After reading The Brand Expands segment from Naomi Klein’s book No Logo, I began thinking of the most aggressive branding campaigns that came to mind. Bizarrely enough, a crushed red bull can beside my chair inspired me to think of all the lucrative advertising Red Bull has done over the years. For such a simple product, Red Bull has sponsored some major events, professional athletes, and has created an unmistakable logo that I could identify from a hundred feet away.
“Brandings current state of cultural expansionism is about much more than traditional corporate sponsorships: the classic arrangement in which a company donates money to an event in exchange for seeing its logo on a banner or in a program. Rather, this is the Tommy Hilfiger approach of full-frontal branding, applied now to cityscapes, music, art, films, community events, magazines, sports and schools. This ambitious project makes the logo the central focus of everything it touches – not an add-on of a happy association, but the main attraction.” (Klein, 29)
Red Bull’s logo is not just applied to banners for events that it sponsors; it becomes the event. Although Red Bull is just a drink, through its advertising it has came to stand for a ‘cool’ alternative lifestyle. Take a look at some of Red Bull’s past events and advertising:
References:
- Klein, Naomi. No Logo: Taking Aim at the Brand Bully.
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