RedBull & PR

RedBull & PR Literature review example
Literature review
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Red Bull & PR Name: Institution: RED BULL & PR Red Bull is a multinational company based In Austria that deals in beverages, more specifically its famous energy drink, Red Bull. The firm sells its beverages in one hundred and sixty two countries, with over 4.2 billion cans of the energy drink sold during the year 2011 alone according to the company’s figures.


This paper presents an analysis of public relation strategies used by Red Bull around the world. Energy drink manufacturers, including Rend Bull GmbH, target a specific market segment, i.e., urban and young male males aged between sixteen and twenty nine (Buchholz, 2010: p43). This market segment has aspirations of living their lives on the edge. Accordingly, Red Bull uses extreme sport as a way of relating to them, with the sport being highly popular among this particular category of consumers. Additionally, the slogan used by Red Bull, i.e., Red Bull Gives You Wings”, was developed with the aim of creating public awareness among this particular segment of customers via communicating that drinking their beverages would ease challenging tasks. Moreover, the company epitomized modern branding by utilizing a marketing communication’s mix, including public relations, which sought to sell a way of life rather than a simple product and become culturally relevant (Buchholz, 2010: p43). To do this, it was necessary for Red Bull to come up with PR strategies that caught the attention and appealed to their target group. ...
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