It is predominately generation Y males across the globe who find themselves in the crosshairs of Red Bull’s wildly successful marketing plan. This being the case, I did some digging to find out why this approach has been so effective for them. A 2012 research study conducted by Kaohsiung Medical University (located in Kaohsiung, Taiwan) endeavored to “to examine whether exposure to concepts of masculinity increased the desire for energy drinks and whether the use of energy drinks contributed to the achievement of a masculine sense of self.” The study confirms both suspicions and wraps up with: “the finding that consumption of energy drinks reinforces one’s masculine sense of self may provide a partial explanation for why energy drinks such as Red Bull are extremely popular among adolescents and young adults in traditional male-oriented societies.” When we juxtapose the conclusion of this research with Red Bull’s testosterone fueled marketing campaigns it becomes clear that the company understands what drives the demographic they are targeting to purchase and introduces concepts of masculinity to their advertising as a response.
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