Capitalizing on Low Cal Demands Edit
Red Bull Sugarfree TV Spot

Red Bull originated in Thailand but after being tweaked to satisfy Austrian palettes, quickly became the world’s most famous energy drink. In 2003 they launched a Sugarfree which become wildly popular; today, nearly one in five cans sold are the artificially sweetened variety.

Red Bull has launched a new TV spot to capitalize on the eight calorie per can variety. It’s not available yet online, but another recent ad can be seen above.

“We’re very fortunate, our product does something. It’s an energy drink and it works,” UK Managing Director, Nigel Trood told U Talk Marketing. “On the back of that we’ve attempted to build a brand experience that consumers associate as something positive and leaves them with a good memory.”

“It’s also seen as an inspirational product, a silver can that people like to be seen drinking with associations of a ‘cool’ and premium drink.”

Each year Red Bull does market research with one million consumers. Believe it or not, their main target group is 14 to 19 year olds! It might sound a little young to be consuming large amounts of caffeine, but it all boils down to sales, and these are the kids who want to buy.

Red Bull has realized people want the same energy, but don’t want the calories, a consumer fact they wants bar owners to become more aware of. So how long before we see an ad building off the popularity of the Jaegerbomb?

The best advertisement they can get though is probably the celebrity endorsement they get, as illustrated by the gallery.

Check out some more Red Bull marketing:

Energetic Brand Interaction - Red Bull Tall Story Contest (VIDEO)

Red Bull, one of the world’s most advertised brands, has launched their most recent campaign, a competition getting consumers to directly engage with the brand. The Red Bull Tall Story Contest is an interactive UK campaign that offers users the “Chance to change British history or tradition” throu… [More]

Artvertising - Red Bull Art of Can Exhibit (GALLERY)

I wasn’t sure if I should go with mArtketing or Artvertising, but this clever campaign from Red Bull involves branded cans transformed into artistic sculptures. The designs are incredible, the aluminum bent with precision to form elaborate figurines like the dragon, crocodile, rose, snowboarder and … [More]

Red Bull Music Academy - Inspiration Community for Professional and Emerging Musicians (VIDEO)

With presence in many countries of the world, Red Bull invites DJs, musicians, producers, MCs and music lovers to their Red Bull Music Academies.  Through the academies, Red Bull creates a space for sharing ideas, musical knowledge, explore tips in the business and activities on music.  The academie… [More]

Red Bull’s Savvy Stealth Marketing

Red Bull’s unconventional marketing efforts single-handedly turned a foul-tasting energy drink into a huge global business, created an entirely new category of beverage (the foul-tasting energy drink) and earned the company a place in the marketing halls of fame as a “miracle brand.” So writes Alex … [More]