Everyone globally is aware about the leading energy drink,Austria based Red Bull. A whole lot of case studies has been written about the same, focussing on branding and other allied aspects of marketing, viz. promotion. Yours truly had been witnessing one of the unique promotional strategies of this novel brand in the Sultanate of Oman for the last two years. Being a brand especially targeted to the youth segment of the society who are not only health consciousness, but also the upwardly mobile cutting across demographies (read students, corporate executives, professors),the brand presents its attributes through adventure sports. The bicycle specialist roped in from Europe having expertise in making acrobatic displays stunning jumps from one peak to another trough to the applause of the audience present. Yours truly witnessed the event two years in succession in the leading colleges and universities especially when the institutes are busy arranging events like Career Fairs/Job Fairs which in turn draw huge audience from different parts of the Sultanate.To add to this extravaganza the company distributes free samples of Red Bull and the acrobatic display has a DG in the background revealing the dynamism of the brand.The approach adopted to relate the features of the brand with the promotion and advertising is a marketing professional's delight. The video of the eye-catching promotion would soon be attached to this blog. Meanwhile,read and comment.
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