PR gives Red Bull wings

During one of my PR modules, we had to do an assignment on companies and their public relations work.
I decided to write about Red Bull, because PR is for Red Bull what salt is for the sea; without PR Red Bull would not be like it is seen all over the world today.

Red Bull is an Austrian energy drink that was launched in 1984 and has been developed into the global market leader in this area. The company doesn’t solely offer its energy drink, but has also initiated a music academy, currently owns two teams in the formula one circus, an acrobatic aeroplanes club called “The Flying Bulls” and besides it is organising a variety of extreme sports events.

From the very beginning of Red Bull, the company decided not to put too much money and effort into advertising to promote its product. Instead, it has constantly attempted to transform its energy drink into a lifestyle symbol by using public relations methods.

Red Bull uses a small quantity of traditional public relations tools like press releases and press conferences, but not everything else is as conventional (for PR in Austria). Most of the traditional PR strategies have been turned upside down in the way that Red Bull decided as it launched the product not to give its energy drink to every retailer available, but to especially smaller ones.
Further, it thoroughly selects the bars and clubs were the product could be provided, to be sure to offer this drink in the suitable environment, where many people need an extra kick of energy.

Nowadays not the sale of the product itself seems to be the most important part of the company’s tasks, but consolidating the brand in the public’s brains by appearing at nearly every event that has to do with action and power. Red Bull always wants to be sure that their merchandising articles become highly desired goods and therefore are often stolen, which possibly makes the ‘thieves’ feel even more connected to Red Bull.

In Red Bull’s opinion, a company can’t get hold of its consumers, if it’s not able to connect with its employees. Red Bull generates loyalty through giving the staff the impression of belonging to an exclusive club.
Red Bull’s strategy to get its potential consumers’ attention and to give them the impression of exclusivity is to make it a little bit difficult for them to get in touch with the product and everything connected with it. Additionally, the company is always keen on connecting some mystery with its energy drink, because, like Kevin Roberts expresses it in his book “Lovemarks: The future beyond loyal brands.”, mystery opens up emotion and is a key part of creating loyalty beyond reason.

The staff of Red Bull is said to be truly believing in its product and stands loyally behind it. This attitude and enthusiasm has an intoxicating affect on the consumers of the product.
The Red Bull company achieves allegiance because of including each member of staff totally on board level (Wipperfürth describes it in his book “Brand hijack: Marketing without marketing").

I personally got the impression that Red Bull is not simply a company to work for, but a mission to live for.

Red Bull is one of the few Austrian companies that use the full spectrum of public relations tools for their company. Hence I’m asking myself, why so many Austrian companies refuse to tap the full potential of PR?