Red bull Case Study — The Dirty Marketing Strategies

Case Study: The Extreme Red Bull Marketing Strategy Study

Red Bull’s innovative marketing strategies, including extreme sports sponsorships and exclusive events, have established it as a global leader in the energy drink market. By creating a sense of exclusivity and leveraging high-impact media, Red Bull continues to drive significant brand visibility and consumer loyalty.

Red Bull, the popular Austrian energy drink brand created and owned by the Austrian company Red Bull GmbH, has positioned itself as more than just an energy drink. It has become synonymous with extreme sports, adventure, and an active lifestyle. The brand, with its successful association with high-performance activities, has captured the attention of thrill-seeking consumers. Red Bull is probably one of the first brands that come to mind. Our Red Bull case study focuses on Red Bull’s innovative marketing strategy, extreme sports, distribution, production, and innovation. They take chances most of us would be too afraid to do. This courage helps capture the attention of a younger audience.

This article will provide you with complete information about Red Bull Bran, including its brand history, journey, sales, distributions, Red Bull Marketing Strategy Case Study, and so on. So, let’s start.

Table of contents

  • History of the Red Bull brand
  • Journey of the Red Bull Brand
  • Sales and Distribution of Red Bull
  • Red Bull Marketing Strategy Case Study
  • Sponsorship and Sales Level
  • Red Bull Racing
  • Red Bull product innovation

Red Bull Case Study: History and Journey

Dietrich Mateschitz founded the Red Bull

Dietrich Mateschitz founded the Red Bull energy drink in 1987 in Thailand. The company’s headquarters are in Austria. Red Bull, a global powerhouse, operates in 171 countries worldwide and has over 12,000 employees. In 2020, the company sold almost 8 billion cans of product. It doesn’t matter how hard its competitors (Coca-ColaPepsi ColaMonsterRockstar) compete; they can’t seem to catch Red Bull.

Red Bull Brand was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur. Mateschitz was international marketing director for Blendax, a German toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng had helped to cure his jet lag. Between 1984 and 1987, Mateschitz worked with TC Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for European audiences. At the same time, Mateschitz and Yoovidhya founded Red Bull GmbH, each investing $500,000 in savings and taking a 49% stake in the new company. They gave the remaining 2% to Yoovidhya’s son Chalerm, but it was agreed that Mateschitz would run the company.

Red Bull GmbH launched the Austrian version of Red Bull in 1987, which is carbonated and not as sweet as the original Thai recipe. The Austrian formula has taken almost half of the US market for energy drinks and up to 80% of the market in some other countries.

Red Bull Case Study: Sales and Retail Distribution

Red Bull North America, Inc. (RBNA) has given US consumers wings since 1997. Based in Santa Monica, California, RBNA operates as a subsidiary of Red Bull GmbH and is responsible for all sales and marketing activities related to Red Bull Energy Drinks across the United States and Canada. Dietrich Mateschitz founded Red Bull in the mid-1980s, inspired by functional drinks from the Far East. He created the formula for Red Bull Energy Drink and developed Red Bull’s unique marketing concept. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market, Austria. This was not only the launch of a completely new product; in fact, it was the birth of a totally new product category.

Today, Red Bull is available in 171 countries, and over 75+ billion cans have been consumed. The popular energy drink Red Bull sold 12.1 billion cans in 2023 worldwide, up from just over four billion cans in 2011. Red Bull is one of the most popular energy drinks in the United States, controlling about 39.5 per cent of the market. In 2022, Red Bull energy drinks generated sales of over 1.6 billion U.S. dollars.

Another important element of our Red Bull case study is its approach to retail distribution, which has been a key factor in its success as a global brand. The energy drink giant has developed a unique and innovative distribution strategy that has helped establish its products in markets worldwide. The company has deliberately decided to limit the number of retail outlets selling its products. They need to maintain high control over the brand image and customer experience. This approach has allowed Red Bull to create a sense of scarcity and exclusivity around its products, which has helped to increase demand and drive sales.

Red Bull Marketing Strategy Case Study

Red Bull’s global marketing strategy focuses on sponsoring extreme sports, athletes, and events at all levels, from local to global. The company creates significant awareness by participating in unique, first-ever events such as Felix Baumgartner’s parachute jump and major regular events like the Volcom Pipe Pro and the Freeride World Tour.

Red Bull has grown from a simple energy drink manufacturer to one of the most recognized brands in the world. It has become synonymous with sports, extreme performance, and victory. Red Bull is the extreme athlete of marketing, literally and figuratively. In addition to these tactics, Red Bull utilizes more traditional marketing practices and channels such as TV commercials and social media. The company has millions of followers across its FacebookInstagramTwitterLinkedIn, and YouTube accounts. Red Bull runs ads across all these channels, aiming to reach its target audience wherever they go.

Besides this, at the beginning of the Red Bull brand, the empty cans were thrown into the dustbin, which made customers curious about Red Bull and think that we also needed to try it. After this procedure, Red Bull sold approximately 500,000,000 cans in one year.

red bull revenue chart by years
Here is a bar chart illustrating Red Bull’s revenue by year, showing consistent growth in their revenue over the past decade. This visual representation highlights the company’s successful expansion and increasing market presence.

Red Bull Revenue by Year

  • 2011: $5.3 billion
  • 2012: $5.9 billion
  • 2013: $6.2 billion
  • 2014: $6.6 billion
  • 2015: $7.1 billion
  • 2016: $7.4 billion
  • 2017: $7.9 billion
  • 2018: $8.2 billion
  • 2019: $8.6 billion
  • 2020: $9.0 billion
  • 2021: $9.8 billion
  • 2022: $10.4 billion
  • 2023: $11.3 billion

This data shows the steady increase in Red Bull’s revenue over the years, highlighting its growth and market dominance.

Red Bull Revenue by Country

This bar chart and the accompanying data points illustrate Red Bull’s revenue distribution across various countries, with the United States leading the market.
This bar chart and the accompanying data points illustrate Red Bull’s revenue distribution across various countries, with the United States leading the market.
  • United States: $3.1 billion
  • Germany: $1.9 billion
  • United Kingdom: $1.3 billion
  • Japan: $1.0 billion
  • France: $0.8 billion
  • Australia: $0.7 billion
  • Brazil: $0.6 billion
  • Russia: $0.5 billion
  • Spain: $0.4 billion
  • Italy: $0.3 billion

This bar chart and the accompanying data points illustrate Red Bull’s revenue distribution across various countries, with the United States leading the market.

Red Bull Tricky Marketing Strategies and Their Outcomes

Sponsoring Extreme Sports and Events

  • Strategy: Red Bull sponsors extreme sports, athletes, and unique events like Felix Baumgartner’s space jump and the Red Bull Air Race.
  • Outcome: This creates massive brand visibility and positions Red Bull as an adventurous, high-energy brand. It also generates significant media coverage and social media buzz.

Creating Exclusive Events

  • Strategy: Hosting exclusive events like the Red Bull Music Academy and Red Bull Cliff Diving World Series.
  • Outcome: These events build a loyal community and enhance brand loyalty among niche audiences, fostering a strong, engaged fan base.

Limited Retail Distribution

  • Strategy: Red Bull limits the number of retail outlets selling its products to maintain a high level of control over brand image and customer experience.
  • Outcome: This creates a sense of scarcity and exclusivity, increasing demand and driving higher sales.

Guerrilla Marketing Tactics

  • Strategy: Early in the brand’s history, empty Red Bull cans were strategically placed in trendy locations and trash bins to create curiosity.
  • Outcome: This generated significant word-of-mouth buzz and intrigue, leading to a rapid increase in trial and sales.

Content Marketing and Owned Media

  • Strategy: Red Bull produces high-quality content through its Red Bull Media House, including documentaries, magazines, and digital media.
  • Outcome: This positions Red Bull not just as an energy drink company but as a leading media brand, further solidifying its brand presence and creating additional revenue streams.

Innovative Social Media Campaigns

  • Strategy: Red Bull leverages social media platforms to share engaging content, run contests, and interact with followers.
  • Outcome: With millions of followers across platforms, this strategy ensures high engagement rates, viral content, and sustained brand visibility.

Product Placement and Sponsorships

  • Strategy: Red Bull places its products in movies, TV shows, and video games, and sponsors popular esports teams.
  • Outcome: This ensures the brand is seen by a wide audience, integrating it seamlessly into various entertainment forms, and appealing to younger demographics.

These strategies have collectively helped Red Bull to become a market leader in the energy drink sector, achieving strong brand recognition and substantial sales growth worldwide.

How Red Bull Drives Sales

Red Bull employs a multifaceted approach to drive sales, leveraging unique marketing strategies, sponsorships, product innovation, and strategic partnerships. Here are some of the key methods Red Bull uses to boost its sales:

Infographic detailing how Red Bull drives sales, highlighting key strategies such as sponsorship of extreme sports, innovative marketing campaigns, social media engagement, strategic partnerships, product innovation, and limited distribution strategy.

Red Bull Case Study: Sponsorship and Sales Level

Global brand Red Bull has used sponsorship activation, branded content, and endorsements to build a unique brand that is taking over the sporting industry. Since the popular energy drink provider Red Bull became known within the sports industry, its sponsorship deals have spread more and across more traditional sports. Not only have they merely advertised across a range of sports, but they’ve also become deeply involved in their various sports. Their sponsorship marketing strategy is unrivalled to all and has potentially changed the way many multinational companies sponsor teams.

Red Bull’s sponsorship activation techniques started in 1989 with a one-year shirt sponsorship deal for an Austrian football team. Since then, they have sponsored various sporting athletes and teams, enabling the sporting world to be subjective to the iconic image of two Red Bulls butting heads. Red Bull also uses music and video games for marketing purposes and has brought in celebrities like Eminem (through its support of the Red Bull “EmSee Battle Rap championships”). The international marketing activities of Red Bull are aimed primarily at young people who are attracted to and like extreme sports. The range of extreme sports targeted is very broad and includes:

  • Mountain biking
  • Motocross
  • Surfing
  • Snowboarding
  • Skateboarding
  • Kayaking
  • Wakeboarding
  • Cliff jumping
  • Ice skating
  • Freestyle Motocross
  • Rallying
  • Formula 1
  • Break dancing.

Red Bull Case Study: Red Bull Racing

Wait !! Without talking about Red Bull Racing, the Red Bull case study will not be complete. Red Bull’s involvement in auto racing has driven the company’s success and iconic status. The energy drink giant has significantly impacted the world of motorsports with its Formula One team and various other racing partnerships. Red Bull’s involvement in auto racing began in the early 2000s when it first entered the Formula One circuit.

The company formed its team, Red Bull Racing, in 2005. Importantly, the team quickly rose to prominence, winning its first race in 2009. Since then, they have become one of the most successful teams in Formula One. They have multiple championships and a reputation for pushing the limits and taking risks.

Max Verstappen is the lead racer for Red Bull Racing and has won the Drivers title for Formula 1 in 2021 and 2022. With 400 million viewers, Formula 1 is an amazing advertising vehicle for the brand.

Red Bull product innovation

The major element of the Red Bull case study is its focus on functionality, which is a key element of its approach to product innovation. The company is always looking for ways to improve the performance-enhancing properties of its products and has invested heavily in research and development to achieve this goal. This approach has led to the development of new ingredients and formulations that deliver enhanced performance benefits, such as improved concentration and endurance.

The company has developed various flavours and variations on its classic energy drink formula to appeal to a broader range of consumers and keep its products fresh and exciting. This approach has helped to establish a brand that is always at the forefront of trends in the beverage industry and has helped to maintain its position as a market leader. Red Bull has also been innovative in its approach to packaging and branding.

The company has developed a distinctive and iconic can design that has become synonymous with its brand and experimented with different packaging formats. Larger bottles and cans are designed for sharing. These innovations have helped to create a strong brand identity for Red Bull and have contributed to the brand’s success worldwide.

Red Bull And Gopro Partnership Case Study

Red Bull’s global scale and execution are something to be admired. This partnership is very strategic for GoPro,” said Nicholas Woodman, founder and CEO of GoPro. Let’s dive into Red Bull and GoPro partnership case study. GoPro and Red Bull have formalised their close working bond, signing a multi-year global partnership that will span content production distribution, cross-promotion, and product innovation.

In addition to giving GoPro access to over 1800 Red Bull events in more than 100 countries, the deal will also see Red Bull take an equity stake in the action camera brand’s business. Similarly, GoPro will now be Red Bull’s exclusive provider of point-of-view imaging technology for capturing immersive moments from the energy drink’s events. Red Bull and GoPro entered into a strategic partnership in 2016.

The equity form of the alliance is also involved in the partnership where Red Bull received the equity in GoPro. GoPro became an exclusive partner that provided point-of-view imaging technology for capturing Red Bull’s media production and events. Both brands convey a sense of adventure and spontaneity, creating a perfect duo for adventurers and travellers carrying cameras to capture moments.

Advantages of Red Bull And Gopro Partnership Case Study

  • GoPro has access to more than 1800 Red Bull events across 100 countries. The companies share the access rights to content co-production, and related content is distributed across both companies’ business channels, including all GoPro Channel and Red Bull TV, etc.
  • Have a collective ownership, which is giving a shared authority and sense of responsibility.
  • Diverse perspectives while providing the solution, as two brains are better than one, so the suggestions can be thoroughly analyzed and implemented.

Disadvantages of Red Bull And Gopro Partnership Case Study

  • As Red Bull is already using GoPro technology for filming, it does not seem that It will gain anything from this alliance.
  • The puzzlement in Leadership can occur as everyone systematically keeps their points on board.
  • Decision-making problems would arise as there would be a lot of voices and views on the table; due to this, the decision-making process can be slow.

Red Bull’s Packaging Innovations

Red Bull has consistently pushed the boundaries with its packaging innovations, contributing significantly to its global brand identity and market success.

Iconic Can Design

Red Bull’s distinctive 8.4-ounce slim can design has become synonymous with the brand. The sleek and modern look sets it apart from traditional soda cans and aligns with the brand’s energetic and premium image. The can’s design, featuring bold blue and silver colors with the iconic red bull logo, is easily recognizable and has played a crucial role in establishing brand identity.

Larger Bottles and Cans

To cater to different consumer needs and occasions, Red Bull introduced larger bottles and cans. These formats are designed for sharing and provide more options for consumers who want more than the standard can size. This innovation helps expand the product’s reach to various consumption scenarios, such as parties and group activities, further embedding the brand into social settings. Read about Red Bull’s packaging innovations.

Special Editions and Seasonal Flavors

Red Bull frequently releases special edition cans and seasonal flavors, each with unique packaging designs. These limited-time offerings create excitement and buzz around the brand, encouraging consumers to try new products and collect different can designs. This strategy not only drives sales but also keeps the brand fresh and relevant in a highly competitive market. Check out Red Bull’s special editions.

Eco-Friendly Packaging

In response to increasing consumer awareness about environmental sustainability, Red Bull has taken steps to make its packaging more eco-friendly. The company has committed to reducing its carbon footprint by using lighter aluminum cans and increasing the recyclability of its packaging. This move not only benefits the environment but also resonates with eco-conscious consumers, enhancing Red Bull’s brand image as a responsible company.

Collaboration with Artists and Designers

Red Bull has collaborated with various artists and designers to create unique, limited-edition can designs. These collaborations celebrate cultural events, sports achievements, and artistic expressions, turning the cans into collector’s items. Such partnerships enhance brand prestige and connect with diverse consumer interests, from art enthusiasts to sports fans.

Functional Packaging Innovations

Red Bull has also explored functional packaging innovations to improve convenience for consumers. For instance, resealable cans have been introduced to allow consumers to enjoy the beverage at their own pace without losing carbonation. Such practical features cater to modern, on-the-go lifestyles and add value to the product.

These packaging innovations by Red Bull demonstrate the company’s commitment to maintaining its brand’s cutting-edge image while meeting consumer needs and preferences. By continuously evolving its packaging, Red Bull ensures that it stays ahead in the competitive energy drink market and keeps its brand identity strong and recognizable.


The world’s leading brand, Red Bull, is many people’s favourite. In this article, we have read about the Red Bull case study, the Red Bull marketing strategy case study, the Red Bull and GoPro partnership case study, the Red Bull marketing case study, sales and distributions, etc. I hope that by reading this article, you have gotten almost all the information about Red Bull. The brand’s ability to connect with consumers emotionally, foster community engagement, and consistently deliver adrenaline-fueled content has contributed to its remarkable success in the competitive energy drink market.

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