This case describes the history of the Red Bull brand and how the company encouraged and used word-of-mouth to build a new product category (functional energy drinks) and franchise brand. The case concludes by asking them to think about the reader, such as Red Bull should respond to the challenges of competition in the United States. The case was written to promote discussion about unconventional brand-building strategies and the increasing globalization of brands and products targeted towards younger consumers.

This case describes the history of the Red Bull brand and how the company encouraged and used word-of-mouth to build a new product category (functional energy drinks) and franchise brand. The case concludes by asking them to think about the reader, such as Red Bull should respond to the challenges of competition in the United States. The case was written to promote discussion about unconventional brand-building strategies and the increasing globalization of brands and products targeted towards younger consumers.
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from
Richard Johnson,
Paul W. Farris,
Jordan Mitchell
Source: Darden School of Business
12 pages.
Release Date: 13 January 2003. Prod #: UV2928-PDF-ENG
Red Bull HBR case solution