Red Bull Energy Drink Takes The World
Some observers say that Red Bull's branding is revolutionary, calling it an 'anti-brand' strategy. The company faced additional problems in Pakistan where there were already many established drinks available.The firm avoided usual methods of marketing, relying more on what is called 'buzz marketing' or word-of-mouth. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports, such as motor sports, mountain biking, snowboarding and dance music parties. In other countries Red Bull's target consumer segment began to adopt nicknames for the product such as 'liquid cocaine' or 'speed in a can', thus spreading its 'left-field' appeal.
Article from: TRCB.com
http://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htm
Image from:
http://www.redbullusa.com/cs/Satellite/en_US/Products/Red-Bull-Energy-Shots-021242756825419?p=1242746208542
http://www.youtube.com/watch?v=8x9iYweART4
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