, especially through its website, Dark Dog City. Only the 4^th brand of energy drinks in France in terms of turnover, it is very active, focused on motor sports, sponsoring and organizing a lot of events. In terms of product, Dark Dog constantly innovates by creating new ones, re-packaging or displaying lots of goodies. More recently, the brand found out a new way to attract customers...

“Can you take the heat?” / "Fuel for fire"

Part of the Coca-Cola Company, Burn is kind of the rebel of the family. For a long time, Burn had a clear striking focus on provocation to attract people. The brand communicated with shocking visuals, depicting violence, sex or wild parties. Recently, it repositioned itself as something a bit quieter and as product to consume during the day. When looking at their website, Burn is involved in sports events (skateboard, surf, snowboard) and electronic music (for instance, by recently sponsoring David Guetta). So, Burn moving to adulthood?

“Unleash the beast” / “Go big, or go home”

Right from the beginning, Monster differentiated from its competitors in terms of communication policy. No mass media, but advertising that would mainly target athletes of extreme sports. Like Burn, Monster repositioned its image and made the choice of a larger audience by moving along with the times (and with its competitors). Monster Girls - sculptural hostesses dressed like Lara Croft for Monster events – made their appearance. Monster sponsored motor and bike sports and athletes, but also music. Finally, the brand picked up on multiplayer online games becoming competitive sports disciplines. Monster is currently organizing a partnership with Call of Duty for the launching of a new opus. From hyper-focused to hyper-present, Monster is currently the 2^nd brand of energy drinks in France.

No, it's not porn, it's HBO...sorry Monster

Upon closer scrutiny at these brands communication, it is a ruthless battle of who will be the most extreme, provocative, sexy, innovative, connected…and – more than anything – representative of today’s youth.

Pierre

Possible is French

 http://www.ozap.com/actu/football-grand-ouf-de-soulagement-pour-les-marques-partenaires-des-bleus/450214

We know it has already been more than a week since France got its ticket for the Football World Cup in Brazil. The outcome against the Ukraine was unexpectedly but greatly welcomed, in favor of our tri-colors team with a result of 3-0.

This epic performance was the occasion for Powerade to communicate on its position as the sport drink of our national blue team on the following day of the game. The picture above is from the famous football's newspaper "L'équipe". The sport drink brand didn't hesitate to take a whole page to make its advertising more meaningful and powerful, entitled "Possible is French".

Should we understand that Powerade helps making it possible? Probably!

Amanda

PRODUCT BATTLE - Powerade VS RedBull

This article will be dedicated to Redbull and Powerade products.

BATTLE ONE

Powerade ION 4 

Powerade was relaunched in 2009 as Powerade ION4, the ultimate drink that surpass water for rehydratation with its isotonic composition that helps you regain energy during and after physical exercices. The bottle is supposed to contain the four key electrolytes in the same ratio that is lost in sweat during high effort.

 

4 flavours : Ice storm, Orange, Cherry,  Lemon

Combination : carbohydrate and sodium

 VS

Red Bull Energy Drink & Editions

Red Bull is meant for everyday's activities : on the road, during class, at work, during sport, day and night. It gives you the energy you need at any time of the day for any activity it will be required for. In other words, Redbull Energy Drink gives you wings.

 

4 flavours : Original, Blueberry, Lime, Cranberry

Combinaison : Caffeine,Taurine B-Group Vitamins , Sucrose & Glucose , Alpine Spring Water.

 

BATTLE ZERO

Red Bull Zero Calorie & SugarFree

For Redbull it's about obtaining exactly the same sensation as if consumer were drinking their original product but with a zero calories option. Aspartame, Sucralose & Acesulfame K replace Sucrose & Glucose in the composition for Red Bull 0 Calories. Red Bull SugarFree excludes the sucralose.

 VS

Powerade Zero 

Powerade, however, proposes the zero calorie option for light phisycal exercice ( less than 60 minutes) for sportives who really don't want to add calorie during their effort.

UNILATERAL BATTLE

Powerade powder is about making your own mix based own weather conditions or your physical effort. This product was made for more freedom concerning the quantity diluted while having the same taste and effect for your body.

RESULTS

B1 : Deuce, they both win in their own positionning.

B0 : Winner is Redbull, as it gives you the same sensation in term of effect and time, Powerade has a time limit.

UB : Powerade, obviously...  

2-2 : It's a win-win for our two favorite energy drinks.
 

Amanda 

Teddy Riner for Powerade

 

http://www.cdusport.com/wp-content/uploads/2013/04/Teddy-Riner-Coach-powerade.jpeg

To make the French judoka Teddy Riner become ambassador for Powerade in 2011 was a bright move for the blue bottle energy drink. This contract was supposed to last until the London 2012 Olympic Game where Powerade was the Official Sport Drink of the event, positionning its products as a must for high competition level and perfomance in sport. 

 After Teddy Riner got the gold medal, Powerade has developed a strong communication about their partnership as in : « Powerade accompagne Teddy Riner dans sa quête de médaille olympique », meaning Powerade leads Teddy Riner to his quest for olympic medal or « Relevez le challenge de Teddy » (Take Teddy's challenge), the latter is mentioned on the official website where we can see numerous mentions dedicated to Powerade and its partnership with Teddy Riner.

For further details about how Powerade and Teddy Riner are perfoming together, check out this video which is referring to the Powerade Challenge, supervising by Teddy Riner as the coach :

Amanda

Brand positioning

Red bull

BRAND POSITIONING

The brand positioning comes from out of the product benefits: Red Bull vitalizes body and mind.

TARGET GROUP

Red Bull's target group is not determined by a demographic, but by a “state of mind“.

Red Bull consumers have drive, are active and dynamic. They want to be physically and mentally fit and wide-awake.

OPINION LEADER MARKETING

Opinion Leaders, especially in the sport and cultural area, are a perfect target group for Red Bull.

Red Bull develops relationships with them and treats them like friends.

Red Bull worldwide has over 250 agreements with top athletes, but not one written contract.

EVENT MARKETING

Red Bull's event marketing also covers both areas, sports and culture, through a variety of events like Flugtag, Creative, Contest, Music, Academy, Local Hero Tour and many more.

Red Bull doesn’t sponsor events, Red Bull creates, organizes and supports new, innovative and image building events.

Powerade

BRAND POSITIONING

The brand positioning comes from out of the product benefits: Powerade is a sport drink.

TARGET GROUP

Teenagers are the main targets.

Powerade also aims and foremost athletics, all sports and ages combined. In loyalty at an early age, Coca-Cola Company is in the long term to conquer the market.

Targeted young customers today, will be the future parents who tomorrow continue to consume and transmit the taste of the drink for their child.

OPINION LEADER MARKETING

Opinion Leaders, especially in professional sport is a perfect target group for Powerade.

Powerade develops relationships with them and accompanies them to surpass themselves, improve their performance.

T. Henri, T. Parker, L. James, J. Robinson, W. Rooney.

EVENT MARKETING

Olympic Games, Rugby worl cup, Basket-Ball league

Louise

Introducing Powerade - A sports-enhanced energy drink

POWERADE is a sports-enhanced energy drink that gives sportsmen better performance, stamina and agility, manufactured and marketed by The Coca-Cola Company. POWERADE was introduced in 1988 and made a grand entrance being the first energy drink to become the official sports drink of the Olympic Games held in Seoul. POWERADE is the official sports drink of the Australia, New Zealand, and Ireland rugby teams, the AFL, PGA Tour, NASCAR, NHRA, NCAA, the U.S. Olympic Team (excluding U.S.A. Basketball and U.S. Soccer, which have deals with Gatorade) and many other national Olympic federations, The Football League and many other soccer leagues and teams around the world, FIFA, such as Independiente de Avellaneda, O'Higgins or Cluv Atlético River Plate  and the IOC in no small part due to their overall contracts with Coca-Cola. Various other competitions also have sponsorship deals with the brand, although Gatorade historically has secured the lion's share of sponsorships. The drink is also Sponsor of the Honduran Soccer Team C.D. Olimpia. The brand is also the exclusive beverage sponsor of the Hoops in the Sun basketball summer league, based out at Orchard Beach in the Bronx, New York. It is the only summer basketball league to be sponsored by the brand.

In July 2001, POWERADE improved on its formula by adding different vitamins such as vitamins B3, B6 and B12 to increase energy metabolism. In 2002, POWERADE updated its logo to a new sport-grip bottle. In 2005, POWERADE introduced POWERADE Option to the United States, no doubt in response to Gatorade's popular Propel. Option is a "low Calorie sports drink" that is colorless and sweetened with high fructose corn syrup, sucralose, and acesulfame potassium, to provide sugar-conscious consumers with another rehydration "option".

 Ashutosh

Introducing Red Bull Energy Drink

Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 165 countries and more than 35 billion cans of Red Bull have been consumed so far. The company’s face value is to selling energy among young and sports people to provide energy to make more concentration towards their work.

Red bull energy drink is a functional beverage. Thanks to a unique combination of high quality ingredients Red Bull Energy drink Vitalizes body and mind. Numerous scientific studies on the product and the individual ingredients prove that Red Bull Energy Drink:

- Increases performance

- Increases concentration and reaction speed

- Improves vigilance

- Stimulates metabolism

- Makes you feel more energetic and thus improves your overall well-being

Red Bull was one of the first functional beverages and the very first Energy Drink on the market. For more than 23 years, Red Bull has been giving wings to people across the globe who wants to be physically and mentally fit. Red Bull becomes part of their life: during study sessions, intense work days and late nights out, while on the road, and playing sports or video games. In short, Red Bull vitalizes body and mind in virtually any situation of our daily life.

Ashutosh