2 K O O B THE RED BULL PHENOMENON: Y A PL CE N HOW TO BECOME A SUBCULTURAL E I PER X E D POWERHOUSE N A R B E H T Decades ago, one brand broke away from Spectacularly exemplified by Red Bull, total brand the confines of the fizzy drink category experience is a desirable end goal for brands looking to to become a subcultural powerhouse, become category leaders and drive more value beyond TOTAL BRAND EXPERIENCE IS what can be derived from products alone. synonymous with energy, risk and adventure. A DESIRABLE END GOAL FOR Total brand experience can be an attractor, but its power While watching brave folk gamble with their lives, even lives in building retention and loyalty. Brands using BRANDS LOOKING TO BECOME the most risk-averse consumers could feel part of an this strategy are looking beyond traditional marketing CATEGORY LEADERS. adventure and a community of action sports lovers. channels to connect with audiences, building on their Founding its phenomenal power in the minds of those core brand positioning to drive brand experience across seeking enjoyment from extreme pursuits, Red Bull’s the long term and using brand as the compass to guide wide-ranging sponsorship strategy backed racing teams consistency, familiarity and deeper meaning. and other extreme sporting events and professionals, And it’s not just critical for brands wanting to foster a while giving amateurs the chance to participate in Soap spirit of adventure. Regardless of the brand’s objectives Box, Flutags and Esports events. –whether your product offers comfort and well-being or This was a brand experience that created novel enables personal betterment or self-expression – it’s the spectacle, ‘gave wings’ to daring competitors and, ‘total’ brand experience that connects your product to the in turn, established the brand as a global icon. daily life of the consumer.