Rebel Case Study



Since its creation over 30 years ago, Red Bull has become one of the most recognizable beverages in the world.  Most people associate the company with strength, energy (duh), and courage. Red Bull has sold over 68 billion cans of its namesake drink and currently employs over 11,000 people. 

Why do we consider Red Bull to be a total rebel? Take a look.

  • Red Bull quite literally rebelled against the beverage industry in 1987 by creating the first energy drink. Red Bull wasn’t just a new product–it was an entirely new product category. 
  • Visually, Red Bull’s branding is intense. The company uses bold text and primary colors to convey feelings of empowerment and confidence.
  • The company’s marketing doesn’t only exist on billboards or behind screens. Red Bull sends “marketeers” into areas with a lot of foot traffic (like shopping squares or college campuses) to hand out cans of Red Bull and otherwise promote the brand. 
  • Red Bull’s slogan, “Red Bull gives you wings,” not-so-subtly states that its product grants consumers the capability to do the impossible
  • Red Bull is regularly endorsed by famous athletes who often have forged their own identities and careers over time. These athletes help to associate Red Bull with perseverance and being brave. 

Other figures with the “rebel” personality type are Steve Jobs and the Harry Potter franchise. What core similarities do you see between these names and Red Bull?

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