Bully for you!!


Red Bull Logo Blue (pscldot, 2009)

Red Bull, the energy drink which ‘vitalizes body and mind’ and ‘gives you wings’ whilst providing an energetic dimension to your vodka.

Energetic it may be, it is also a very unique and globally recognised  brand and one which has been described as “an unbeatable marketing powerhouse“.

Delving a little into its fizzling history, from its foundation in 1984, first launch in 1987 and a total of 6.8 billion cans being sold by 2018, Red Bull has indeed added considerable energy to various people’s lives and has gone so far as now being recognised as one of the world’s leading brands.

Page 3/Royalty-free earth photos free download (Pixabay.com, no date)

Having invested considerable time and energy in sponsoring a wide range of sporting events, Red Bull is acknowledged and respected by professional sports stars around the globe.

Red Bull give you wings (snowbrains.com, 2014)

With a structured marketing strategy built around its mission statement of ‘giving wings to people and ideas’, Red Bull has propelled itself into the world of sport with new and absorbing content centred around thrilling promotional ideas and concepts.

From owning football clubs, enjoying enormous success in the world of Formula 1 and its involvement in extreme sports,  Red Bull has captivated a new audience.



Slowly but surely racing into a lead, the brand’s rise to Formula 1 success was initiated in 2004 with the help of Team principal Christian Horner who helped structure a plan to ensure they were able to compete with the best racers. In the 2006 race held in Monaco, David Coulthard provided the team with its first podium finish (3rd) and by 2010 the team were celebrating their first title, the Constructors Championship with the help of the youngest ever world champion, Sebastian Vettel who was a product of the Junior Team. Red Bull even went on to retain the title over the next 3 years.

Vettel Leads the Field (Elleray, 2011)

In 2005, the brand began its first venture into football with the purchase of Austria Salzburg which was quickly renamed Red Bull Salzburg. To gain more status, the brand delved into German Football by forming Red Bull Leipzig in the 2009/2010 season. The club started out in the 5th division however, with heavy investment, it was promoted to the top flight of German football, the Bundesliga in 2016.

Red Bull Salzburg and RB Leipzig: Combined X1 of unofficial sister clubs (Edwards, 2019)

The strength of the brand is geared around its vision and by offering a primary service the brand can remain focused on delivering quality whilst captivating its audience with dynamic, exciting and tension fuelled sporting action such as its involvement with extreme sports which offers a different dimension to the more traditional sport.

Perhaps a brand which anticipates and drives the customer mood with mentally stimulating drinks that help to fuel adventure and high risk, it certainly has earned its place amongst the elite by recognising and expertly executing the opportunities sport has to offer and in doing so, it may just be able to justify the statement ‘Red Bull gives you wings’.

Red Bull Stomps All Over Global Marketing (thetaylorinstitute,com, 2017)


Augustyn, A. (2020) Sebastian Vettel German Race-Car Driver. Available at: https://www.britannica.com/biography/Sebastian-Vettel (Accessed: 11 February 2020).

Bergstrom, B. (2017) ‘Red Bull Marketing Strategy: What You Need To Know (And How to Copy It)’, CoSchedule Blog. Available at: https://coschedule.com/blog/red-bull-marketing-strategy/ (Accessed: 21 January 2020).

Bundesliga.com (2019) Bundesliga Official Website Brought To You By BT Sport. Available at: https://www.bundesliga.com/en/bundesliga (Accessed: 11 February 2020).

Extremesportscompany.com (2020) Engaging Through Extreme And Adventure Sports Since 1995. Available at: https://www.extremesportscompany.com/ (Accessed: 15 January 2020).

Humphreys, J. (2017) Lepizig before Red Bull: a city that can claim to be the home of German football. Available at: https://www.theguardian.com/football/englische-woche/2017/feb/11/rb-leipzig-red-bull-city-football-history (Accessed: 11 February 2020).

Mission Statement Academy (2019) Red Bull Mission And Vision Statements Analysis. Available at: https://mission-statement.com/red-bull/ (Accessed: 29 December 2019).

Mission Statement Academy (2019) Red Bull Mission And Vision Statements Analysis. Available at: https://mission-statement.com/red-bull/ (Accessed: 29 December 2019).

Redbull.com (2019) The Red Bull Racing team have come a long way since their inception in 2004. Here’s a brief look at their history. Available at: https://www.redbull.com/za-en/red-bull-racing-history-story (Accessed: 28 December 2019).

Redbull.com (2020) Gives you Wiiings. Available at: https://www.redbull.com/us-en/energydrink (Accessed: 21 February 2020).

Redbull.com (2020) Giving Wings to People and Ideas. Available at: https://www.redbull.com/gb-en/energydrink/company-profile (Accessed: 28 December 2019).

Roberts, JW. (2019) As well as winning the Monaco Grand Prix twice, David Coulthard scored Red Bull Racing’s first-ever podium there. Who better to give us the lowdown on the iconic race? Available at: https://www.redbull.com/gb-en/david-coulthard-interview-monaco-f1-grand-prix (Accessed: 11 February 2020).

Taylor, J. (2019) Christian Horner: life in the fast lane. Available at: https://luxurylondon.co.uk/drive/motoring/christian-horner-interview (Accessed: 21 February 2020).

Transfermarkt (no date) Red Bull Salzburg. Available at: https://www.transfermarkt.co.uk/red-bull-salzburg/startseite/verein/409 (Accessed: 21 February 2020).

Image References

Edwards, H. (2019) Red Bull Salzburg and RB Leipzig: Combined X1 of unofficial sister clubs. Available at: https://www.squawka.com/en/red-bull-salzburg-leipzig-combined-xi-haland-werner/ (Accessed: 9 February 2020).

Elleray, M. (2011) Vettel Leads the Field. Available at: https://www.flickr.com/photos/mike_elleray/6205969541/ (Accessed: 11 February 2020).

Pscldot. (2009) Red Bull Logo Blue. Available at: https://www.flickr.com/photos/36422385@N03/3359781273 (Accessed: 11 February 2020).

Pxfuel.com (no date) Page 3/Royalty-free earth photos free download. Available at: https://www.pxfuel.com/en/search?q=earth&page=3 (Accessed: 2 January 2020).

SnowBrains (2014) Red Bull give you wings. Available at: https://snowbrains.com/red-bull-give-wings-red-bull-pay-13-million-class-action-lawsuit/ (Accessed: 28 December 2019).

Thetaylorinstitute.org (2017) Red Bull Stomps All Over Global Marketing. Available at: http://blog.thetaylorinstitute.org/?p=1854 (Accessed: 10 February 2020).