{"id":13498,"date":"2022-07-05T13:12:14","date_gmt":"2022-07-05T11:12:14","guid":{"rendered":"https:\/\/brandification.com\/en\/?page_id=13498"},"modified":"2022-11-23T15:24:49","modified_gmt":"2022-11-23T14:24:49","slug":"brand-touchpoints-from-red-bull","status":"publish","type":"page","link":"https:\/\/brandification.com\/en\/brand-touchpoints-from-red-bull\/","title":{"rendered":"Brand Touchpoints from Red Bull"},"content":{"rendered":"\t\t
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Red Bull: the most impressive touchpoints of the market leader for energy drinks<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Starting with a “wing-giving” energy drink, Red Bull has become the most valuable brand from Austria with a brand value of around 16 billion euros in 2021. Red Bull was founded by Dietrich Mateschitz in Austria in 1984 and is now represented in over 170 countries. The company sells 4 billion cans of the energy drink every year, which is 127 cans per second.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\tValues and Positioning\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t
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\n\t\t\t\t\t\t\tBrand personality HERO!\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\tWhenever a major sporting event takes place, Red Bull is not far away as a sponsor. The Red Bull brand identity is one of energy, courage, adrenaline and movement. In all actions, the message of pushing the limits is central. In the Red Bull world, anything is possible. The Red Bull brand has the face of a sportsman who is an adventurer and a hero.\u200b\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1. Red<\/span><\/span> Bull <\/span><\/span>Energy<\/span><\/span> Drink<\/span><\/span>1<\/sup><\/h4>

In 2021, <\/span><\/span>over<\/span><\/span> 9.8 <\/span><\/span>billion<\/span><\/span> cans<\/span><\/span> of<\/span><\/span> the<\/span><\/span> drink<\/span><\/span> were<\/span><\/span> sold<\/span><\/span>, <\/span><\/span>making<\/span><\/span> it<\/span><\/span> the<\/span><\/span> best-<\/span><\/span>selling<\/span><\/span> energy<\/span><\/span> drink<\/span><\/span> in <\/span><\/span>the<\/span><\/span> world<\/span><\/span>. <\/span><\/span>Red<\/span><\/span> Bull was <\/span><\/span>marketed<\/span><\/span> from<\/span><\/span> the<\/span><\/span> outset<\/span><\/span> as<\/span><\/span> an expensive <\/span><\/span>and<\/span><\/span> exclusive<\/span><\/span> premium <\/span><\/span>drink<\/span><\/span>. <\/span><\/span>Its<\/span><\/span> origins<\/span><\/span> can<\/span><\/span> be<\/span><\/span> traced<\/span><\/span> back <\/span><\/span>to<\/span><\/span> the<\/span><\/span> Thai <\/span><\/span>energy<\/span><\/span> drink<\/span><\/span> Krating<\/span><\/span> Deang<\/span><\/span>. <\/span><\/span>Mateschitz<\/span><\/span> adapted<\/span><\/span> the<\/span><\/span> drink<\/span><\/span> to<\/span><\/span> European <\/span><\/span>tastes<\/span><\/span>, <\/span><\/span>which<\/span><\/span> had<\/span><\/span> not <\/span><\/span>existed<\/span><\/span> before<\/span><\/span> with<\/span><\/span> the<\/span><\/span> ingredients<\/span><\/span> or<\/span><\/span> such a design. In <\/span><\/span>the<\/span><\/span> 1980s, <\/span><\/span>the<\/span><\/span> hype<\/span><\/span> around<\/span><\/span> the<\/span><\/span> narrow<\/span><\/span> 250 ml <\/span><\/span>can<\/span><\/span>, <\/span><\/span>unusual<\/span><\/span> at <\/span><\/span>that<\/span><\/span> time, <\/span><\/span>started<\/span><\/span> in <\/span><\/span>the<\/span><\/span> club<\/span><\/span> scene<\/span><\/span>. <\/span><\/span>To<\/span><\/span> reduce<\/span><\/span> environmental <\/span><\/span>impact<\/span><\/span>, <\/span><\/span>the<\/span><\/span> company<\/span><\/span> developed<\/span><\/span> “wall-<\/span><\/span>to<\/span><\/span>-wall <\/span><\/span>production<\/span><\/span>,” <\/span><\/span>meaning<\/span><\/span> that<\/span><\/span> manufacturer<\/span><\/span> and<\/span><\/span> customer<\/span><\/span> are<\/span><\/span> in <\/span><\/span>close<\/span><\/span> proximity<\/span><\/span> to<\/span><\/span> each<\/span><\/span> other<\/span><\/span>. In <\/span><\/span>addition<\/span><\/span>, <\/span><\/span>the<\/span><\/span> cans<\/span><\/span> are<\/span><\/span> lightweight<\/span><\/span>, <\/span><\/span>their<\/span><\/span> weight<\/span><\/span> has<\/span><\/span> been<\/span><\/span> reduced<\/span><\/span> by<\/span><\/span> 60% in just <\/span><\/span>ten<\/span><\/span> years<\/span><\/span>, <\/span><\/span>and<\/span><\/span> they<\/span><\/span> are<\/span><\/span> 100% <\/span><\/span>recyclable<\/span><\/span>.<\/span><\/span>\u200b<\/span><\/p><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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2. Red<\/span><\/span> Bull Logo & Slogan<\/span><\/span>2<\/sup><\/h4>

Originally<\/span><\/span>, <\/span><\/span>the<\/span><\/span> drink<\/span><\/span> was <\/span><\/span>intended<\/span><\/span> for<\/span><\/span> Muay<\/span><\/span> Thai <\/span><\/span>fighters<\/span><\/span>. <\/span><\/span>Two<\/span><\/span> red<\/span><\/span> bulls<\/span><\/span> getting<\/span><\/span> ready<\/span><\/span> to<\/span><\/span> fight<\/span><\/span> is<\/span><\/span> a <\/span><\/span>typical<\/span><\/span> Thai <\/span><\/span>image<\/span><\/span>. Bulls <\/span><\/span>symbolize<\/span><\/span> strength<\/span><\/span>, <\/span><\/span>red<\/span><\/span> stands<\/span><\/span> for<\/span><\/span> endurance<\/span><\/span> and<\/span><\/span> a <\/span><\/span>bright<\/span><\/span> yellow<\/span><\/span> sun<\/span><\/span> rises<\/span><\/span> behind<\/span><\/span> them<\/span><\/span>. Dietrich <\/span><\/span>Mateschitz<\/span><\/span> tried<\/span><\/span> to<\/span><\/span> transfer<\/span><\/span> all <\/span><\/span>parts<\/span><\/span> of<\/span><\/span> the<\/span><\/span> cultural<\/span><\/span> identity<\/span><\/span> into<\/span><\/span> the<\/span><\/span> Red<\/span><\/span> Bull <\/span><\/span>logo. The logo was <\/span><\/span>supplemented<\/span><\/span> only<\/span><\/span> by<\/span><\/span> the<\/span><\/span> lettering<\/span><\/span> “<\/span><\/span>Red<\/span><\/span> Bull”. The <\/span><\/span>slogan<\/span><\/span> and<\/span><\/span> the<\/span><\/span> can<\/span><\/span> design <\/span><\/span>were<\/span><\/span> created<\/span><\/span> in <\/span><\/span>cooperation<\/span><\/span> with<\/span><\/span> the<\/span><\/span> designer<\/span><\/span> Kastner. The <\/span><\/span>slogan<\/span><\/span> “<\/span><\/span>Red<\/span><\/span> Bull <\/span><\/span>gives<\/span><\/span> you<\/span><\/span> wings<\/span><\/span>” was <\/span><\/span>visually<\/span><\/span> implemented<\/span><\/span> as<\/span><\/span> a <\/span><\/span>cartoon<\/span><\/span> and<\/span><\/span> lovingly<\/span><\/span> brought<\/span><\/span> to<\/span><\/span> life<\/span><\/span> in Tibor <\/span><\/span>Hern\u00e1di’s<\/span><\/span> film <\/span><\/span>studio<\/span><\/span>. Today, <\/span><\/span>the<\/span><\/span> slogan<\/span><\/span> is<\/span><\/span> world<\/span><\/span> famous<\/span><\/span>.<\/span><\/span><\/p><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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3. Red Bull Athletes3<\/sup><\/h4>

In <\/span><\/span>addition<\/span><\/span> to<\/span><\/span> sponsorship<\/span><\/span> contracts<\/span><\/span> with<\/span><\/span> clubs<\/span><\/span> in <\/span><\/span>mainstream<\/span><\/span> sports<\/span><\/span>, such <\/span><\/span>as<\/span><\/span> ice<\/span><\/span> hockey<\/span><\/span> team<\/span><\/span> EHC <\/span><\/span>Munich<\/span><\/span> or<\/span><\/span> soccer<\/span><\/span> club<\/span><\/span> RB Leipzig, <\/span><\/span>Red<\/span><\/span> Bull <\/span><\/span>is<\/span><\/span> also <\/span><\/span>known<\/span><\/span> for<\/span><\/span> athletes<\/span><\/span> in extreme <\/span><\/span>sports<\/span><\/span>. More <\/span><\/span>than<\/span><\/span> 600 <\/span><\/span>athletes<\/span><\/span> from<\/span><\/span> all <\/span><\/span>over<\/span><\/span> the<\/span><\/span> world<\/span><\/span> were<\/span><\/span> already<\/span><\/span> under<\/span><\/span> contract<\/span><\/span> with<\/span><\/span> Red<\/span><\/span> Bull in 2015, in extreme <\/span><\/span>sports<\/span><\/span> but also <\/span><\/span>athletes<\/span><\/span> of<\/span><\/span> other<\/span><\/span> disciplines<\/span><\/span>. <\/span><\/span>Athletes<\/span><\/span> such <\/span><\/span>as<\/span><\/span> skiing<\/span><\/span> ace<\/span><\/span> Lindsey <\/span><\/span>Vonn<\/span><\/span>, <\/span><\/span>soccer<\/span><\/span> player<\/span><\/span> Neymar<\/span><\/span>, <\/span><\/span>as<\/span><\/span> well<\/span><\/span> as<\/span><\/span> ski<\/span><\/span> jumper<\/span><\/span> Thomas Morgenstern <\/span><\/span>or<\/span><\/span> Formula<\/span><\/span> 1 <\/span><\/span>driver<\/span><\/span> Max Verstappen <\/span><\/span>act<\/span><\/span> as<\/span><\/span> brand<\/span><\/span> ambassadors<\/span><\/span> and<\/span><\/span> make<\/span><\/span> the<\/span><\/span> brand<\/span><\/span> attractive<\/span><\/span>. The <\/span><\/span>Red<\/span><\/span> Bull Stratos <\/span><\/span>project<\/span><\/span> caused<\/span><\/span> a <\/span><\/span>worldwide<\/span><\/span> sensation<\/span><\/span> in 2012, <\/span><\/span>when<\/span><\/span> base<\/span><\/span> jumper<\/span><\/span> Felix Baumgartner <\/span><\/span>jumped<\/span><\/span> from<\/span><\/span> a <\/span><\/span>capsule<\/span><\/span> at <\/span><\/span>almost<\/span><\/span> 39,000 <\/span><\/span>meters<\/span><\/span> and<\/span><\/span> became<\/span><\/span> the<\/span><\/span> first<\/span><\/span> person<\/span><\/span> to<\/span><\/span> exceed<\/span><\/span> the<\/span><\/span> speed<\/span><\/span> of<\/span><\/span> sound<\/span><\/span> in <\/span><\/span>free<\/span><\/span> fall – <\/span><\/span>with<\/span><\/span> a <\/span><\/span>speed<\/span><\/span> of<\/span><\/span> almost<\/span><\/span> 1358 km\/h. In 2020, <\/span><\/span>Red<\/span><\/span> Bull’s<\/span><\/span> sports<\/span><\/span> sponsorship<\/span><\/span> budget<\/span><\/span> was 45.5 <\/span><\/span>million<\/span><\/span> euros<\/span><\/span> in Germany <\/span><\/span>alone<\/span><\/span>.<\/span><\/span>\u200b<\/span><\/p><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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4. Red Bull Events4<\/sup><\/h4>

Red<\/span><\/span> Bull <\/span><\/span>is<\/span><\/span> not <\/span><\/span>only<\/span><\/span> known<\/span><\/span> for<\/span><\/span> its<\/span><\/span> energy<\/span><\/span> drink<\/span><\/span>. The <\/span><\/span>focus<\/span><\/span> is<\/span><\/span> not just on <\/span><\/span>the<\/span><\/span> product<\/span><\/span>, but <\/span><\/span>rather<\/span><\/span> on <\/span><\/span>Red<\/span><\/span> Bull <\/span><\/span>as<\/span><\/span> a <\/span><\/span>brand<\/span><\/span> itself<\/span><\/span>. <\/span><\/span>Especially<\/span><\/span> in <\/span><\/span>the<\/span><\/span> area<\/span><\/span> of<\/span><\/span> marketing<\/span><\/span> and<\/span><\/span> corporate<\/span><\/span> philosophy<\/span><\/span>, <\/span><\/span>Red<\/span><\/span> Bull <\/span><\/span>places<\/span><\/span> a <\/span><\/span>lot<\/span><\/span> of<\/span><\/span> emphasis<\/span><\/span> on <\/span><\/span>image<\/span><\/span>. After <\/span><\/span>the<\/span><\/span> market<\/span><\/span> launch<\/span><\/span>, <\/span><\/span>founder<\/span><\/span> Mateschitz<\/span><\/span> made<\/span><\/span> direct<\/span><\/span> contact<\/span><\/span> with<\/span><\/span> the<\/span><\/span> extreme <\/span><\/span>sports<\/span><\/span> scene<\/span><\/span>, <\/span><\/span>which<\/span><\/span> was also in <\/span><\/span>the<\/span><\/span> process<\/span><\/span> of<\/span><\/span> being<\/span><\/span> established<\/span><\/span>. <\/span><\/span>Red<\/span><\/span> Bull <\/span><\/span>markets<\/span><\/span> itself<\/span><\/span> as<\/span><\/span> a <\/span><\/span>brand<\/span><\/span> of<\/span><\/span> adventurers<\/span><\/span> and<\/span><\/span> heroes<\/span><\/span> with<\/span><\/span> its<\/span><\/span> numerous<\/span><\/span> events<\/span><\/span> and<\/span><\/span> sports<\/span><\/span> films<\/span><\/span>. The <\/span><\/span>goal<\/span><\/span> of<\/span><\/span> all <\/span><\/span>events<\/span><\/span>, <\/span><\/span>campaigns<\/span><\/span> and<\/span><\/span> activities<\/span><\/span> is<\/span><\/span> to<\/span><\/span> reach<\/span><\/span> or<\/span><\/span> exceed<\/span><\/span> the<\/span><\/span> limit<\/span><\/span>. Today, <\/span><\/span>Red<\/span><\/span> Bull <\/span><\/span>stands<\/span><\/span> as<\/span><\/span> a <\/span><\/span>brand<\/span><\/span> for<\/span><\/span> extreme <\/span><\/span>sports<\/span><\/span>, <\/span><\/span>culture<\/span><\/span> and<\/span><\/span> lifestyle<\/span><\/span>.<\/span><\/span>\u200b<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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5. Headquarters5<\/sup><\/h4>

The <\/span>headquarters<\/span> of<\/span> the<\/span> Red<\/span> Bull GmbH <\/span>is<\/span> located<\/span> in Austria in <\/span>Fuschl<\/span> am See. The <\/span>facility<\/span> consists<\/span> of<\/span> many<\/span> volcano<\/span>–<\/span>like <\/span>buildings<\/span> that<\/span> represent<\/span> the<\/span> office<\/span> buildings<\/span> and<\/span> a <\/span>lush<\/span> outdoor<\/span> area<\/span>. The <\/span>idea<\/span> behind<\/span> the<\/span> concept<\/span> was <\/span>to<\/span> create<\/span> an <\/span>image<\/span> of<\/span> a <\/span>herd<\/span> of<\/span> bulls<\/span> charging<\/span> out <\/span>of<\/span> a <\/span>volcano<\/span> towards<\/span> Fuschlsee<\/span>. The <\/span>mountain<\/span> panorama<\/span> of<\/span> Fuschl<\/span> now<\/span> features<\/span> a <\/span>composition<\/span> of<\/span> circular<\/span> segments<\/span> and<\/span> cones<\/span> (<\/span>volcanoes<\/span>) <\/span>arranged<\/span> in <\/span>and<\/span> around<\/span> an <\/span>artificial<\/span> lake<\/span> (<\/span>lava<\/span>). <\/span>Architect<\/span> Jos <\/span>Pirkner<\/span> created<\/span> an <\/span>extraordinary<\/span> combination<\/span> of<\/span> art<\/span>, <\/span>architecture<\/span> and<\/span> nature<\/span>. Dietrich <\/span>Mateschitz<\/span> did<\/span> without<\/span> a <\/span>gigantic<\/span> company<\/span> logo <\/span>above<\/span> the<\/span> entrance<\/span>. <\/span>Instead<\/span>, he <\/span>led<\/span> built<\/span> the<\/span> largest<\/span> bronze<\/span> sculpture<\/span> of<\/span> modern <\/span>times<\/span>. The <\/span>sculpture<\/span> shows<\/span> 14 <\/span>bulls<\/span> on an <\/span>impressive<\/span> length<\/span> of<\/span> 24 <\/span>meters<\/span>, <\/span>handmade<\/span> by<\/span> the<\/span> artist<\/span> and<\/span> architect<\/span> himself<\/span>.<\/span>\u200b<\/p><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Image sources:<\/p>

  1. Red Bull Energy Drink | Photo by Alexas_Fotos | Pixabay<\/a><\/li>
  2. Red Bull Logo & Slogan | Photo by Fonsi Fern\u00e1ndez | Unsplash<\/a><\/li>
  3. Red Bull Athletes | Photo by Alberto-g-rovi<\/a> | Wikimedia | CC Licence<\/a><\/li>
  4. Red Bull Events | Photo by Emmanuel Acua | Unsplash<\/a><\/li>
  5. Headquarters | Photo by Dein Freund der Baum<\/a> \u00a0| Wikimedia<\/a> | CC Licence<\/a><\/li><\/ol>

    \u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    Red Bull: the most impressive touchpoints of the market leader for energy drinks Starting with a “wing-giving” energy drink, Red Bull has become the most valuable brand from Austria with a brand value of around 16 billion euros in 2021. Red Bull was founded by Dietrich Mateschitz in Austria in 1984 and is now represented […]<\/p>\n","protected":false},"author":1,"featured_media":13495,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-13498","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nBrand Touchpoints from Red Bull - Brandification<\/title>\n<meta name=\"description\" content=\"Red Bull was founded by Dietrich Mateschitz in Austria in 1984 and is now represented in over 170 countries.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandification.com\/en\/brand-touchpoints-from-red-bull\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Touchpoints from Red Bull - Brandification\" \/>\n<meta property=\"og:description\" content=\"Red Bull was founded by Dietrich Mateschitz in Austria in 1984 and is now represented in over 170 countries.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandification.com\/en\/brand-touchpoints-from-red-bull\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandification\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/brandification.io\/\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-23T14:24:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandification.com\/en\/wp-content\/uploads\/sites\/7\/2022\/07\/fonsi-fernandez-3XBBLEBasiw-unsplash.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandification.com\\\/en\\\/brand-touchpoints-from-red-bull\\\/\",\"url\":\"https:\\\/\\\/brandification.com\\\/en\\\/brand-touchpoints-from-red-bull\\\/\",\"name\":\"Brand Touchpoints from Red Bull - 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