Media Plan

Client: Red Bull

Red Bull Organics by Red Bull
Anish Kantharia
Dillon Vallette
Micaila Gardiner-Bocchini
Anabella Landa
Domonique Neukomm
 Anish Kantharia
Dillon Vallette
Micaila Gardiner-Bocchini
Anabella Landa
Domonique Neukomm
Media Plan
Client: Red Bull
Red Bull Organics by Red Bull
Introduction:
Red Bull is currently the worldwide market leader in the brand category of energy drinks. The
founder of Red Bull, Dietrich Mateschitz, was inspired by functional drinks from the Far East and in the
mid 1980’s began developing the Red Bull drink. In 1987, the first Red Bull Energy Drink was launched
in Austria. Mateschitz’s development of Red Bull sparked the beginning to an entirely new product
category which we know today as energy drinks.
Since its 1987 launch, Red Bull has employed a marketing strategy built very tightly upon
extreme sporting events. Through hundreds of partnerships with brands who are in one way or another
involved with extreme sports, brands like GoPro, who have taken these partnerships to a whole new
level, Red Bull has been able to create very strong brand presence on a worldwide scale. From amazing
creative campaigns and video productions, to incredible events in which well-known celebrities are
sponsored in, Red Bull has been able to expand its brand as the lead brand in the extreme sports
industry.
Red Bull is the 61st brand on the Forbes 2018 “World’s Most Valuable Brands” list, and is
valued at 10.4 billion USD, also it has grossed over 6.8 billion USD in sales in 2017. Red Bull currently
houses 11,886 employees across 171 different countries, with its headquarters located in Fuschl am See,
Austria. An estimated 68 billion cans of Red Bull have been consumed so far. This represents a 4.0%
increase over 2016 sales, and in terms of revenues, sales, productivity and operating profits, provided all
around best figures in Red Bull’s history. Following suite, they plan to demonstrate success in the
Austrian test market with the launch of the Red Bull Organics range, a brand new line to the company
encouraging the current organic trends in the industry.
Through this new line of Red Bull Organics, Red Bull is trying to demonstrate their adaptability
to the “organic” lifestyle trend throughout all industries, specifically within the age range that they target
as a brand. By doing so, Red Bull is trying to not only expand their horizons in terms of product lines,
but also to encourage their existing audience to try out new things and get involved in this new and cool
organic movement. By pushing this within their brand mix, beginning in Austria, Red Bull can
potentially expand its market within the US, logically depending upon its outcome in the Austrian
market.
Product Category:
● Red Bull Energy Drink
● Red Bull Sugarfree
○ Acai Berry and Red Bull Lime Edition Sugar Free flavored in Limeade
● Red Bull Total Zero
● Red Bull Editions
○ Red Bull Coconut Edition flavored in Coconut Berry, Orange Edition flavored in
Tangerine, Blue Edition flavored in Blueberry, Green Edition flavored in Kiwi Apple,
Red Edition flavoured in Cranberry, Yellow Edition flavored as Tropical Fruits
● Red Bull Organics (not currently available in U.S. market)
○ Simply Cola, Ginger Ale, Bitter Lemon, Tonic Water
Brand Category:
Red Bull has a huge presence in the energy drinks brand category, as with the creation of the Red
Bull brand/product, came the development of such brand category. The category is climbing in sales and
still has a lot of more space for growth in the coming future. According to a study conducted by ​Mintel​​,
“U.S. energy drinks and energy shots sales grew by a 5.8% in 2016”. Analysts also predict the growth in
sales from 2016 - 2021 to be around a 47% that can be projected to be around $19.2 USD billion1. The
brand category of organic foods and drinks, in US is on a rise too. As mentioned in an article by
Supermarket Use​​, “​The organic food market hit $45.2 billion in sales, also breaking through to a new
record for an increase of 6.4%”2. This shows a lot of potential growth for the new line up of organic
drinks by Red Bull.

Competition​​:

1
.​https://www.bevnet.com/magazine/issue/2018/energys-evolution-huge-category-energy-drinks-go-next
2
​https://www.supermarketnews.com/organic-natural/maturing-us-organic-sector-grows-64-2017
 The biggest players of the energy drinks category in the United States are Red Bull and Monster
Energy, which account for 80% of all the energy drinks sales in the United States3. Rockstar and Amp
have also proven to be a strong competition in the market of organic products as they have already
released their product line in US, and have a customer base.
● Monster
● Rockstar (organic products)
● NOS (Coca Cola Company)
● Full Throttle (Coca Cola Co)
● Sobe Adrenaline Rush
● Bang Energy Drink
● Amp (organic products)
● Xyience Xenergy
Without a doubt, Monster Energy proves to be Red Bull’s largest competitor. Monster has
outsold Red Bull in the United States and the Coca Cola Company has purchased a 16.7% stake of the
Monster Brewing Company. Even though Red Bull is the pioneer and leading brand in the energy drinks
brand category, Monster (2001) and Rockstar (2002) follow and serve as imitators to the Red Bull
brand. Monster has imitated Red Bull, with a product line ranging in flavors from coffee, orange,
mango, fruit punch, chocolate and lemonade. Rockstar has positioned its products in a way that makes
the consumer feel like they can “party like a Rockstar”.
Brand Positioning:
Red Bull’s positioning as a brand is solely based upon the benefits of their actual product. The
brand’s take on their branding does not come from what they stand for rather than what their product
provides their consumers. With a strong message upfront “Red Bull vitalizes Body and Mind” Red Bull
manages to maintain their message of helping their users “fly” through feeling younger, having more
energy than ever, and through feeling unstoppable. It also holds true with the product’s intention of
making the consumer feel as if they have to let go of fears, and are ready to be a part of extreme sports
activities.

Target Audience:

3
.​https://qz.com/192038/the-american-energy-drink-craze-in-two-highly-caffeinated-charts/#/h/56821,2/
 ● The demographics of Red Bull’s current primary target audience, which we found according to
the ​MRI data index​​, are as follows:
○ Gender: Men & Women
○ Status: Single
○ Ages: 18-34
○ Income: Housing income less than 10,000
○ Occupation: Military specific occupations/ food preparation services
● According to ​Research Methodology​​, the psychographics of the current Red Bull users are4:
○ Explorer, someone who tries new things and takes adventures and risks.
○ Reformer, someone who challenges the norms
○ Middle and Upper class (wealth)
● The kind of media channels mostly used by Red Bull users are:
○ Magazines
■ Rolling Stones Mag, Video Games Mag and Music Mags
○ Radio
■ Alternate Station, Hispanic, Mexican, Spanish and Urban
○ Internet usage
■ Very strong internet connections
○ TV (Prime Time)
■ All night Conan, ABC News Nightlife, 989 Sony NFL Quarterback
Personas:
● Target Audience #1: Stephanie
○ 21 year old
○ Senior in college
○ Likes to ballet and competes in events
○ Takes intensive classes for college
○ Does take yoga classes
○ “I just completed my assignments and need to treat myself with a healthy drink.”
● Target Audience #2: Matt

4
​https://research-methodology.net/red-bull-segmentation-targeting-positioning/
https://www.huffpost.com/entry/organic-food-cities_n_6722116
 ○ 24 year old
○ Completing education of military training
○ Enjoys adventure like hiking
○ Sports enthusiast and follows latest updates on social platforms
○ Health conscious and looking for new organic drinks
○ “After a long day of training and competing in a mountain bike race, I need a new
organic drink to refresh me.”
● Geography:
○ United States
○ Western Europe
​ ampbell Soup Company conducted a study in 2015
○ According to the ​HuffPost, C
outlining the top 10 most organic-eating cities in the United States.
1. Portland, OR
2. San Francisco, CA
3. Providence, RI
4. Sacramento, CA
5. Minneapolis, MN
6. Boston, MA
7. Seattle, WA
8. Austin, TX
9. Philadelphia, PA
10. Washington, D.C.
○ Growing sales5:
■ Turkey (+34%)
■ Northern Europe (+13%)
■ UK (+13%)
■ India (+15%)
■ Netherlands (+15%)
Media Channels:

5
.​https://www.forbes.com/companies/red-bull/#4372674161ce
 Red Bull’s brand expanded in the last years to the extent where they made the decision of
creating their very own Red Bull media house. A place where TV shows, movies, magazines, books and
music is created and distributed - all handled by the very Red Bull brand. Founded in 2007, Red Bull
Media house serves as the “creator, producer and distributor” all-in-one arm of the Red Bull brand.
Constantly producing what they call “premium media” - producing high-end content like photography,
branded products like yearly calendars, and videos of adventurous bikers who ride down crazy steep
cliffs in Red Bull sponsored TV shows.
Red Bull’s impact on media and technology today is so extensive that it even got the brand to be
the producers behind Felix Baumgartner’s leap from outer space to Earth, a record-breaking leap and a
once in a lifetime event. The video hit the 9 million simultaneous views on YouTube. Red Bull media
house mission, “to inspire with beyond the ordinary” is expressed throughout all their platforms, ranging
from product to in-house produced content. The “award-winning and globally distributed multi-platform
media” giant utilizes its media channels very wisely, and even though now we must admit that social
media marketing is everything, it is one of the few recognizable brands in the world that continues on
betting a good percentage of their advertising spendings on traditional media.
Media Channels:
● TV
○ Red Bull is easily recognizable as one of the most present brands on television.
○ Red Bull TV is a multi-platform channel that is distributed digitally on a plethora of
devices and shows live events, sports, lifestyle and unbranded promotional events. Is also
available on Apple TV
○ In the past 30 days, red Bull has had a total of 2,374 airings of commercials on TV.
○ Commonly use cartoon ads to entertain, rather than to persuade consumers to buy
● Magazines (Print)
○ The Red Bulletin is Red Bull’s own magazine that is released once a month (10 times a
year) and features the same things that Red Bull positions itself with
■ Focuses on people who accomplish extraordinary achievements, test the limits of
normal and passionately seek new adventures
■ Targeted at men aged 25-35 who are educated, enjoy an urban lifestyle and have a
passion for success.
Social Media Channels:
● YouTube
○ 7,761,616 subscribers
○ Promotes owned content like seasons of their different YouTube miniseries, like:
■ Who Is Job - a pro surfer worldwide champion who travels the world surfing
■ Sessions - bringing viewers ​face-to-face with the best swells of the year at the best
locations on the planet
■ Signed or Released - featuring soccer players and soccer moves at different
speeds
○ Promotes alternate Red Bull channels, like:
■ Red Bull bike, Red Bull Motorsports, Red Bull Gaming, Red Bull Music and
Culture, etc.
● Instagram
○ Repetitive content includes videos of different extreme sports and Red Bull ambassadors
participating or recording themselves in different Red Bull sponsored events and races
○ Promotes the sponsorship of music festivals and sporting events through all Red Bull
social media handles
○ Utilizes the story feature to boost engagement
○ Red Bull handles multiple instagram accounts, all verified by instagram
○ As well as the accounts listed below, there are also different existing Red Bull accounts
for the different countries, for example: Chile, Spain, Italy, Canada and Brazil - accounts
through where specific event/video content is shared that is linked directly to locations
within the different countries.
○ Some of the most popular Red Bull accounts are:
■ @redbull (9.5M followers)
● Very active account with high engagement
● Official Red Bull account with the most activity
■ @redbullracing (2.2M followers)
■ @redbullbike (634k followers)
■ @redbull_surfing (536k followers)
● Facebook
○ They have a simple bot that sends you a facebook message when you go to their page
 ○ You can ask simple questions, it will make jokes with you and send you gifs
○ The same extreme sports videos from their instagram
● Twitter
○ Their twitter consists of more gifs and pictures about music festivals that red bull
sponsors rather than the extreme sports videos on their instagram and facebook.
○ In recent years they have moved away from their iconic “red bull gives you wings”
animated commercials and focus more on their social media platforms, targeting more
athletes instead of people just needing an energy boost.
○ They use contests to send groups of people on vacation.
○ The contest consists of making extreme sports content for social media
SWOT Analysis:
● Strengths:
○ Red Bull was the first developed energy drink to be introduced and sold and therefore
was the creator of the energy drink product category. This makes the Red Bull brand
synonymous with the term “energy drinks” and gives Red Bull lots of credibility and
reliability to its consumers. Thus Making it easier to launch Organic product line in US.
○ Strong presence in providing sponsorships to all kinds of high action sports around the
globe. This allows the brand to create strong brand positioning and reach mass audiences.
○ The total volume of Red Bull sales is dominated by the US and North American markets.
○ Red Bull is ranked as the 61st most valuable brand in the world, meaning Red Bull has
immense resources they can utilize to implement effective research techniques which in
turn can bring long term growth for the brand.
■ Proper research would enable a very precise plan on how to most effectively
advertise their new Organics line for the U.S.
○ Red Bull is available for purchase in 171 different countries, giving the brand strong
recognition.

● Weaknesses:
○ Drinking high caffeine and taurine contents on a regular basis, and more than moderate
levels, has been linked to health hazards.
 ○ Red Bull Organics line is not currently for sale in the United States, because of this Red
Bull is not able to satisfy a large customer base who desires a healthier, or even organic
alternative to energy drinks.
○ The Red Bull brand garners a lot of negative publicity for its ingredients in their products,
producing negative brand images.
■ This negative brand image can hinder Red Bull’s attempts to provide healthier
alternatives such as the Organics line because of the negative and unhealthy
stigma related to their already known drinks.
○ Although Red Bull is the leader of the energy drink category, it does not have a strong
presence in the soft drinks industry.
■ The Coca Cola Company and PepsiCo are the market leaders.
○ Price and product ratio is expensive when compared to competitors.
■ An 8.4 oz can of Red Bull is the same price as a 16 oz can of Monster.
● Opportunities:
○ Red Bull has not launched their Organics line in the United States yet, so launching in the
U.S. can attract a whole new customer base for Red Bull to target.
■ Customers looking for a healthier alternative to traditional energy drinks would
have access to Red Bull Organics. Consisting of all natural ingredients and no
caffeine, if implemented permanently, can assist Red Bull in increasing its market
share in both the energy and soda beverage categories because they would provide
the healthier alternative consumers are looking for.
○ As part of the newly launched Organics line, Red Bull released a cola, Simply Cola,
therefore there is a window for Red Bull to seize a presence and possibly a market share
of the soft drink industry.
● Threats:
○ Rising health concerns and more health conscious consumers in the United States
threaten Red Bull’s sales because of the immense amounts of sugar in their drinks.
○ The Red Bull brand garners a lot of negative publicity for its ingredients in their products,
producing negative brand images.
 ■ This negative brand image can hinder Red Bull’s attempts to provide healthier
alternatives such as the Organics line because of the negative and unhealthy
stigma related to their already known drinks.
○ The organic energy drink label is starting to soar, meaning there will be lots of
competition for Red Bull Organics to face, especially considering that this line does not
consist of traditional energy drinks but rather more soft drink industry styled drinks.
■ According to ​Natural Products Insider,​ 7 percent of energy drinks launched in
2015 carried an organic label.
○ Competitors: Being the market leader puts a large target on Red Bull’s back.
■ The Coca Cola Company recently purchased a 16.7% stake in the Monster
Beverage Company in 2014. The two companies have already capitalized on the 6
deal and are now pushing the Coca Cola’s Company energy drinks such as NOS,
Full Throttle and Burn in emerging overseas markets.
■ Meanwhile, Monster Brewing Company’s own energy drink, Monster, has
overtaken Red Bull in terms of total sales volume and is the top energy drink
maker in the United States. Monster promotes the use of all natural sugars and
ingredients in their drinks, seeming as the healthier choice to consumers.
Goals and Objectives:
● To launch Red Bull Organics permanently in the United States market.
a. To increase awareness of Red Bull Organic options prior to the United States launch
amongst males & females ages 18-34 in the United States markets by 40% in a calendar
year.
● To increase consumer interference on Red Bull Organics webpage.
a. To increase user traffic on Red Bull’s Q&A website for the Red Bull Organics line
amongst males & females ages 18-34 by 30% within a 6 month time period.
(​https://www.organicsbyredbull.com/us/en/qas-organics-red-bull​)

6
​https://www.naturalproductsinsider.com/regulatory/global-energy-drink-launches-soar-29-organic-rise
Research Memo

Brand Narrative:

Red Bull was the first brand to break into the energy drink market many years ago and doing so has given

them an edge for years against their competitors in terms of brand recognition and awareness. However, as we

have discussed, Red Bull does face some road blocks in certain aspects in this growing market category. Red Bull

has always offered only a limited variety of drinks to their consumers and among these options, none are

particularly healthy. In fact, the brand has faced mass amounts of criticism for the ingredients they use that many

consumers declare as health hazards they will avoid. With the introduction of the Red Bull Organics brand, Red

Bull holds huge potential to turn these exact consumers into brand loyalist for this new product line.

Red Bull Organics is a new Red Bull beverage line aimed at the consumers they have neglected and

ignored for far too long. Red Bull has offered alternatives to their leading Energy Drink beverage before,

including Sugar Free and Total Zero, however these leave something to be desired for the truly health conscious

consumers that Red Bull has been missing the mark on for so long. Red Bull Organics promises to deliver a true,

naturally made and organic beverage to these consumers who are looking for healthier alternatives to the typical

energy drinks already available on the market. Providing these healthy, yet still delicious substitute beverages to

active, health conscious consumers is the entire purpose of Red Bull Organics. The Organics brand will strive to

provide these consumers with a delicious beverage that they won’t have to worry about drinking because of its

ingredient list. Organics will be something that these consumers can feel good about drinking and indulging in.

Red Bull Organics carries certain core values to ensure they meet their purpose of providing consumers

with the healthy substitute to their Energy Drink beverage. These values will assist the Organic brand with

providing the utmost attention to the needs and wants of this new consumer base they are attempting to reach.

Some of the most important values include,

1. Being Active: Red Bull is all about action, the outdoors and the exhilarating thrills of life. Red

Bull Organics is too, and providing a organic, healthy beverage line-up to the active lifestyles that

these consumers lead is held in high regard.

 2. Purity: Red Bull Organics uses only the finest of natural ingredients and nothing more to make

the 4 new flavors of the line up. Pure ingredients to coincide with the pure and toxic free

lifestyles we wish for our customers.

3. Change: Consumers have demanded a healthier Red Bull product for years, and now they are

close to getting their hands on it. Red Bull Organics is all about accepting change and how the

right kind of change, no matter how late, can bring all kinds of good.

Through these values, Red Bull Organics will be able to achieve their mission as a new brand in the

market. What is our mission for Red Bull Organics? To uphold Red Bull standards while introducing and

providing a new customer base with a healthier and exquisite Energy Drink beverage substitute while

emphasizing superb customer service and interaction.

We want to this customer base to know that Red Bull Organics is something new, it’s not Red Bull

Sugarfree or Total Zero. It’s not another spin off of Red Bull Energy Drink under the Red Bull Editions line,

Organics is seperate. Organics is its own entity, completely centered on providing their customers with quality,

truly organic beverages that they can feel great about indulging in. No ifs, no buts, just high caliber beverages that

are made from what nature has to offer for the health centric, active and busy consumer.

Permanently launching Organics in the United States is the smartest thing the Organics brand can do to

allocate this new audience to the Red Bull brand, and our media plan emphasizes on just how Red Bull Organics

can launch here effectively.

Channels and Content:

Red Bull users are dispersed all around the world. In today’s time, it is also very important to reach the

target market at the right time and the right place. Traditional media advertising have been very effective for Red

Bull. They have had very successful campaigns that ran across countries, on Television and Radio, and increased

the awareness amongst a lot of people. However, this is not where it stops. To meet our goals and objectives we

need to be able to reach these target markets effectively on the right time. This has to be done by increasing Red

Bull’s social media efforts, which includes Facebook, Twitter and Instagram, along with having a campaign of
multiple videos released on streaming websites such as YouTube, Vimeo and Dailymotion. At last, a portion of

our budget would be spent on Magazines, Television and Out-of-home advertising.

● Facebook7 8

○ We would like to use the heavily subscribed page of Red Bull to start the awareness of Red Bull

Organics. According to Archrival and Jeff Bullas, Red Bull is consistently ranked in the top 10 of

almost any ‘best of’ list. In line to our goals & objective, reaching males & females in United

States to raise awareness of Red Bull organics, it is highly beneficial for us to have a campaign

that involves interaction with the target market. Facebook is the best platform for such a

campaign. This interaction can be achieved by starting an online game that would include Red

Bull Organic products names and ingredients. Red Bull had a similar successful campaign called

Roshambull that brought in a lot of impression and could be used for increasing awareness of Red

Bull Organics.

● Twitter9 10

○ Twitter is the most consistent platform in terms of having discussions with the target market. It is

very easy for audience to use hashtags and mentions on Twitter to reach to a discussion that they

are interested in. We can use this platform to create the hype needed for Red Bull Organics.

According to Social Bakers and Unmetric, the followers of Red Bull have been decreasing. This

calls for an action start a new campaign on Twitter. We can bring up a new hashtag that goes viral

around United States and everyone starts talking about Red Bull Organics. This will reach to 2.8

million followers and can have a very strong strategy to increase awareness. It will also increase

the traffic of the website that would have all the information about Red Bull Organics, which is

our next goal.

● Instagram11 12

7
​https://media.cmcdn.net/4b220d3437816d6aa859/7898171/743x630.jpeg​,
8
​https://www.jeffbullas.com/the-worlds-10-most-popular-company-facebook-pages/facebook-page-top-10-brand-and-company-red-bull/
9
​https://www.socialbakers.com/statistics/twitter/profiles/detail/17540485-redbull
10
​https://unmetric.com/brands/red-bull#analyze-signup
11
h​ ttps://socialblade.com/instagram/user/redbull
 ○ Instagram is booming in terms of Advertising and Marketing. All the big companies and

organization have flood Instagram with marketing strategies and it has turned out to be so

effective that Instagram has released marketing pages for these companies to track. Red Bull has

a very strong Instagram page as well that we will be using for putting out our content to raise

awareness of Red Bull Organics. As stated by a stats on Social Blade and Statista, Red Bull

followers are increasing on a daily base this is why it is crucial for us to invest majority of our

budget in this platform. We can start a campaign such as what was done previously for Red Bull’s

new flavor called “Summer Edition”. The campaign reached to 1.2 million audiences and was a

very successful one. If we come up with such a campaign with new hashtags for Red Bull

Organics, we will be reaching closer to achieving our goals.

● Streaming Sites13 14 15

○ A lot of Red Bull users are thrilled by the video content that is produced by Red Bull and the best

places to reach people with video marketing are YouTube, Dailymotion and Vimeo. The previous

successful video campaign of Red Bull was when called Red Bull Stratos. They released a man

jumping off from near-space (23 miles high) and landed on Earth. According to Forbes and Ad

Age It generated around 8 million views for Red Bull and was definitely successful in generating

awareness of the brand globally because the sales increased by 13% over the year. Not a big

majority of our budget would be going in the streaming sites marketing thus not the same results

would show. However, if we implement Viral Advertising and create something that stirs the

target audience that would generate close to what Stratos campaign did with less amount of

budget involved.

● Magazines, Television and Out-of-home16

12
​https://www.statista.com/statistics/536986/leading-fmcg-brands-instagram-followers/
13
​https://www.forbes.com/sites/michaelhumphrey/2012/10/14/red-bull-stratos-live-topped-8-million-concurrent-views-on-youtube/#5be538c3606
14
​https://digiday.com/marketing/15-stats-brands-should-know-about-youtube/
15
​http://contentdesigned.com/11953-2/
16
​https://b2b.redbulletin.com/fileadmin/upload_media/redbulletin/download/ratecards/MD_TRB_US_2018.pdf
○ The most amount of budget spent is usually done over these channels. They have been very

effective throughout campaigns and it would not make sense to not include this in our campaign.

Red Bull is part of many sporting events and is in touch with a lot of big sport personalities. For

the new Red Bull Organics, however, it would be more effective to use film personalities to

portray Organics as this has a different branding than the original Red Bull. These personalities

can be a part of Magazines photoshoots, TV ads and even Billboards posted along the highway.

Red Bull owns their own monthly Magazine called the Red Bulletin, and according to the Red

Bulletin media kit, the average age of the readers is 34. This fits exactly in our targeted market

thus this will be the only magazine used and will be sent out to all different newspaper to issue it

with their newsprint. For TV we will buy the spots and one 30 second ad for people to get

introduced to the product, and also use the strategy of product placement. Similarly for

Out-of-home we can focus on using photoshoot done with the celebs and post this boards along

the city for a high frequency.

Budget for Media Mix:

In 2012 Red Bull’s marketing budget was almost 1.6 billion dollars. This represents 30- 40% of their

2012 revenue17. According to our previous research in 2017 Red Bull had 6.8 billion in revenue. (Red Bull) If

30-40% of that budget is allocated to marketing it leaves between two to three billion dollars. Since we are

focusing on the organic line 10% of the overall marketing budget will be allocated to Red Bull Organics at 600

million.

Budget What is being bought Percentage of total Budget

$​100,000,000 Facebook 16.7%

$​100,000,000 Instagram 16.7%

$​100,000,000 Twitter 16.7%

$​67,000,000 Television 11.2%

$​66,000,000 Out of Home 11%

$​67,000,000 Magazine 11.2%

$​100,000,000 Streaming Services 16.7%

Timeline:

● Social Media:

○ Facebook, Instagram, and Twitter can be used to increase Red Bull Organic awareness in the

target audience’s mind.

○ Micro influencers will be used to disseminate media content, as well as to perform contests and

Red Bull product giveaways through the course of the pulsing months within the different social

media platforms (Instagram will be used mostly for contests and giveaways, while Twitter and

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http://wordcloud.iscom-digital.com/great-red-bulls-marketing-strategy/
 Facebook will be used more to disseminate videos and pictures of Red Bull products and

influencers consuming the actual products).

○ Continuous pattern for all social media platforms year round with pulsing months May-July.

● Television:

○ Flighting pattern- Television spots will air in prime months, May-July and November-December.

● Out of Home:

○ The purpose of this media channel is to catch the eye of consumers and motivate them to

purchase from the Red Bull Organics line.

○ Continuous pattern- Out of Home advertisements will be displayed year round.

● Magazine:

○ Flighting pattern during colder seasons to provide visual advertisements for the organics market.

● Streaming Websites:

○ Flighting pattern during colder seasons since we are utilizing social media heavily during warmer

seasons. This will fill the lack of media during the colder seasons.
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