Video Assignment: How Red Bull Got the World Hooked on Energy Drinks

The slogan, "Red Bull gives you wings," means which of the following?

All of these are possible interpretations of the Red bull slogan.

Why might Red Bull create its own sporting events, music festivals, and other promotional opportunities, rather than "slapping their name" on existing events, as the reporter in the video put it?

Creating its own events gives Red Bull exclusive venues in which to promote its brand and ensures complete control over the promotional aspects of these events.

Which of the following statements is true with respect to Red Bull's efforts to establish integrated marketing communications?

Red Bull focuses on guerilla marketing, but integrates across multiple platforms to communicate a consistent message.

Why would Red Bull invest money in sponsoring extreme sports and other edgy activities, given that only a small percentage of their target customers are likely to engage in such activities?

The high-energy image portrayed by these events gives Red Bull customers the sense of adding a little excitement and energy to their own lives.

Red Bull's promotional efforts make it clear that the company's desired brand image is a(n) ____________.

adrenaline-fueled lifestyle