ï»¿Interview structure: Semi-structured
Personal information (Warm up)
- When/ Why do you drink Red Bull? Related to sports/parties/whenever/when sleepy..
To be honest, most of the time I drink Red Bull is when drinking at parties. In Mexico, sports culture is different than in Europe. The first thing that comes into my mind when thinking about Red Bull is how the drink (with Red Bull) will make me feel as energetic as if I was doing an extreme sport. It is true we associate Red Bull with extreme sports, but it doesnÂ´t necessarily mean we actually practice it.
Would you say you lead an energetic lifestyle?
Yes, I would consider myself quite energetic. I like to be active all the ...view middle of the document...
Different market? No. That leaves us with the hypothesis that they were lucky to be the first in the market and they have been doing a great job with their marketing work concentrating in â€˜guerrillaâ€™ approaches.
Do you perceive yourself as a member of the Red Bull community?
If being part of Red Bullâ€™s Facebook group means being a member, then yes.
Why do you follow content provided by Red Bull?
Yes, I am a fan of watching extreme sports, and Red Bull does a good job in entertaining me in this way. They keep me up to date as well.
In your opinion, who do you think is Red Bulls target market?
People passionate about energy. Their marketing is mainly about extreme sports but that doesnÂ´t mean their target market needs to like extreme sports. I know many people who are fans of RB and do not like extreme sports.
What do you think about the advertisements of Red Bull you have seen?
Red Bullâ€™s advertisements are not about the drink itself. It is always about how Red Bull brand is always present in energetic situations, mostly extreme sports.
When you think about the brand Red Bull, what comes you at first in mind? (E.g. thoughts, feelings, images)
First of all energy. Wings! A guy in a motorcycle jumping a mountain, people surfing, jumping from a building with a parachute, skateboarding, etc. At the same time I always remember of my parties with friends and my mom telling me not to mix Red Bull with alcoholic beverages.
In your opinion - what does Red Bull stand for?
1 word = Energy
How do you view Red Bull now--as a beverage company or as a media company?
Both. For Red Bull to keep in the market they have to act as both, as media and as beverage. If their unique selling point is mostly about their marketing, then they have to invest resources to stay as the market leader.
Which values or attributes do you connect with the brand Red Bull? Which value is the core value?
Energy, party, extreme, wings