History of Red Bull, an Energy Drink Essay - 2276 Words

Red Bull Energy Drink I. RED BULL’S HISTORY. Corporate legend has it that in the early 1980s, while traveling to Asia on business, Austrian Dietrich Mateschiz came across some very popular â€Å"energy drinks†. With his (self-describe) â€Å"uncanny instinct for successful product innovations†, he schlepped a small sample of energy beverages back to Europe along with a big idea. Then with a clear vision and a lot of scientific know-how, Dietrich (and what was surely several unnamed food scientists) gave birth to the Red Bull Energy Drink. In 1997, Red Bull sold one million cans, helped no doubt by its introduction to US consumers after a decade on European shelves. In 1998, Red Bull sales mutated to over 300 million cans and†¦show more content†¦It is a short phrase that communicates descriptive information about the brand. This slogan is making strong links between the brand and the corresponding product category, so it’s creating a strong brand awareness to the product. This slogan is used in all Red Bull campaigns, through the world, but in different languages. 4. Jingles: The jingle is here the slogan said in a musical tone. And it is: â€Å"Red Bull gives you wiiiiiiiiiiiiiiiiiiiiinnnnnnnngs†. When asked why did they choose the slogan as jingle : â€Å" we stress on the benefits of our product.† 5. Character: it’s character is called Witty Bull. It is an animated character that represents a red color bull. It is used in most of Red Bull events. 6. Packaging: Red Bull has created a can that is practical to use. The colors are silver and navy blue divided in a very creative way, and in the middle we have the brand name, the logo, and the function (energy drink). This bottle can identify the brand, convey descriptive information, facilitate product transportation and protection, assist at-home storage and aid product consumption. The size and shape are made to satisfy mostly athletic people. All of Red Bull brand elements are highly protected by a lot of laws. To protect it’s brand name, Red Bull has paid a lot of money so that no other company could use similar name or package. The logo, slogan, jingle and character can not be imitated. As for the packaging the colors,Show MoreRelatedDirect Marketing with Red Bull!1369 Words   |  6 PagesIntroduction How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and the company and products should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time.At the height of early mornings and late nights, Red Bull energy drink became the fuel of choice for people from all walks of life. 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