Red Bull are one of the best brands in the world. I am aware that is a very bold statement in which to start a blog post but please allow me to continue. I would argue that they, for a long time now haven’t been a drinks brand. They are a lifestyle.
Red Bull have fingers in an extraordinary amount of high-energy pies. Any sport that has an element of extremeness tends to have an element of Red Bull.
They have their own football team, their own Ice Hockey Team, two Formula One teams, A Nascar team, they also sponsor a host of sportsmen and sportswomen from snowboarders to American Football players, from downhill mountain bikers to all-round all-sporting legend Travis Pastrana.
They are a company that children and adults alike want to be part of. Whether that is just sticking a Red-Bull sticker on their skiing helmet or painting their bmx in Red Bull’s livery of silver and blue.
This shows how tremendously aspirational they are and why they are so much more than just a high-caffeine drinks company.
By running invitation-only events such as Red Bull Cold Rush, Red Bull X-Fighters and Red Bull Metro Pipe they are held in high-regard as the pinnacle of sporting achievement. Yet anyone can be part of the company by purchasing a beverage costing a little over £1.
It is this for reason that they such a great brand. I have spoken before about how a piece of communications shouldn't tell you what to think or feel but get to you to think or feel it.
Red Bull do this in everything they do. They live energy. They haven't just badged some sports teams (well they kinda have) but they host competitions, they put on events, they live energy and a lot of it for that matter.
Everything they do shouts extreme. Well… apart from one thing which you would think they would get right.
Their television advertisements.
For years Red Bull, have been running silly little cartoons drinking red bull and then a consequence ensues of Red Bull giving the protagonist wings.
They didn't make sense. Red Bull do all this great stuff and by-association would have access to a huge amount of content which for an energy drinks company would be so much more compelling than a flying stickman.
Well it seems they have now chosen to remedy this. And to be honest the resulting television advert is exactly what I wanted. This is what Red Bull can enable to you to do.
Red Bull are no longer an energy drinks company. They are an energy company.