red bull - proyectos de mercadeo - pontificia universidad javeriana

From energy drink to lifestyle iconBy Mauricio Romero, Juan Sanchez & David Romero

From energy drink to lifestyle iconBy Mauricio Romero, Juan Sanchez & David Romero

Created in 1987, Red Bull was originally concieved as an

energy drink brand.

Inspired by a similar product from �ailand, Red Bull’s

founder - Dietrich Mateschitz- modified it’s ingridients in order

to make it more suitable for the european market.

�e AthleteIt is usually a person who

takes their sport very serious, making them want to get the

best out of their body. �erefore you could say that

Red Bull is part of their diet and sport life. �ey consider Red Bull as a very good and

easy way to improve their endurance or speed.

�e WorkerFrom the executive manager, to the street worker. Anyone who has an active job and wants to get pushed up and would rather have a Red Bull than coffee.

�e Clubber�is category is fairly new, in recent years the company’s market research team found out that Red Bull was largely used as a mixer with alcohol. Nowadays, 34% of Red Bull’s revenue is based on this segment, driven by this premise. �is segment consist of active, pop-culture driven people. Music is a central element in the life of these individuals.

From energy drink to lifestyle icon�ank you

�e Branding Elements...

�e color palette is compossed of

energic colors, such as variations

of red a yellow

�e color palette is compossed of

energic colors, such as variations

of red a yellow

Futura-based Typeface, called Futura SH, with demi-bold font.It’s a sans-serif typeface with a strong font that communicates youthness, power and energy.

�e color palette is compossed of

energic colors, such as variations

of red a yellow

Aside from representing the main active component of the recipe (Taurine), the bull evokes strenght, energy and high activity.

Futura-based Typeface, called Futura SH, with demi-bold font.It’s a sans-serif typeface with a strong font that communicates youthness, power and energy.

�e color palette is compossed of

energic colors, such as variations

of red a yellow

�e brand’s motto or slogan has a clear objective, which is to communicate that you’ll be able of pushing your physicall and mental limits if you

consume the product.

Aside from representing the main active component of the recipe (Taurine), the bull evokes strenght, energy and high activity.

Futura-based Typeface, called Futura SH, with demi-bold font.It’s a sans-serif typeface with a strong font that communicates youthness, power and energy.

Initial approach to the marketing strategy

BTL advertising pieces:

- On-site and Off-site Activations- POP Material- Merchandising

Initial approach to the marketing strategy

BTL advertising pieces:

- On-site and Off-site Activations- POP Material- Merchandising

ATL advertising pieces:

- TV Commercials- Radio Ads- Print Media

Initial approach to the marketing strategy

BTL advertising pieces:

- On-site and Off-site Activations- POP Material- Merchandising

ATL advertising pieces:

- TV Commercials- Radio Ads- Printed Ads

Digital Marketing:

- Web Pages- Mobile apps & Games- Social Media

But at some point, they realized the could represent much more than just an energy drink brand, they

could represent a lifestyle...

And thus, the strategy pivoted.

�e brand went from an Advertising Pieces-Centered strategy, to a Hub Creation

strategy, based on two main pillars:

Supporting mainly alternative sports, such as BMX, Skateboarding, Surf, Racing and more, Red Bull is involved in activities like:

Supporting mainly alternative sports, such as BMX, Skateboarding, Surf, Racing and more, Red Bull is involved in activities like:

Event Sponsorships

Supporting mainly alternative sports, such as BMX, Skateboarding, Surf, Racing and more, Red Bull is involved in activities like:

Event Sponsorships Event Organization

Supporting mainly alternative sports, such as BMX, Skateboarding, Surf, Racing and more, Red Bull is involved in activities like:

Event Sponsorships Event Organization Event Coverage

Supporting mainly alternative sports, such as BMX, Skateboarding, Surf, Racing and more, Red Bull is involved in activities like:

Event Sponsorships Event Organization Event Coverage

Sport Teams Ownership

Supporting mainly alternative sports, such as BMX, Skateboarding, Surf, Racing and more, Red Bull is involved in activities like:

Event Sponsorships Event Organization Event Coverage

Sport Teams Ownership Athletes Endorsement

In addition to the activities that support the Sports Hub (event sponsorship, organization and coverage), Red Bull has engaged three new tactics to create the Music Hub:

In addition to the activities that support the Sports Hub (event sponsorship, organization and coverage), Red Bull has engaged three new tactics to create the Music Hub:

Red Bull Studios

In addition to the activities that support the Sports Hub (event sponsorship, organization and coverage), Red Bull has engaged three new tactics to create the Music Hub:

Red Bull Records

Red Bull Studios

In addition to the activities that support the Sports Hub (event sponsorship, organization and coverage), Red Bull has engaged three new tactics to create the Music Hub:

Red Bull Records

Red Bull StudiosRed Bull Music Academ

y

From energy drink to lifestyle icon�ank you