Business Case Studies & Business Publications

Red Bull (A)

Farris, Paul W., S...

Case

Red Bull (A)

Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, Jordan

M-0663 | Published January 13, 2002 | 12 pages Case

Collection: Darden School of Business

Product Details

This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.