In the advertisement on space, there is only one Red Bull family.
To avoid saying I'm bragging about Red Bull, let's start with its most expensive sponsor, which is F1 racing.
F1 is an event that few people can play and not many people watch, so why does Red Bull have to spend so much money to sponsor this event?
In addition to saying some words of brand influence, I think there is only money and willfulness left, so why is Red Bull so rich? Why do you sponsor what you see? In the doubts of ordinary people's perspective, the most important thing is to know whether a drink seller is really so profitable? And it's a functional drink, I don't usually drink it, what kind of person, drink Red Bull so rich?
First of all, the world and purpose of the money collectors, we do not understand.
Unlike the Coca-Cola company, which runs ads everywhere, investing in teams in big events like f1 can target their main audience and use the media to unlimited advertising, which is what they value.
Is it really expensive to raise two convoys? Last year's Red Bull team's Mars performance brought Red Bull considerable broadcasts and ticket sharing, coupled with various advertising fees, Red Bull really can't lose much money, compared to the benefits brought to them, losing this little money is nothing.
Red Bull is a group with more than 40 years of market experience. It is a leading position in the global functional beverage market. The profitability over the years has been staggering. Secondly, the audience group of F1 racing cars and the customer group of Red Bull are also highly consistent. They are all young and energetic young and middle-aged groups. The sport is now ubiquitous around the world, F1 is one of the most popular sports in the world, and investing in this event is equivalent to advertising to the world, and investing in these events is also a symbol of the strength of the group.
background
Red Bull was invented by the Thais!
Right! You read that right, Red Bull entered the Chinese market in 1995! As early as 1923, Chen Shubiao invented Red Bull!
The purpose is to enable grassroots workers to have energy when they work all night.
You see, at the beginning, Red Bull did not let you play extreme sports to "send to death", but the original intention was to let the migrant souls who fought in the front line of "996" save their lives and drink.
formulation
In the earliest days, the main ingredient in Red Bull's recipe in Thailand was taurine!
Here's a popular science: taurine is an amino acid that occurs naturally in the body. It is particularly focused on your brain, eyes, heart, and muscles (5, 6). Unlike most other amino acids, it is not used to build proteins. Instead, it is classified as a conditionally essential amino acid.
Taurine, found in several functional organs in humans, has a wide range of benefits.
So you think Red Bull is not drunk? Then you don't know how many billions of migrant souls are under the law of two and eight, in just 95-20 years, in the era when prices are not as high as they are now, Chinese has contributed trillions of dollars to Red Bull!
Trillions, trillions twenty years ago, what is that concept? Do you still think Chinese have nothing to do with Red Bull? No, it is precisely because of China that those foreign brands have made money crazy. On the contrary, the profits sold locally in Thailand before this surface, there is no need to mention, trillions? Impossible, then eternal dreams.
Strategy: Others play with their lives, the audience looks hi, Red Bull earns more
Red Bull does sponsor a lot of extreme sports, because Red Bull's positioning is a sports functional drink, and it is natural to sponsor most related sports. While most extreme sports look thrilling, it is easy to impress, from this aspect, Red Bull's strategy is no problem, in this regard, Gao Praise said a lot.
But Red Bull also sponsors a lot of non-death competitions, and even some of the sports it sponsors are not extreme sports. This includes hip-hop, badminton, basketball, snooker, paper airplanes, and even poker, music festivals, etc. It's just that these projects are not as eye-catching as those extreme sports, and the publicity effect is not as good.
For example, I ask you: When you watch mainstream events, how many brands can you notice when you watch the dense billboards? But when you look at F1 and wingsuit flight, and even more "death" sports, whether you look at the advertisement or not, those two heads kiss your eyes deeply, and you can't look at it.
Even "Your death is beyond your imagination!" This sentence has become a mantra in people's mouths.
<h1 class="pgc-h-arrow-right" data-track="33" > Red Bull also created another little brother</h1>
When you hear "tired and sleepy drinking..." in an advertisement, which drink does the first thing come to mind?
Presumably most people will think of the Red Bull advertisement, but in fact, this is the advertising slogan of Dongpeng Special Drink.
And Red Bull's slogan is "Sleepy tired to drink Red Bull"!
Some people may ask: "Is there any difference between these two slogans?" ”
In addition to the different order of words, the time when the advertisement is broadcast is also different.
Red Bull began bombing the market in 2005 with the slogan "Sleepy tired to drink Red Bull". And Dongpeng Special Drink is a rising star.
Therefore, if Red Bull succeeds or not, you can also borrow Dongpeng special drink to prove it on the side!
The history of Dongpeng Special Drink can be traced back to 1987 Shenzhen Soy Milk Beverage Factory, which is a state-owned enterprise factory. Subject to state-owned enterprises, Dongpeng beverage has always been a strong regional beverage, and almost no one in the north had ever heard of Dongpeng beverage at that time.
In 2003, the company was restructured, and the public to private sector stimulated the enthusiasm of employees and management, and since then the old appearance has been replaced by a new look, and the road of rapid development has begun. Despite the company's rising sales, not many people still know about the company...
Until 2013, I don't know whether it was crooked or really lazy to engage in market creativity, I directly moved the Red Bull advertisement, but changed the order, "tired and sleepy to drink Dongpeng special drink" Advertising slogan came out, the result of the spread effect is particularly good, soon known by the Chinese people.
You see, this is the Red Bull that we can't understand, and we have also borrowed dongpeng special drink to fire a hand, so it is really not that we can't understand Red Bull, it is Red Bull's "back to basics" like minimalist slogan that breaks our cumbersome cognition, we always think that advertising should be gorgeous and as pleasant as a song, but in fact, Red Bull is the ancestor of many modern "simple" advertisements.
Now many advertisements have also begun to move towards the "minimalist" wind, that is, to simply and clearly tell you the definition of the product, become beautiful, become tender, hungry, thirsty, awake, in short, a variety of extremely simple but penetrating words into the product's slogan.
Therefore, although plagiarism is an unethical act, Dongpeng Special Drink does stand out in the highly competitive beverage market with plagiarized slogans and successfully go public. There must be something for ordinary entrepreneurs to learn from here.
And what is worth learning is that Red Bull has not yet been listed, but Dongpeng Special Drink has been listed...
Red Bull's most "dragging" sentence:
On the website of Red Bull Headquarters, you can always see the text: the official website of Red Bull provides you with videos, live race reports, pictures and news from all over the world, covering racing, skateboarding, cycling, adventure and music. Therefore, Red Bull once publicly declared: we are not a functional beverage company that publishes media content, but a media company that sells functional drinks by the way!
Listen, how dragging this sentence is!
In fact, having said so much, everyone should understand that this new path that can help enterprises achieve brand IP breakthrough at present is content marketing and enterprise self-media. Regardless of the size of the enterprise, I think the case of Red Bull is worth referencing, there are big ways to play, small and small, after all, the environment is different, traffic and user acquisition ultimately have to rely on a steady stream of output valuable content.
Red Bull, the play is really not drink processing, but "brain".