Red Bull Vs. Coca Cola

Red Bull and Coca Cola are two incredibly successful companies that merely sell tasteful highly caffeinated drinks. How did they become so popular and successful? Are their consumers mainly caffeine addicts or sweet tooths that just HAVE to have that sugar fix? No. Red Bull and Coca Cola became so well known because they made their products a lifestyle. Red Bull aligned it's brand with extreme sports and action, while Coca Cola aligned it's brand with unity and relationships. The brand does not just provide value to the customer, but unveils the inner individual. People are externally defined by the products consumed and the inner person portrayed. Therefore, these two companies created a way of life - the true addictive drug.

RED BULL:

Red Bull is a high-concept drink that takes content marketing to a new level. Content marketing is defined as "a brand that gives something valuable, to receive something valuable in return."  Red Bull does just that! Red Bull provides storytelling material that draws the consumers, viewers, and readers to the specific brand. Want to see a man who flies over the tops of trees in a bat suit or a young parkour expert who can leap from rooftop to rooftop like Spider man? Just CLICK. Red Bull associates there brand with adrenaline junkies and adventure enthusiasts and draws in a customer base with people who enjoy similar adventures or are merely excited about watching them on social media sites such as Instagram, Facebook, and Twitter. Red Bull has 2 million followers on Twitter, 43.8 million likes on Facebook, and 3.3 million followers on Instagram. Red Bull is not just a brand, but a community that people want to be a part of. That is the secret to Red Bulls success.
 

COCA COLA:

In comparison, Coca Cola has been creating a lifestyle since 1886. With 90 million likes on Facebook, 3 million followers on Twitter, and 801,000 followers on Instagram, Coca Cola has successfully taken the social world by storm. One will find Coca Cola's brand and most every event, including music festivals, concerts, world cups, the Olympics, iron mans, marathons, and many more. Therefore, like Red Bull, Coca Cola associates it's brand with excitement and lifestyle. However, Coca Cola reaches a larger customer base by reaching the family and friendships that are close to the heart. Coca Cola has started a campaign called "Share a Coke" that has encouraged people to not only market the brand themselves, but become personally associated with the brand by having their very own name on the product. Furthermore, Coca Cola has targeted the hearts of consumers by participating in grassroots projects and committing their brand to assisting those in need - bringing the world together one coke at a time. By purchasing a Coca Cola, one becomes part of a movement to better the world and become part of a larger community. Similarly to Red Bull, the ideology Coca Cola has created is what has set them apart.

 

Both companies sold a VISION and a LIFESTYLE. What will your company choose to sell?