red bull - proyectos de mercadeo - pontificia universidad javeriana
DESCRIPTION
Un breve Strory Telling acerca de lo que ha sido la estrategia de marketing de Red Bull a través de los años.TRANSCRIPT
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