Case Study: Redbull

Redbull is more of a marketing agency than an energy drink brand.

One look at Redbull's Instagram page and I will become very clear...

Redbull doesn't sell an energy drink.

They sell ADRENALINE.

Each and every post persistently communicates

The Big Idea of adrenaline to their audience

So that when their customers drink a Redbull

They communicate something of their own identity to the world

As it relates to adrenaline seeking.

The stats:

Redbull sold nearly 12 billion cans in 2022

Up from 4 billion in 2011.

In the USA they hold a 42.5% market share for energy drinks

My point is this:

Selling a big idea before the product

Is what gives a brand strength of image

To become a symbol of identity and status.

Because high value customers can much easier buy an idea

than a drink can.

...Or a t-shirt.

Truly,

Elijah