How Red Bull Takes Content Marketing to the Extreme, Essay Example

The product that I would like to know more about is the energy drink Red Bull. I have always been a fan of this product for many reasons. Not only do I enjoy the taste and mental stimulation from the product, but I have always been intrigued by their advertisement strategies. However, I do not exactly know everything there is to know about the actual product. I am simply a consumer who buys in to their marketing communications strategies. (Staff, 2015) Over the past few decades, marketing trends in the globe have undertaken great transformations. This has resulted from increased competition, which has resulted from the use of modern technology. In the evaluation of changes in marketing trends a case of Red Bull products is undertaken to determine various aspects that determine its success in the global market. (Staff, 2015) As an advisor, I would strongly be in favor of consumers purchasing this product for various reasons under the primary claims that this product promotes mental alertness, energy stimulation, as well as cognitive enhancement. These claims are implicit through commercial advertisements and explicit through the ingredients disclosures made by the company.

I never really knew what I was actually drinking in a can of Red Bull until I started to conduct my own research. Of course I always thought the drink was tasteful and enjoyable, but did not pay very much attention to the actual ingredients. I know that Red Bull is a stimulant drink which is why I drink it on a regular basis. It helps me to focus on my every day activities and provides the boost of energy that I need to finish my tasks. It would be very hard for me to concentrate if I did not drink Red Bull. Most of my friends always tell me not to drink too much of it because there is mixed controversy about the drink being linked to heart failure and high blood pressure. I have always heard about Red Bull being linked to such medical related problems and I just assumed it was due to the high caffeine content which is similar to that of coffee. Although the FDA does not support the claims of Red Bull enhancing mental focus and cognitive activity, the contents of the drink are approved for sale to the general public. Red Bull Company avails a number of products for consumption in its niche. These products include red bull energy drink, red bull sugarless drink, red bull zero calories, and red bull editions. These products are consumed during various events since they contain different components. First, the red bull energy drink is consumed during events such as lectures, sporting events, and playing games is because this product contains Caffeine, group-B Vitamins, Sucrose, Taurine and water from Alpine Spring which play an important role in revitalizing the body during tiresome activities. Secondly, red bull sugar free is recommended for individuals who are cautious on the consumption of various sugary products. This product contains substances that are similar the red bull energy but without sugar.

Thirdly, the red bull zero calories is a product that is devoid of any sugars hence it serves as a suitable option for diabetic consumers. This product is suitable when undertaking less strenuous activities such as having walks in a park. Fourthly, the company offers red bull editions to its consumers. Red bull edition is a name that represents three products offered by this company. These products include the silver edition, the blue edition and the red edition. The silver edition is characterized by refreshing lime taste, which vitalizes the body and mind thus enhancing the performance of the consumers. Secondly, the red bull red edition is characterized by high quality ingredients and a distinctive cranberry taste. This product is suitable for consumption during sporting and party occasions by young individuals.

Red-bull Company undertakes its modernized marketing campaign with an aim of achieving various marketing goals and objectives. There is a strong emotional appeal connected to Red Bull’s marketing campaign. Most of their commercials have an emotional sense of inspiration and ambition conveyed through that of professional athletes. The marketing campaign appears to explicitly advertise that drinking Red Bull can provide the energy and focus to be just as ambitious as the professional athletes that advertise the product. These objectives mainly include developing customer loyalty, attracting new patrons, and promoting global sports. This it has managed to undertake using   ‘buzz marketing’ trends, which has associated the company’s products   with the youthful culture and extreme sporting adventure. This has resulted to an increase in sporting sponsorships in games such as motor sports, mountain biking, and music parties. In addition, the company has undertaken to adopt   nicknames for the company’s products thus enhancing consumer loyalty. For instance the company has undertaken brand names such as liquid cocaine thus increasing consumer loyalty, promoting global sports and attracting more patrons to its marketing share. (Staff, 2015)

The company’s market segmentation strategy targets individuals in the Y-generation, which the company believes are cynical of traditional marketing techniques. This strategy has been implemented by the government through involvement of young brand managers, who have successfully managed to promote Red Bull within learning institution. The use of such a viral marketing strategy indicates that a large group of young people are attracted by the companies underground marketing strategies in which several companies sponsored dance parties are organized and funded by the company. (O’Brien, 2012) Additionally, the company indicates that it has employed various target group strategies with an aim of attracting the generation Y consumers. These strategies include sponsoring global sporting events such as mountain climbing and motor sports, sponsoring milestone events in the scientific field, mobile displays such as branded pick-up trucks, eye-catching banners placed at strategic positions, and creating subsidized parties for young patrons. (O’Brien, 2012) However, there has been evidence of fallacies in Red Bull’s ads. Despite their interpretations of the product giving consumers an energy enhanced edge, Red Bull comes with side effects such as weight gain, chronic conditions, and insomnia according to Live Strong. The primary cause of these side effects is traced to the high caffeine content found in the product. According to Live Strong, excessive amounts of caffeine can actually be unfavorable to one’s health. Appendix A shows how excessive caffeine can affect one’s biological systems. (Stein, 2015)

The language used in their advertisements is strongly geared towards the younger generation of consumers. Their message about the product is persuasive in such a way that they imply that drinking Red Bull will provide the energy for success in life. The doubtful claims associated with their advertisements might include the fact that simply drinking their product will not provide instant success and it is merely a beverage cooked to stimulate a temporary energy boost. Red Bull is well known for advertising through very risky behavior and stunts performed by athletes such as sky diving, cliff diving, and racing. Another company known for such advertisements is the GoPro Company. This risky behavior is used to influence people to buy the product in hopes that their lives will be more thrilling. This is demonstrated in their motto “Red Bull Gives you Wings” as noted in their many advertisements. Red Bull should draw the line when people start to attempt such stunts on their own without any professional training or supervision. This can lead to serious injuries or fatalities. (Ratcliff, 2014)

Red Bulls marketing communications strategies through their use of various media platforms has proven to be persuasive by their success in business. Like any other product, there will be the risk of compromises in the marketing strategy as well as the actual product, but based on my research and what I know, I would endorse this product. However, assuming I had a say in the marketing communications strategy, I would provide more disclosures to consumers concerning the high caffeine content such as “please drink energy drinks responsibly”.

References

O’Brien, J. (2012). How Red Bull Takes Content Marketing to the Extreme. Retrieved from Marshable: http://mashable.com/2012/12/19/red-bull-content-marketing/

Ratcliff, C. (2014). Red Bull vs GoPro: taking content marketing to the extreme. Retrieved from Econsultancy: https://econsultancy.com/blog/65416-red-bull-vs-gopro-taking-content-marketing-to-the-extreme/

Staff. (2015). Top Selling Energy Drink Brands. Retrieved from Caffine Informer: http://www.caffeineinformer.com/the-15-top-energy-drink-brands

Stein, N. (2015, April). Side Effects of Red Bull. Retrieved from Live Strong: http://www.livestrong.com/article/288122-side-effects-of-red-bull-energy-drink/