Team​ ​Energy 

 
 

Red Bull: Giving You More Than Wings 

Jacob Earl ‘21  
Jon Helton ‘21  
Sean Ragan ‘20  
Max Warren ‘21  
 Team​ ​Energy 

Hey​ ​Red​ ​Bull!  

 
A name that has become synonymous among groups of adventurous, 
risk-taking, athletic professionals that has trail blazed what it means to associate 
brand and image. From ‘big wave’ surfing, to motocross, skateboarding,and even 
professional soccer, there is truly no limit to the number of public spectacles that this 
brand can participate in by capitalizing on the fullest potential in the ever-growing 
market of fans as well as consumers.  
 
  Red Bull ​is currently listed at 72​nd​ as the most valuable company, with 9.9 billion 
U.S. dollars in revenue in 2019 alone. Hard work, dedication and passion for a craft. 
But quoting your enigmatic slogan, “Red Bull gives you wings,” there certainly is 
unchartered territory to be explored as the sky has no limit. Let’s see how far these 
wings can take us.  
 
This will be a blog targeted towards Millennials. Each post will directed at what 
Red Bull can be doing for its brand.  
 
We are students at Elon University in North Carolina studying strategic 
communications. We are Millennials. We are in college. We want to see how far Red 
Bull can expand its market. Hopefully even further than it has already done.  
 
Best,  
 
Jacob Earl ‘21  
John Helton ‘21  
Sean Ragan ‘21  
Max Warren ‘21  
 
 
 
 
 
 
 
 
 
 
 
 Team​ ​Energy 

Introduction  
 
Red Bull is an energy drink company that pioneered a new category of sports drinks 
with a rebirth. The inspiration of the product became the ​first drink to offer a high 
percentage of sugar, caffeine, or other stimulants, typically consumed during or after 
sporting activity or as a way of overcoming tiredness” In other words, energy drink is 
a functional beverage with a purpose to boost mental and physical state. But, you 
already know this. Red Bull has pioneered its target market from energy drinks to 
extreme action sports, and has broken boundaries with event sponsorships and 
advertising techniques. ​In other words, Red Bull certainly has its wings and has shown 
no signs of falling down. Yet, let us see how far Red Bull’s wings can take them.  
 
Requirements for a Blog  
Audience  
Our audience will primarily be college students  
 
As communications students, we are exploring the processes and techniques an 
organization uses to communicate with its many publics. The organization may be 
corporate, nonprofit or governmental, and the forms of communication include public 
relations and advertising. On top of learning about how organizations communicate, 
we are also practicing our communication skills within Elon University. Usually 
amongst our fellow communications students, but also with our faculty / staff, our 
university directors, the local Elon community and most importantly our fellow 
university students.  
 
Why do they care?  
College students are busy. Red Bull is busy. College students participate in a multitude 
of extracurriculars, events and personal responsibilities. Red Bull is always where 
people need energy. Simply put, college students need Red Bull for their hectic 
lifestyles. To provide them with long lasting energy and to give them their wings. Red 
Bull primarily markets towards those of a particular lifestyle because Red Bull 
becomes a lifestyle. Living life to the fullest and exploring new potential. That goes for 
musicians, athletes, extreme sport athletes, surfers, snowboarders, the list goes on. 
Unfortunately, many Elon students do not fit that demographic. However, they can 
still immerse themselves in the Red Bull lifestyle. They too can get their wings.  
Once college students are exposed to the blog, they will see the benefits and 
opportunities that Red Bull presents for them. Red Bull allows for them to take the 
next step towards their dreams, both professional and personal. The college students 
who immediately become loyal towards Red Bull’s brand and take part in their 
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lifestyle, the more college students that will follow. And hopefully in a matter of time, 
for college students across the United States.  
 
What is already out there?  
 
Blogs: Molly and Alex 
This blog is not current and was posted back in the spring of 2014. The series 
follows Molly Meech and Alex Maloney as they partake in a journey in three regattas in 
European countries, Spain, France and Italy. Fortunately, this blog shows Red Bull’s 
commitment towards athletic achievement and breaking barriers. Unfortunately, this 
blog is not being talked about today and is not currently promoting any potential 
brand loyalty towards prospective audiences.  
 
Blog: Red Bull MotoGP Rookies Cup  
This blog is current and keeps viewers updated on the latest rider blog posts 
from the Red Bull Rookies Cup; an extreme sports event that exhibits motocross races. 
This blog series is interesting, yet really only interests those who follow extreme 
sports and motocross. Our blog will gather interest from a wide audience.  
 
Tone / Point of View  
The headline of each blog post will contain one word that encapsulates Red 
Bull’s brand and how it can be aimed at Elon University students, in particular. The 
blog posts are creative and influential.  
 
Blog Titles  
#1 Philanthropy Details about Red Bull’s Wings for Life campaign  
#2 Wings Global events that Red Bull has built a brand upon 
#3 Music Recap of Red Bull’s sponsored concert featuring Elon students 
#4 Taste  Team members describe Red Bull’s taste 
#5 Space Red Bull Stratos Jump with Felix Baumgartner 
#6 Media Red Bull works with Elon students to create a promotional video  
#7 Alternative Sean’s personal story choosing Red Bull over drugs & alcohol 
#8 Sweat Red Bull provides energy to the Elon Yoga Club 
#9 Team Red Bull is a team, see how they join Elon’s athletic program  
#10 Health  Importance of sleep and enjoyment of Red Bull in moderation 
 
 
 
 
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Formative Research  
The brand that gives you wings sold 6.8 billion cans, up 8%, across 171 countries 
in 2018. Top growth markets included India (+30%), Brazil (+22%) and Eastern Europe 
(+22%). The company has sold a cumulative 75 billion cans since Red Bull was 
introduced in 1987 with a marketing strategy built on extreme events. 
Thus far in 2019, the company has captured a corner of the energy drink market 
in the United States and has earned around 9.9 billion U.S. dollars. Substantially 
beating out rival competitor Monster Energy.  

 
 
Survey:  
To gain an understanding of how Elon students view / consume Red Bull, we will send a 
survey before launching the blog. The survey will ask students:  
1. Do you enjoy energy drinks ? (Yes / No)  
2. What do you think energy drinks are used for primarily among college 
students? (open ended)  
3. Do you know what Red Bull is? (Yes / No) 
4. Have you ever tried Red Bull ? (Yes / No)  
5. On a scale of 1-10 with 10 being the highest; rate Red Bull’s energy drink 
6. On a scale of 1-10 with 10 being the most frequent, rate how often you drink Red 
Bull 
7. What comes to mind when you think of Red Bull? (open ended)  
8. List some events, partnerships or sponsorships that Red Bull has, to your 
awareness. (open ended)  
9. Do you think Red Bull has created a well-constructed brand ? (Yes / No)  
10. How likely would you be to read a blog about Red Bull? (Very Unlikely, Unlikely, 
Neural, Likely, Very Likely)  
This survey will be distributed via Elon’s class Facebook groups and club and organization 
pages through PhoenixCONNECT. The results will allow us to view and measure the 
increased brand awareness and consumption of Red Bull at scheduled intervals. 
 
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SWOT Analysis  
 
Strengths  Weaknesses  
– Target demographic for Red Bull – Location  
– Audience is open and creative – The size of the student body  
 
Opportunities  Threats  
– Multitude of clubs and organizations – Energy drink stigma  
– A growing global perspective from students – Lack of availability  
 
Goal: To increase brand awareness and consumption of Red Bull among college 
students 
 
Objectives 
● To attract Elon University students to read and promote the blog  
● To promote Red Bull’s products and explore new ideas for products 
● To position Red Bull as an alternative against drugs and alcohol  
 
Stakeholder Groups  
● Elon University students  
● Red Bull executives  
● Red Bull employees 
 
Strategy 1: Create “Gives You More Than Wings” blog  
Tactics  
● Create blog on wordpress  
● Post the blog on Elon University’s website, PhoenixCONNECT, ENN, Facebook, 
Twitter, Snapchat, Instagram  
● Post on the blog once a week  
 
 
 
 
 
Strategy 2: Support Elon University students and establish a relationship  
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Tactics  
● Sponsor Varsity, club and intramural sport teams  
○ Varsity Football, Soccer, Cross-Country, Basketball, Baseball, Golf, 
Tennis, Softball, Cheer & Dance, Volleyball, Lacrosse  
○ Club Lacrosse, Club Ice Hockey, Club Tennis, Club Golf, Club Fishing, 
Club Swimming, Club Baseball, Club Basketball, Club Racquetball and 
Club Fencing  
○ Elon Campus Recreation  
● Host events for clubs such as the Elon Yoga Club, Elon Outdoors, DanceWorks, 
Elon’s Finest, Sweet Signatures, RipChord,  
● Sponsor / donate to philanthropic events held by Fraternity & Sororities, 
Elonthon, Relay for Life, Autism Speaks, Habitat for Humanity and Elon 
Volunteers  
● Hold a spring concert with Elon University students performing  
 
Strategy 3: Conduct corporate social responsibility  
Tactics  
● Send a press statement to Jon Dooley, Vice President of Student Life, who will 
send an announcement via email 
● Have representatives speak in front of university classrooms to educate, to 
inform and to promote  
● Partner with university parents, donors and alumni to create an alliance that 
promotes the consumption of Red Bull and their products as an alternative 
against drugs and alcohol  
 
Evaluative Research  
To analyze the effectiveness of our tactics, we will resend the initial survey to Elon 
students twice during the semester. The survey will ask questions regarding levels of 
awareness and participation in clubs, organizations, teams, or simply as a viewer of 
Red Bull’s efforts and our blog. Along with the survey, we will track the level of 
engagement through online platforms such as social media. Instagram, FaceBook, 
YouTube, Twitter, Snapchat; likes, comments, shares, views.  
 
 
 
 
Timeline  
2020-2021 
 
 Team​ ​Energy 

January  - Approach Red Bull with Proposal 

- Meet with Jon Dooley and other 
Elon Faculty 
- Release Surveys 
- Secure Logistics (server space, 
hardware, site housing…) 

February  - Approach Elon Clubs for 

Opportunities with Red Bull 
- Cover Relay for Life 2020  

March  - Begin Promotional Video for 

“Media” 
- Release “Philanthropy” 
 

April  - Cover Elonthon 2020 

- Red Bull Speakers Visit Classes 
- Release “Wings” 

May  - Spring Concert 

- Release “Music” 

June  - Release “Taste” 

July  - Release “Space” 

August  - Release Promotional Video 

- Release “Media” 
 

September  - Release “Alternative” 

- Support Clubs at the Elon Club 
Fair 

October  - Release “Sweat” 

November  - Donate to the Canned Food Drive 

- Release “Team” 

December  - Autism Speaks Holiday Party 

- Release “Health” 
 
Blog Posts 
 
‘Feats’ of Nature   
 Team​ ​Energy 

by John Helton  
It’s safe to say Red Bull has literally gone higher than any other consumer brand 
in the world. In 2012, Felix Baumgartner’s jump 
from the stratosphere reached speeds so fast he 
broke the sound barrier without the help of 
technology except a parachute and a state of the 
arc air tight body suit.  
 
A drop from the edge of space  
required Felix to fall 24 miles. A free fall this high 
took a little less than 10 minutes and it was no easy 
feat. The journey required an 8 hour balloon ride, 
and half way through his ‘barrier breaking’ 
accomplishment, Baumgartner lost total control. 
The loss of consciousness was in part responsible 
for a rapid barrel roll ultimately forcing the oxygen 
out of his brain. 
 
Nevertheless, Bumgartner regained control and 
the project was both a triumph of science and emotion. The data gathered by NASA 
headquarters was furthered research into space travel. Over 8 million people tuned in 
to watch Baumgartner’s jump live.  
 
Redbull’s dedication to creating content shows the money made from selling energy 
drinks provides the means to create spectacular, awe-inspiring events that help 
scientists and other athletes. Supporting Red Bull means you’ll look cool and support 
the creation of more cool things. 
 
Alternative  
by Sean Ragan  
 
As college students arrive on campus this fall, it’s a time of new experiences, new 
friendships, and making memories that will last a lifetime. Unfortunately for many, it 
is also a time of harmful and underage drinking and dealing with its aftermath 
 
According to the 2017 National Survey on Drug Use and Health (NSDUH), 53.6 percent 
of full-time college students ages 18 to 22 drank alcohol in the past month; 34.8 percent 
engaged in binge drinking (5 or more drinks on a single occasion for men or 4 or more 
drinks on an occasion for women) in the past month; and 9.7 percent engaged in heavy 
 Team​ ​Energy 

alcohol use (binge drinking on 5 or more days in the past month). These rates are 
higher than those for their non-college-attending peers. 
  
The consequences of harmful and underage drinking by college students are more 
significant, more destructive, and more costly than many parents and students 
themselves may realize. The most recent statistics from the National Institute on 
Alcohol Abuse and Alcoholism (NIAAA) indicate that drinking by college students ages 
18 to 24 contributes to an estimated 1,519 student deaths each year. In addition, there 
are an estimated 696,000 assaults by another student who has been drinking and 
97,000 cases of sexual assault or date rape each year. 
  
The consequences do not stop with only physical and mental effects. In fact, about 1 in 
4 college students report academic consequences from drinking, including missing 
class, falling behind in class, doing poorly on exams or papers, and receiving lower 
grades overall.​4 

In a national survey of college students, binge drinkers who consumed alcohol at least 
3 times per week were roughly 6 times more likely than those who drank but never 
binged to perform poorly on a test or project as a result of drinking (40 vs. 7 percent) 
and 5 times more likely to have missed a class (64 vs. 12 percent).  

In my four years at Elon University, I have seen the very worst of drugs and alcohol 
alike. Both from an outsider and from a personal perspective. These substances 
consume all social activities and lead to dire mental health effects.  

If only there was an alternative product that could be substituted in for alcohol. A 
globally recognized product from a ground breaking corporation. After careful 
consideration, Red Bull is the unanimous pick.  

Giving long lasting energy and providing a healthier and safer option for college 
students to consume on a social level. It is still advised to drink Red Bull products 
moderately and responsibly.  

From my personal experience here at Elon, I have taken days off, weekends off and 
even weeks off from binge drinking. It has not only improved all aspects of my life, but 
I have been able to stay committed to my academics and my extracurriculars. Red Bull 
is all about living life to the fullest and breaking boundaries in everything that we do. It 
is a perfect match for Red Bull to want to provide college students with an alternative 
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against binge drinking in order for them to stay focused on their goals. To keep their 
wings and to keep flying high.  

So next time you are at a party, you will not only see me with a Red Bull in my hand, 
but I hope you have one as well.  

 
 
Philanthropy  
by John Helton  
 
When you say the name Red Bull by associated some of the world’s most exhilitarting 
sports come to mind. Over 500 extreme sports have been sponsored from base 
jumping to motocross racing. Statistically speaking, a number of participants are 
bound to face life changing injuries sustained from their passion of thrill, or even 
living their day to day lives. Since 2004, Wings for Life was envisioned by the CEO of 
Red Bull himself with a mission to find a cure for spinal cord injuries.  
 
Wings for Life is dedicated to finding a cure, if not more practical solutions, for spinal 
cord injuries. The inspiration behind Red Bull’s mission are two-time motocross world 
champion Heinz Kinigadner and the founder of Red Bull, Dietrich Mateschitz. In 2003, 
Kinigadner’s son suffered a tragic accident that left him tetraplegic.  
 
Expertis say that with enough research and 
advancement in modern technology there is 
reason to believe that spinal cord injuries can be 
cured.  
 
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Wings for Life has since established itself as a significant contributor in spinal cord 
research by using Red Bulls large reach and followers to create support to raise 
awareness for their cause.  
 
Each year, Red Bull receives more than 250 applications from eager scientists willing 
to work alongside the dedicated research team. Bioinformatic project for data-sharing 
and harnessing big data to accelerate breakthroughs while working alongside industry 
developers to look deeper into the potential to finding an answer.  
 
 
 
 
Music 
by Jacob Earl 
 
While Red Bull has more than made a name for itself 
in the sporting world, having a hand in everything 
from Formula 1 racing to Major League Soccer. But 
one venture not as well-known, but equally exciting, 
are the Red Bull Music Festivals. Held in major cities 
across the world, including New York, London, Los 
Angeles, and more, the festivals sometimes feature 
more than 100+ artists, and are made up of live 
concerts, conceptual shows, talks, and intimate 
nightclub acts. The purpose of the festivals are to 
celebrate the diversity and various cultures (past and 
present) that make up the cities they’re held in, be 
that the voices of the cities’ streets to the queer experience. The festivals boast a wide 
variety of artists, from huge names in hip-hop such as FKA Twigs and Lupe Fiasco, to 
local house artists, to drag queens. Like all of Red Bull’s other endeavors, the music 
festivals are all about experiences, and are about creating an exciting atmosphere and 
one-of-a-kind events for people of all creeds and cultures to attend, all while making 
history for innovativeness.  
 
 
 
 
 
Health 
 Team​ ​Energy 

by Max Warren 
 
 
Red Bull is always there when you need to cram for 
a final or finish a term paper. This is one of the 
reasons why Red Bull is so popular among 
students. But it is important to remember that the 
Red Bull brand stresses living your best life. For 
your upcoming finals, I’d like to remind you that 
self-care includes sleep. 
 
Healthy sleep patterns are not commonly seen as a 
necessity for college students. Academic, social, 
and athletic commitments often take priority over a good night’s sleep. I promise you 
that sleep is important and the science agrees. 
 
“Causes and consequences of sleepiness among college students,” is a 2014 study 
published on the US National Library of Medicine. The study revealed that 70% of 
college students receive inadequate sleep. The study displays links between sleep 
deprivation and academic failure. The study also notes that sleep deprivation 
significantly increases the risk of depression and physical accidents. 
 
I hope that over the course of your finals, you remember the value of sleep. Red Bull is 
there for you in your time of need but please remember that while an excellent 
pick-me-up, Red Bull is not supposed to replace sleep. 
 
 
 
Taste 
by Max Warren 
 
It’s summer. We’ve left Elon’s busy campus for another much needed break from 
classes. That means I have to find something else to write about. Today I’m going to try 
to explain the taste of Red Bull, and provide some information as to why it tastes so 
strong. 
 
Surely by now you at least know what Red Bull tastes like. It’s the most popular 
energy drink on the planet, young adults are its target market, and you’re currently 
reading a Red Bull blog. So, assuming you have the experience of trying the drink, you 
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likely also have no idea how to describe the taste. Red Bull simply tastes like Red Bull 
it’s a completely original flavor to me. But, to avoid leaving you empty handed, I’ll try 
my best to find the words.  
 
 
The word that comes to my mind when I taste a Red Bull 
is sweet. It tastes like a fruity sugary soda. Almost like a 
combination of peach and classic bubble gum. This is due 
to the large amount of sugar and flavoring in the drink. 
 
Red Bull designed its drink around caffeine. According to 
Dr. Rachel Poole and Dr. Michael Tordoff in their study 
titled “The Taste of Caffeine,” caffeine tastes bad. The 
authors write, “​caffeine is a poor prototypical bitter taste 
stimulus because it acts on bitter taste 
receptor-independent pathways.” In other words, 
caffeine triggers your taste buds designed to pick up 
bitterness. Because of this bitter taste, energy drinks and 
sodas that contain caffeine must heavily rely on other flavors to mask the taste.  
 
I’d also like to mention that if classic Red Bull has too strong a taste for you, I’d 
recommend sugar free or flavored Red Bull. Many people cite the acidic taste of Red 
Bull as negative trait. The flavors are masked better in the other varieties in my 
opinion. I actually prefer sugar-free Red Bull. 
 
So if you are a Red Bull fan, do you agree with my peach-bubble gum analysis? Let me 
know! 
 
 
 
 
 
 
 
 
 
 
 
 
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