Vol 5 No 1 (2014)

Red Bull – It Gives You Wings! An Examination of the Emotional Experiences That Drive the Brand for the Popular Energy Drink

Gregory Charles Rogers
Athabasca University
Approaching Van Dyck by Neil McClelland
Published January 30, 2014


The article examines the emotional experiences that drive the brand of the popular energy drink known as Red Bull. This article explores the narrative of the brand and how it connects with the emotions of its customers, with a particular focus on the clever way in which marketers create and sponsor extreme sporting events and activities. It also examines the emotional labour that goes into creating and sustaining the brand, and how the company engages their spokespersons and customers in telling their brand story and forging strong emotional bonds with their customers.