Red Bull was the first pioneering brand in the energy drinks market. ‘Being the first gives a brand the opportunity to create a clear position in the minds of target consumers before the competition enters the market’ (Jobber page 317)

The augmented model illustrates how Red Bull built a counter-culture brand which attracted its target consumers:

At the heart of Red Bull was the core product: An alcohol free carbonated energy drink containing the same amount of caffeine found in one cup of coffee. The initial marketing results illustrated that 50% of the test group thought the taste was ‘terrible’ whilst the other 50% ‘was crazy about Red Bull.’ This conflicting consumer outcome enhances the controversy of the product hence drawing attention from consumers to try the product and see which group they are in.

Augmented product known as the brand which constitutes the brand image, quality, design, packaging etc. Red Bull created a differential advantage by augmenting its brand through its image and design. The image was based on exclusivity, creativity, euphoria and unconformity. These image attributes increased the brand awareness and its popularity amongst the ‘Generation Y-ers (18-29 year olds) who were heavily into pop culture and extreme sports and saw Red Bull as an ‘anti-brand’. Aligning with the brand image was the brand design a logo with ‘two thing necked crimson bulls in opposing charge’ and established slogan ‘Red Bull gives you wings’ which reinforces its aphrodisiac and adrenaline fuelled properties associated the with the brand and its link to extreme sports such as ‘BMX biking, kite-boarding, extreme snowboarding’ which are non traditional adventure sports, which was indirect competition with other competitive energy drinks such as Lucozade or