Soft drinks

September 2005

Red Bull: The anti-brand brand

By Nader Tavassoli, Nirmalya Kumar, Sophie Linguri

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

January 2005

Brahma versus Antarctica: Reversal of Fortune in Brazil’s Beer Market

By Donald Sull

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

November 2012

innocent Drinks: Maintaining Socially Responsible Values During Growth (B)

By Celia Moore, Luis Fischer, Mike McCarthy

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

November 2012

innocent Drinks: Maintaining Socially Responsible Values During Growth (A)

By Celia Moore, Luis Fischer, Mike McCarthy

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…