Amelia's Marvelous Marketing Blog

At the beginning of the week I got a message from a friend in South Africa who had been studying in the library until 10 pm. On their way out they came across a band of lively, loud Red Bull promotors who were handing out free samples of the new Red Bull product line, the ‘Red Bull Energy Shot” to all students entering the building to study. The shot is being advertised as perfect for when you need a portable pick-me-up in a sip such as before a workout, in the middle of a meeting or while on the road.  It is only 2 ounces and so can be swallowed in one gulp but contains the same functional ingredients as its larger sibling. A smart promotion I think. What better way to reach its target market but to advertise where energy and motivation are so in demand, and where there are so many of the correct target market in one place at the same time?

This is not the first time that I have been impressed with the Red Bull marketing campaign (although the ethics of this and some other promotions are often slightly suspect). They employ a marketing strategy that seems to follow an idea that the more apparent the brand is the better. At almost every concert, club, university activity, and sometimes even private parties there seems to be at least one beautiful person handing out free Red Bulls. These promotors are always friendly, pretty and very enthusiastic about their product. I had a friend who used to work for them as a promo girl and they gave her a Mini Cooper that was branded in Red Bull images and colours while she was employed by the company. Another smart promotional idea I think. When people see the car driving around, they see the beautiful girl who truly loves the company (who loaned her a great car) having fun. This, although a more subtle technique than handing out free samples to stressed out students, creates a very strong base of aspiration in many of its target consumers. They want to be like the girl diving the Mini, or the guy driving the Red Bull jeep.

Although Red Bull advertising often verges on the aggressive, I certainly feel that they have created one of the strongest brand images of today. So cheers to another long night of studying, I sure will have my shot of Red Bull handy next time I know its going to be an all-nighter!