Anyone interested in brands and marketing must be wondering if Red Bull got wings on Sunday last or if they lost stripes. I came across a really interesting blog entitled “How Controversy can Benefit your brand” Logic would suggest that Sunday last was an unmitigated disaster for Red Bull. But was it?
Here’s what the “Brand Like a Rock Star blog” says about “when controversy can actually help a brand”:
1. When the controversy speaks to the brand’s image. Calvin Klein fashions are all about sex, so generating controversy over sexually-suggestive ads is perfectly in-line with the brand’s image. Red Bull is most popular with young, edgy consumers who thrive on danger. Controversy that positions Red Bull as dangerous is perfect for the brand’s image.
2. When the controversy doesn’t (directly) hurt anyone. The impact of hearing Dire Straits say “faggot” isn’t instantly measurable and is certainly up for debate. Viewing suggestive Calvin Klein ads might be detrimental to someone, but it is impossible to determine who and how. Red Bull has only been indirectly link to deaths such as a 2009 instance where a 21 year-old woman died after drinking four cans of Red Bull. But the drinks were mixed with alcohol, and it was later determined that she had a rare heart condition and epilepsy.
3. When the controversy is temporary. Soon we’ll all forget about “Money For Nothing” again. Calvin Klein ads will be taken down and new ones put up. Some future research will show that Red Bull is safe. For all of these brands, the controversies will come and go and come again. While controversy is good for each of these brands, it cannot be the only thing driving them forward. They can thrive on temporary controversy, but seldom can controversy form a brand’s primary directive.
Controversy, handled properly, can be a great thing for a brand. For the right brand at the right time, it can quickly help build brand identity, create excitement, raise awareness, and move product.” (end of quote from rock star blog)
I believe Red Bull wears controversy well and given Red Bull’s flopping sales in the past 2 years in T&T, its Chaguaramas Flugtag could give its sales some wings. That said, I don’t believe Red Bull’s only issue is it’s “promotions” P. It also has to figure out its relevance in terms of pricing, its limited varieties and lack of availability. (distribution) We marketing folks like the sexy stuff like Flugtags. But no matter how many times Beenie Man tells us that “we’re drinking rum and Red Bull”, the road march last Sunday, if when we go to our local watering hole, its price is out of reach, then we get on like Monsters.
