Red Bull Advertising Analysis

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Dietrich Mateschitz, the creator and founder of Red Bull was told by skeptics that his beverage was not going to be successful, because at the time when he started his business the product he was trying to sell was not in demand. He was mainly just trying to target one demographic which were males 18-36 years of age, college students, and those who needed a little extra push in their day. (Pangarkar, 2013) Marketing and advertising came easily to Mateschitz, this is because he believes that those who have a clear mind and bright eyes are more likely to come up with a creative strategy to promote their products.
Red Bull uses many different ways to advertise and sell its products. One strategy that Red Bull uses comes from its famous slogan,
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For example, one of Red Bull’s ads states that “Red Bull’s effects are recognized throughout the world by a variety of people such as top athletes, busy professionals, college students and travelers on long journeys” (Red Bull Gives You Wings, 2018) In this advertisement, Red Bull uses association and bandwagon strategies by stating that athletes, professionals, college students and travelers all use its product. This may catch a reader’s attention because it highlights categories of people that are well known and liked by others. For instance, just the word “athletes” can paint a mental image of someone who is famous, successful and admired. This can also be considered a band wagon strategy because athletes are often connected to a poplar trending team, sport or organization that a large community follows. These advertising strategies like these ones focus of the popularity or a word or phrase to catch the attention of buyers and gain profit. Every business has their own way of marketing and promoting their products.
Red Bull is also known for wanting to be known from word of mouth, this marketing method is called “buzz marketing.” (Pangarkar, 2013) When Red Bull originally came out with the slogan “Red Bull gives you wings” it attached to the brand instantly for those seeking high risk adventures in the world of aviation, which includes free-fall parachuting, and other “flying”

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