Scott Wasden's Blog

Companies often partake in brand extensions or other branding strategies in order to revitalize or further strengthen their brand identity. One company in particular that comes to mind in having some success in extending its brand is Redbull.

This Austrian energy drink has positioned itself as a leader in the energy drink industry with its widely known slogan, “it gives you wings”.  Targeted to those looking for a quick pick-me-up red bull is an alternative to coffee and other carbonated beverages such as soda.  Their brand awareness has been strengthened with its intensive and sponsorship strategies.  Sporting teams have been a major target and a way to promote their brand with sponsorships in professional hockey, soccer and most notably extreme sporting events such as the x-games.

Other companies have also made sports a major target in extending their brand; some of these being deemed successful and others not.  Bell for instance has joined forces with the Vancouver Whitecaps.  This week the Whitecaps are set to play their first game of inaugural season as a professional MLS team.  In order to promote this moment in history the Whitecaps have launched an aggressive marketing push to raise awareness amongst the greater Vancouver area.  However one add has been flagged in the past few days by many to very provocative as it features a women being painted with the jersey. With Bell being the major sponsor of the Caps this has negatively affected them with many questioning their cultural values and brand intensions.  When a firm under takes sponsorship opportunities they must heavily consider the outcomes especially when they drastically differ in this case.  This is by no means a loss for either party, as only time will be a true indicator of the results, but could potentially hamper Bells brand identity.

Here is a look at the controversial add, your comments about the add and its affects are welcomed…

https://www.youtube.com/watch?v=fEKhV5c0MAE