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Red Bull Affects Behavior

Red Bull Affects Behavior. BA492 Nic Jenkins Kahui Kim. Red Bull Logo Affects Behavior. Study shows Red Bull imagery alone can affect behavior Participants played car racing game. Same car used w/ 5 different logos (Red Bull, Coca-Cola, Guinness, Tropicana, unbranded)

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Red Bull Affects Behavior

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  1. Red Bull Affects Behavior BA492 Nic Jenkins Kahui Kim

  2. Red Bull Logo Affects Behavior • Study shows Red Bull imagery alone can affect behavior • Participants played car racing game. • Same car used w/ 5 different logos (Red Bull, Coca-Cola, Guinness, Tropicana, unbranded) • When using the Red Bull car, participants drove faster, more reckless and more risky.

  3. Red Bull Marketing • Sponsorship • Sponsors top athletes from extreme/alternative sports • Event Creation • NewYears • X Fighters • Red Bull Rampage

  4. Red Bull Marketing cont. • Sport Creation • Flugtag • Air Race • Marketing represents a “on the edge” or “push your limits” lifestyle

  5. Generation Y • Directly targets generation Y • Less parental influence • Go to Church less • Seeks expression through brands • Less concerned w/ product. More concerned w/ what the brand is doing.

  6. Red Bull Logo Affects Behavior • Red Bull is so successful pushing imagery that its logo alone can affect a consumer's behavior • What do you think about Red Bull? Is it a brand that pushes limits or just a product that makes an OK chaser?

  7. References • http://www.youtube.com/watch?v=3Z_ze2XF9vQ&feature=relmfu • http://www.businessinsider.com/red-bulls-logo-is-enough-to-affect-consumer-behavior-study-shows-2011-2 • http://www.youtube.com/watch?v=L5N7R9Wbe_E • http://www.youtube.com/watch?v=DwTkaLD-rPU

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