Introduction

The success of Red Bull may be attributed to Europe. Through the adoption of a striking logo featuring two opposing bulls and a distinctive tagline, “Red Bull gives you wings,” they built a strong brand reputation. Through innovative marketing and sponsorship, it has allied itself with extreme sports, contemporary music, and art which are all largely geared toward the younger generation. Despite the Food and Drug Administration (FDA)’s (which refused to authorize it for sale) criticism, it became popular among snowboarders and clubbers.

Even when it was permitted to be sold, buyers backed this anti-establishment stance. It quickly grew to include the American market as well as nearby countries. The product was promoted in hip clubs and bars, and DJs, who were held in high respect by the younger target demographic, were employed to provide legitimacy to the campaign.

The so-called distributors of Red Bull made advantage of their local expertise to spread the word about the company and its products. Red Bull will have sold more than 7.9 billion cans in more than 171 nations by the year 2020. The company has so far had great success, with both sales growth and corporate value significantly increasing year over year.