Posts Tagged ‘Red Bull’

Red Bull: Getting high from Felix’s 24-mile freefall from space …

October 28, 2012

Punch line: While it is too early to quantify the impact of Red Bull’s recent Stratos mission, that isn’t stopping valuations as high as $8 billion.

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Excerpted from brandchannel, “Now Red Bull Has Conquered Space, Can Brand Escape Tang’s Fate?”

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Pretty much the entire planet now knows the name Felix Baumgartner, thanks to the 43-year-old Austrian skydiver’s record-breaking supersonic freefall, 24 miles out of the sky.

His main benefactor since 1988, Red Bull, deserves to milk the historic feat for all its worth for some time.

The … big question — besides “Is he single?” (no) and “What’s his next daredevil stunt?” (none) — is what all the publicity, social media buzz and press does for the value of the Red Bull brand, and how much all the brand awareness generated by the stunt will goose global sales.

While it’s too early to tell the impact on Red Bull’s financials, of course, it’s not stopping valuation guesstimates as high as £5bn ($8 billion).

While much hay was made of the brand’s “gives you wings” tagline, Baumgartner didn’t drink any Red Bull before his jump for medical, safety and “are you kidding?” reasons.

Edit by JDC

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Ditch the Red Bull … “We Drink Water”

January 23, 2012

Punch line: It’s cool to drink water again. Snowboarders get fed up with energy drinks over-branding of the snowboarder market, and now endorse water. Two pro snowboarders create “drink water” branded apparel line with 10% of proceeds going to water.org.

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Excerpted from brandchannel.com, “Snowboarders Refusing Energy-Drink Money to Push Water”

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… Industry leaders Red Bull, Monster Energy, and Rockstar have sunk some serious marketing dollars into the “international sports market, sponsoring athletes, events and video shoots in motorsports, surfing, snowboarding and skiing, mixed martial arts, and others,” according to the New York Times. Logos for the brands are appearing on athlete apparel and gear.

Two professional snowboarders had enough last year and started to make their own statement with a campaign, called “We Drink Water“, against the energy-drink companies, including creating their own non-logo logo, “Drink Water,” on their boards. The slogan has taken off and now the two snowboarders, Bryan Fox and Austin Smith, have a website selling T-shirts ($30), sweatshirts ($60), jackets ($65), and sets of stickers and pins ($10) …

And the two fellas are putting their money where their mouth is as well, by donating 10% of all revenue from the apparel to the nonprofit founded by Matt Damon, water.org, which works to get clean water and sanitation in Africa, southern Asia and Central America. Fox and Smith will head off to Asia this month to snowboard and raise awareness of the Drink Water campaign. Along the way, the Times points out, they’ll compete in an event sponsored by Red Bull.

What’s their beef with energy drinks? It “stemmed from the drinks’ ingredients,” the Times reports, “which in addition to sugar and caffeine include guarana (a plant that contains caffeine), taurine (an amino acid) and ginseng, as well as the size of doses found in servings.”

However, the Drink Water campaign has a long way to go before it washes away any bit of the energy-drink market…. as “energy drink sales increased by 12.5 percent during four weeks ended on Nov. 26, with Rockstar (up 30 percent) and Red Bull (15 percent) on top,” the Times reports …

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