This case describes the history of the Red Bull brand and as a company promoted and harnessed the word-of-mouth to build a new product category (functional energy drinks) and the brand franchise. Case Finally requests the reader to consider how the Red Bull will respond to competitive challenges in the United States. The case was written to stimulate discussion of unconventional brand-building strategy and the increasing globalization of brands and products targeted at young consumers. "Hide
by Richard Johnson, Paul W. Farris, Jordan Mitchell Source: Darden School of Business 12 pages. Publication Date: January 13, 2003. Prod. #: UV2928-PDF-ENG
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