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…