Red Bull

By Stephanie Sledge

For Mark Hearn

CBA 350 02 Business Communications

MWF 11:15 Fall 2013

Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 2

Red Bull: Overview

• What is Red Bull?• Caffeine Content• History of Red Bull• Red Bull Advertisement• Red Bull Sponsored Events• Controversies: Red Bull

Dietrich Mateschitz

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What is Red Bull?

• High performance energy drink

• Available globally• Produced by privately-

owned, Austrian company• Over 35 billion cans sold

since 1987Red Bull Energy

Drink

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Red Bull: Caffeine Content

Green T

ea

Coffee

Mou

ntain

Dew

Dr. Pep

per

Coca-C

ola Jolt

Red B

ull0

20

40

60

80

15

80

55

4134

7180

Caf

fein

e in

Mil

ligr

ams

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History of Red Bull

• Dietrich Mateschitz on business in Thailand purchased Krathing Daeng

• Krathing Daeng was sold as cure for jet-lag–Produced by Chaleo

Yoovidhya Krathing Daeng

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History of Red Bull

• Mateschitz approached Yoovidhya with idea of Red Bull

• Both took 49% stake in company–Leaving 2% for

Yoovidhya’s son

Chaleo Yoovidhya

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Red Bull Advertisement

• Word-of-mouth Marketing–Via sponsorships

• Content Marketing–Red Bull feels their

content should stand alone

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Red Bull Advertisement:Effectiveness 2012

Germany

USA France Saudi Arabia

Japan South Africa

0%

10%

20%

30%

40%

50%

60%

14%17%

21%

38%

51% 52%

Per

cent

Gro

wth

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Red Bull Sponsored Events

• Athletes endorsed over variety of sports and events.

• Red Bull Stratos Jump

• Red Bull Flug Tag Annual Event

Ian Walsh

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Red Bull Stratos Jump

• Felix Baumgartner• Set Four World Records–Highest Manned Balloon

Flight–Longest Free Fall–Free Fall from Highest

Altitude–Supersonic Speed in Free Fall

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Red Bull Stratos Jump

Hot Air Balloon

Stratosphere

Landing

Parachute5,000 ft

Jump120,000 ft

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Red Bull Flug Tag

• Annual Event–Held in multiple

cities and countries

• Team Competition• Create Man-

Powered Flight Machine

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Flug Tag Rules

• Home-made flight machine–Off 30ft platform

• Must be 400lbs• Judged on creativity,

distance, and showmanship.

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Controversies:Red Bull

• Health risks–High caffeine content can cause health

issues–Taurine

• Deaths of endorsed athletes–Some critics claim Red Bull is at fault for

supporting extreme sports/stunts.

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Red Bull:Summary

• What is Red Bull?• Caffeine Content• History of Red Bull• Red Bull Advertisement• Red Bull Sponsored

Events• Controversies: Red Bull