143 Video: Red Bull’s Extreme Brand Alignment

The energy drink Red Bull has developed a fun, edgy, maverick identity to match the young adult segment it targets. To stay true to this brand identity, Red Bull’s leadership decided not to go with business as usual and only sponsor sporting events like they usually do. In Addition, they set out to control the entire brand experience in a different way by creating new extreme sporting events, for example, they broke a couple of world records at their highly publicized Stratos event.