Red Bull

:For the seventeenth century playhouse in London, see Red Bull Theatre.

Marketing

Initially, Red Bull created a strategic program to provide "cool" post-secondary students with free cases of the drink, and then convince them to throw a party. This viral campaign created a noticable ripple effect, boosting sales.

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It was launched in 1987, supported by sleek advertising and, with its high-priced small blue-and-silver can, targeted at young urban professionals. The advertising slogan of Red Bull in the United States, Canada, Australia, Austria, Poland, United Kingdom, Germany, Israel, Bulgaria, Ireland, The Netherlands, Sweden, Greece, Slovenia, Croatia and South Africa is Red Bull Gives You Wings and focuses on the stimulant properties of the drink.

Related Topics:
1987 - Young urban professionals - United States - Canada - Australia - Austria - Poland - United Kingdom - Germany - Israel - Bulgaria - Ireland - The Netherlands - Sweden - Greece - Slovenia - Croatia - South Africa

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Since the initial viral parties, Red Bull's efforts have included sponsoring extreme sport events, including cliff diving and skateboarding. Red Bull also sponsors the Red Bull Flugtag ("flying day" in German), a competition where entrants launch themselves off of a 30-foot ramp in home-made "flying machines" into a body of water.

Related Topics:
Extreme sport - Skateboarding - Flugtag - German

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Having sponsorship presence in the sport for some time, on November 15, 2004, Red Bull confirmed that they had acquired the Jaguar Formula One team from Ford Motor Company, creating Red Bull Racing. In September 2005, it was also announced that Red Bull had purchased another Formula One Team, Minardi. The effective change of control will occur throughout the month of November. On April 6, 2005 Red Bull bought the Austrian football (soccer) club SV Austria Salzburg and renamed it to Red Bull Salzburg. This move has been heavilly criticised by supporter groups within Austria and across Western Europe.

Related Topics:
November 15 - 2004 - Jaguar - Formula One - Ford Motor Company - Red Bull Racing - Minardi - April 6 - 2005 - Football (soccer) - Red Bull Salzburg

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