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Red Bull’s TV marketing strategy focuses on young people. The central theme is giving wings to the youths so that they can fly beyond their limits. Young people fly so high after taking Red Bull. The advert uses young sportsmen and an astronaut, all of whom jump to or from great heights.
A bicycle rider and a motor bike rider fly their bikes in the air and land safely on earth. The motorbike rider summersaults on his bike and lands safely on the ground. The astronaut jumps from his spaceship to a very low point, but lands without any difficulty. The central theme is Red Bull gives wings to young men anytime they need them (Pelsmacker, Geuens & Bergh, 2004).
Positive Strategy of the Central Marketing Theme
The theme is very appropriate for youths. Most young people, between 18 and 35 years, are very active in sports and invention. Therefore, the ad takes advantage of this group of youths and promises them wings to fly beyond the limits of their abilities (Red Bull Gives You Wings, n.d.).
Negative Marketing Strategy
Coca-Cola and Pepsi are the two strongest competitors in the market. Their commercials are equally thrilling. However, their drinks do not give people enough energy to fly. The Coca-Cola drink only prevents a footballer from falling and enables him to score goals while Pepsi only makes a man who drinks it energetic enough to re-start a dysfunctional escalator. Therefore, compared to Red Bull, the two drinks do not provide enough energy to make people fly (Red Bull Marketing Campaign, 2014).
Creative Marketing Strategy
I will major in television marketing. The characters in the adverts will fly just as in the original advert. The ad will involve a young man and his girlfriend travelling in a plane. The plane will crash and everyone on board will die.
There will be no one to help them out. Then the young man will remember his Red Bull can and fish it out of his bag. After taking a sip of his drink, he will fly his girlfriend to the ground and go back to save the other people at a lightning speed. Red Bull makes him so strong that he manages to save everybody in the plane just before it explodes.
Pelsmacker, P., Geuens, M., & Bergh, J. (2004). Marketing communications (1st Ed.). Harlow: Financial Times/Prentice Hall.
Red Bull Gives You Wings [image]. n.d.
Red Bull Marketing Campaign. 2013.