Advertisement Analysis of Redbull

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Critical analysis of a Print Ad.

REDBULL

D.Anvesh

CE09B018

Advertisement Analysis of Redbull

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Red bull Einsteins ad

Introduction

Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in

1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 4.6

billion cans sold in 2011

History

Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy

drink named Krating Daeng which was first invented and sold in Thailand. He took this idea,

modified the ingredients to suit the tastes of Westerners and, in partnership with Chaleo

Yoovidhya, and founded Red Bull GmbH in Austria. In Thai, daeng means red, and krating is the

reddish-brown bovine called a "gaur", which is an animal slightly larger than the bison.

Advertisement Analysis of Redbull

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Objective

The main objective of the ad is to convey that drinking redbull gives lot of strength and

energy. It conveys the message very strongly to the targeted segment by drawing Einstein into

the picture.

Segmentation and targeting

Its obvious who they are marketing for, and that would be general public, either for man

or women, and even young people could fall easily because of their attractive ads. They use a

bull not just for the name; a bull represents something powerful, big, and full of energy

Colours and font style

The letters are written in red. Red means fury, energy, strength power and more. It is also

very appealing to the eye, and marketing use this colours attractiveness as an advantage. The

back ground colour is blue. Blue is used because it conveys reliability, it is commonly used by

brands where trust is paramount. Another reason for using blue colour is that the can which

they sell has majority of its area filled with blue colour. The words EQUALS ENERGY are

written in upper-case letters to specify the main advantage of the product

Detailed analysis of the ad

Basically this advertisement is saying that the "e" in Einsteins famous equations e=mc2

stands for energy and that energy comes from drinking Red Bull. Companies are always doing

this; they are always trying to sway a person to buy their product by appealing to their logos

because they know that people might be more likely to buy their product if they place a

historical figure in their advertisement like Einstein.

On the left side of the ad it has a statement that reads: "Einstein agrees: Red bull equals

energy, do you think you know more than Einstein?" Its a bold statement but, sets the ad into

motion making you wonder how does he agree, how can he prove it? This is funny and clever

because on the right side of the ad it depicts Albert Einstein, (the smartest man of our

generation), writing out his famous equation of E (energy) = mc2, and substituting the "Energy"

symbol for a can of red bull. What this is implying is that all energy is equivalent to a can of red

bull and he proved it by relating into mathematical equation. Without the picture on the right,

the entire add loses its effectiveness and doesnt have the same impact. Without the statement of

Advertisement Analysis of Redbull

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the left, just leaves a picture with a lot of unanswered questions. For an effective ad you must

have a statement explaining the purpose of the ad and a picture that goes along with the

meaning behind the ad. Of course this is just a clever advertisement to "prove" red bull is the

best energy drink by suggesting that the smartest man we have ever known has proven it, and

for that fact we have to agree with the ad.

Ultimately it leave the question: Do you think you know more than Einstein? I think this was

a question designed to target not only a certain group of people but everyone, because obviously

they are hinting at the fact that you would be a fool to think you were smarter than Albert

Einstein, and there for you should not disagree with the statement that launched the ad.

Success of this print ad.

In my view this ad is a very successful one as it comprises the following factors

Possesses Visual appeal

Draws attention as it have a historical figure.

It identifies need (gain instant energy) of the consumers

Creating desire to fulfil the innate of need

An impressive stimulus creating the instant response

This ad is clearly addressing broader segment, not a segment in particular, across the globe.

Finally I think that this ad is very effective as this ad have a strong use of pathos and ethos, it

use stuff and persons with an important well known background, like the Einstein picture, who

is famous for his energy theories and they took a good advantage of that, and by adding a little

humour they can get more attention.