When someone mentions ‘Red Bull‘, you may immediately think of the ever-so-catchy slogan ‘Red Bull gives you wings!’ The real force behind Red Bull’s success is its ongoing public relations campaign, and it is a beast of many faces (in a good way, of course). From the annual break dancing competition Red Bull BC One, to the recent daredevil stunt Red Bull Stratos, not to mention the first ever World Wingsuit League Championships, Red Bull has its name printed on nearly every extreme/action sport around the world. With a great message, great planning, and spot-on execution, Red Bull has organized most of these events and sponsored thousands of athletes to establish itself as a synonym of adrenaline and extreme action sports. While many of these sports are beyond the comprehensions of the average joe, Red Bull wants to give you give a taste of the unreachable, of what most would perceive as superhuman feats, and that taste is the taste of Red Bull. Through its aggressive PR stunts, Red Bull has added tremendous value to to its brand and its product – the Red Bull energy drink (yes, in case you didn’t know, I have been talking about a energy drink company all along). Drinking Red Bull is no longer just a jolt of caffeine on the longest day of your life, but an exclusive membership to community of ‘superhuman’ athletes. It has allowed Red Bull to price its product above the market average while retaining the highest market share. More importantly, it is bringing the seemingly impossible ‘Gives You Wings’ advertising campaign that much closer to reality.

If you’re still not convinced, watching this video and tell me you don’t want of taste of the excitement – the taste of Red Bull: