Red Bull, now officially out of original ideas, signs Reggie Bush
Posted on Thu Jan 29 2009
In 2001, the marketing tactics behind Red Bull's seemingly overnight success were veiled in mystery. The brand, which rarely gave interviews, always seemed to be in the right nightclubs, at the right sporting events and in the right people's hands. Everything about it was unique, from its distribution (people in vans) to its TV ads (crudely animated spots where people fly away after drinking it).
Inevitably, the competition caught up. Monster kicked its butt with a bigger can, and Rock Star, Amp and others ate away at its marketshare. So, what does the Red Bull do? Launch a cola, and hire Reggie Bush.
Bush, who is barely an elite player, is no stranger to partnerships. He has had deals with Adidas, EA Sports, Hummer, Subway, Pepsi and Adidas. What's next, Red Bull, a taste test? Those seem to be popular these days. Maybe you can get Snoop Dogg to appear in your ads, too. No one has ever done that before.
—Posted by Kenneth Hein
