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Union University

Art

Department of Art at Union

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The Department of Art is affiliated with several organizations and programs that enhance student learning:

Recent Student Scholarship

Red Bull Gives You Wings: How Red Bull's Marketing Strategy Helped Them Fly High

Presenter: Sylvana Kempka
Faculty Project Advisor: Haelim Allen

Red Bull is an internationally recognized brand that has taken the energy drink industry by storm. The brand's success in the energy drink market can be attributed to its consistent branding, targeted marketing strategies, and effective use of graphic design to create a unique and memorable brand identity. What makes Red Bull's targeted marketing strategy so unique is that instead of focusing on advertising their products, they create events and experiences for their customers. Red Bull's design is strongly recognizable by the two red bulls charging towards one another in front of a yellow sun. The Red Bull logo is a perfect representation of the brand's name, and it communicates the values of the brand such as energy, strength, dynamic, and rebellion. Red Bull is known for the use of a red and blue color scheme and for their slogan, "Red Bull Gives You Wings." They create unique animated TV commercials in which they advertise that slogan. Red Bull uses social media platforms and popular streaming services to reach and engage their target audience. The company markets its products to athletes and extreme sports enthusiasts, young people, and adrenaline junkies who best fit Red Bull's characteristics and values. This research paper analyzes the company's logo design, packaging design, color choices, and unique marketing strategies, including a comparison with its closest competitor in the energy drink market. Red Bull's success as an energy drink company is a good example of how strong branding and marketing can lead to significant company growth and market dominance.

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