In the early 1990s, Red Bull not only created a new product, but also a whole new category of beverage. And in doing so, they changed the way we think about marketing and branding.
The Austrian company developed a new type of drink – an energy drink – that was designed to give you a boost of energy and keep you going for hours. It was something completely new and different, and they had to find a way to convince people to try it.
So they turned to some pretty out-there marketing tactics to get people’s attention.
1. They gave away free cans of Red Bull
The first thing Red Bull did was give away free cans of their energy drink. They handed them out at clubs, festivals, and other events where people were likely to be tired and in need of a pick-me-up.
It was a simple but effective way to get people to try their product. And once they’d tasted it, most people were hooked.
2. They Sponsored Extreme Sports Athletes
Red Bull has always been associated with extreme sports. They sponsor some of the world’s top athletes in disciplines like base jumping, wingsuit flying, and freestyle motocross.
It’s an ingenious marketing strategy because it not only gets their product in front of a huge audience, but it also creates an association between Red Bull and excitement, adventure, and thrill-seeking.
3. They Produced their own Content
Red Bull is one of the few companies that produce their own content rather than relying on traditional advertising channels like television or radio. Their website is full of articles, videos, and podcasts about extreme sports, music festivals, and other topics that fit with their brand image.
They’ve also produced some iconic advertising campaigns like the “Red Bull gives you wiiings” TV spot which aired in 2001. But perhaps their most impressive feat is Red Bull TV – a streaming service that offers live events and original programming produced by Red Bull Media House.
