Red Bull's Invisible Marketing

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I'M BACK with a marketing analysis of one of my favorite brands, Red Bull. We're discussing their invisible content marketing and why I think it's so effective. The place I want to start is with a question: Why would a brand spend $65 million dollars on the Stratos Jump of Felix Baumgartner only not to show their product on screen?
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Music:
Lex - Jonny Greenwood
• Track 7
Hanz - Start
/ start-1
Chelsea McGough - Right as Rain
Licensed through soundstripe
Shownotes:
Red Bull Ad Age WriteUp
adage.com/article/special-rep...
Red Bull's Stratos Jump (short and long cut)
• Felix Baumgartner's su...
• Red Bull Stratos - Wor...

[@CoffeeBreaks]

Sorry about the absence, lot's of changes required me to step back and work BTS for a while... but now that I'm back, I just wanted to say that I'm so thankful for you, the audience, watching these videos. It is thanks to each and every one of you that any of this is possible. From the bottom of my heart, I appreciate you all.

[@nathanalonsogodinez9905]

Coffee Break everyone needs a coffee break once in a while😎

[@Baseit]

I've always enjoyed your longform videos since I found your channel. Quality over quantity, always. ^.^

[@tylerm6747]

Quality > Quantity

[@lotsoffun4939]

Love you buddy, great vid

[@DementedDuskull]

*lots *grabs popcorn*

[@bassahaulic]

Was this a Red bull ad the whole time?

[@adarshsrivastava1941]

Who Knows...

[@firozosman]

Ooooooh, that would be diabolical

[@rileyl2046]

Yes

[@zerid0]

If it was, he wouldn't have shown the can... Or would he?

[@jessdriscoll1056]

idk but it made me want redbull

[@vibinpenguin7021]

Plot twist: this was an ad

[@manthanpakhawala6365]

CoffeeBreak's second channel is the first channel's invisible marketing. Long time no see here! Good to see you back!!

[@gnuMan]

He has a second channel. Holy shit. thanks m8

[@Inari_the_Fox]

0:40 CB: "Behind that ad was thousands of human hours and millions of dollars!" Ad: "If you can clear this, you are legally skilled!"

[@wendysobamaman2179]

The forbidden texts

[@jason9875]

I can't believe this was CoffeeZilla just a few years ago. Amazing transformation in look, brand, and voice.

[@JuanMPalacio]

I’ve always found Red Bull’s advertising really interesting. I love when they give away free cans of Red Bull at events or at my university. One time at my university the people handing them out were pouring some on the ground. I asked what they were doing and they said that they weren’t able to give them all away in time and they were going to lose their jobs if they came back with any. So they gave them all to me. I got addicted and it was awesome having so many in my fridge... until I ran out and then had to buy Red Bull which is overpriced.

[@TheChickenRiceBowl]

I wouldn't support the brand after they told me they'd be fired for not handing out enough Redbulls.

[@JuanMPalacio]

@@TheChickenRiceBowl I feel like its a pretty easy job. Normally, at whatever event, they can just go up to random people, and lots of others will immediately approach them.

[@badasunicorn6870]

@@TheChickenRiceBowl sadly that doesn’t do anything. If you want to stop both the shitty treatment and the waste it encourages you'd have to change the rules.

[@TheChickenRiceBowl]

@@badasunicorn6870 If every single person on earth stopped buying and investing in Red Bull I think that'd change a few things. "Changing the rules" does nothing to people that cheat.

[@lilnotoriginal7850]

TheChickenRiceBowl dream on

[@xenon244]

For me the redbull logos allready fades into the object its on. It just like the painting of the car

[@illneas]

GoPro does the same thing in a way and it's a camera company.. with really expensive products in comparison with Redbull. This company blows my mind. Awesome video btw.

[@HumansOfVR]

*_Red Bull Gives You Wings!!_* They truly some of the best advertisements

[@xbzq]

They got sued for that one and paid $13M. Apparently no wings grew anywhere.

[@lorekeeper685]

@@xbzq but they still did it

[@jakob9325]

Red Bull Music's concerts and master classes have such an impact on me as a musician, without them I wouldn't be where I am today. All of this, for the sake of marketing an energy drink.

[@che3se1495]

I feel like their marketing strategy is to associate themselves with extreme sports. You see redbull and you already know it's a drink, but it also makes you think about downhill cycling, monstertrucks and snowboarding. All pretty cool things.

[@readmycomment3157]

Well obviously

[@XDRosenheim]

"Felix is not the only one with a cool sponsor." > Ad for a VPN So you are not the one, okay.

[@TheChickenRiceBowl]

What's wrong with VPN's?

[@FreakWithGun]

@@TheChickenRiceBowl they are usually trash and always not enough

[@JDT-Loadsamoney]

@@FreakWithGun don’t be that mean, they have some niche uses. For example, getting streaming services at a cheaper price. And uhhhhhhh, something else maybe. Ok you have a point the rest is horseshit

[@superfish0012]

I think Red Bull is one of the very few companies whose ads I don’t genuinely just hate. All the wild shit they do, plus the way they do ads. The craziest thing something like, say, Budweiser is going to do is have a guy do a donut in a monster truck and then shotgun a Bud Lite. Red Bull will let several people fly pull 12 Gs in a turn and go more than 300 km/h in a straight line in an air race and not even mention Red Bull other than mentioning that it’s race X of the Red Bull Air Race.

[@welmoe]

This is an interesting take, because I’ve been seeing the red bull logo on badass stuff everywhere. I never considered that there was an alternative- product placement- I just accepted that that’s where and what red bull is. It clearly worked on me I guess.

[@Vincent1808]

The whole thing was plastered with Logos so I won’t call it “invisible”...

[@ayle1312]

They show the logo, not the product

[@Vincent1808]

Luuk Willems a sports player can make visible advertising for Bosch without carrying a washing machine on the field

[@victorcates9330]

CB phrases it as a comparison. So it's comparatively invisible. If people are focusing on the action, you might not consciously absorb the logo. I see a lot of ads where they tack on a logo on something completely unrelated (marriage equality, remembering fall soldiers) and it's often violently jarring/cynical. When I've watched advertisers discuss ads, they often parse things in terms of "product truth" (I guess, a relatable or memorable context in which you get an advantage). If the product is nowhere to be seen, you've ceded saying anything about the product in a way that to an old school advertising agency (with conservative clients) would seem bewildering. if also differed from fake viral content that masks being an ad or ad companies that produce pretentious short films that they think will get them awards. It was openly an ad, got people to watch it, didn't club you with branding (or squander good will gained) and resulted in a big upswing in sales. Not invisible, but perhaps dodging some clumsiness to be effective.

[@Salmontres]

Kinda hope Coffee Break responds to this. I was thinking the same thing. The logo itself was on the suit, the helicopter that picks him up after, and I believe the parachute as well. It's definitely more subtle than the guy chugging a redbull as he falls from low orbit, but I still wouldn't say it's invisible.

[@kaustubhjoshi7455]

The point is they are focusing on the content and not the product or like all advertisement show how their product made it happen or just showing the Red Bull can.

[@douglasladowski6342]

The thought and care put into the content really makes the channel standout. It really does highlight the behind the scenes our every day products.

[@adrianfletcher8963]

I was waiting for "I want to thank the sponsor of this video, Red Bull"

[@DannySullivanMusic]

I always find myself watching insane extreme sports videos and don't notice the ads until I look at the channel name. I love that form of advertising because it's actually a form of content instead of just subtracting from the content as typical ads do.

[@NickYankee95]

Red Bull branding everywhere... CB "the marketing is invisible!!"

[@superwash7431]

Ya this isn't new. Companies have been selling experiences forever.

[@sephikong8323]

@@superwash7431 They just are the best at this "Marlborough" thing and they put it a step further

[@SimpleAmadeus]

That's what I was thinking. Sure, there aren't Red Bull *cans*, but almost every second of footage this video shows has the logo in it. Center-frame. You could even argue that those two planes are very large Red Bull cans. That give you wings.

[@jcd327]

Man I love your vids, they are so authentic and give me a new perspective or story every time

[@cottoncandy113]

When I look at commercials: So that's how they're trying to manipulate me... Coffee Break: Now that's how to sell something! Maybe I can hate advertisements less with your kind of lens.

[@What_was_wrong_w_jst_our_names]

6:34 “where your public information is available” I think the word you want is private. It makes sense that your public information is...public

[@tonyperez4713]

You're channel is fantastic, I can't wait to see what comes of it in the future

[@sammin101]

It is meta that you made this video about the value of authenticity in advertising, without using the word “authentic” Cos I was waitin’ for you to bring it up

[@lukesalazar9283]

Great vid and I'm glad you're back on this channel!

[@lovis_hertel]

Dude!!! DUDE!!! I love the formate! I love it love it love it! This is probably one of my favorite videos of yours!

[@frazercarpenter]

This was really interesting, from topic to visuals and I think the length of the video was really good!

[@human.rationally]

I've always thought they have an unprecedented marketing strategy. Thank you for the in depth analysis! :)

[@batesjernigan1773]

Love the video! Great to see another interesting topic from you! Not much to dissect in this but a good contrast to this topic is looking at an ad that's so in your face, it's confusing what they're even selling. The one that comes to mind immediately is the Head-On commercials. If you have a minute, look it up and enjoy some random person telling you repeatedly "Head-On, apply directly to the forehead. Head-On, apply directly to the forehead."

[@JeseeWalker]

Amazing video, so much insight. Thank you.

[@rarzwon8761]

I like the new format, for sure Looking forward to more of your vids

[@maxcampbellmusic]

Great video, and very excited for the future content and changes!

[@calebsherman886]

I've thought about this, but never really got into it, thanks for this video.

[@anonssr9514]

I love the quality of videos you put out, thanks a lot! Hoping to see you often around! :D

[@marvingiles4814]

I’ve been waiting for a video🤩👐

[@MiyuruWeerarathna]

Very nice take. Love your content.

[@Jimbo7]

You can really see this phenomena in their Formula 1 team. Most of the sponsors on the grid are there to sell their product, but it is very clearly obvious that Redbull is there to WIN as their primary focus. Any shmuck can advertise on a car, but it takes real passion to the craft to build the legacy they have in the sport, and it almost certainly seems like "they're selling drinks to fund their extreme sport addiction". Really, really great marketing strategy they use.

[@nikolaijustesen2798]

Cool new setup. I like the format. I do however think you need to get some sound deflection or absorption panels on your walls. Your voice has a ton of reverb.

[@stuckupcurlyguy]

Awww yes it's time for a new Coffee Break! You're awesome, keep making videos!

[@kasperskjellstad6227]

Love the videos and the new set, just a little bummed out about the decrease in sound quality.

[@01Tobia]

Great content as always, kinda strange cuts tho. Thank man, keep it up!

[@RAYNINGMAKER]

Wow, I didn't know how much I missed your videos

[@Skolzerx]

I hope Coffee Break starts drinking more red bull to get more of these high quality videos out faster for us all! Great vid!

[@abhijitv]

Superb Analysis!

[@joel3536]

Dude, could you do a series on different advertising strategies of some big firms? I think it'd be awesome

[@Raao1]

Mercedes and BMW wars.

[@esemor1]

On the airway above Redbull HQ in Saltzburg there is a waypoint call REDBU. Flying over it inbound Münich I am always reminded of a softdrink....

[@sraskas]

Love the video. You may want to add some sound absorption in your new filming room, there's a lot of reverberation as it is. It would sound a lot better if you put some acoustic foam on the walls, put curtains in, or even a rug. Anything to reduce the amount of hard surfaces would help

[@mariawoo843]

Great video, thanks for posting!

[@fylke1814]

This was great!👏 thank you 👊🍺

[@SplitSniper7]

Very excited to see what you all end up doing next. Small tidbit but if you're doing more FaceTime please do something about that echo.

[@aseth9541]

Beautiful set!

[@morqesahar]

Thanks for the video, pretty interesting. Though I do have to say, I personally appreciate the detached voice-over videos more so please do them from time to time.

[@ahmedhassan9256]

You're awesome, keep up the good work.

[@jake_runs_the_world]

Remember watching that Baumgartner jump live when i was 12 lol

[@nefwaenre]

i agree. Hands down one of the best advertising strategies are made by Beer companies. Red Bull and, also there was this other beer company who used to show company ethics and real goodwill, but it was actually advertising.

[@amroussighaith8524]

Loved it more when there was more focused on the footages shown . A deeper voice makes it more like genuine thoughts. Still good to see you.

[@FUGENTVJDM]

man you are amazing!

[@Blebona]

Phenomenal insights

[@alonilutowich4505]

This channel is so underrated

[@Adrian-jn9ov]

I like this set way better then your old style

[@terrencegunther]

So trueeee. Everyone is constantly saying, "alright what kinda advert do you think this is?" as a kind of joke. When it gets revealed, people don't remember the advert, but kind of use it for a joke and entertainment. If Budweiser kept the advert as if it was a short film/documentary on dads, and then down the bottom had their logo, this would have worked. But when they shove it in your face it feels like its fake and made up.

[@_loois]

Please place some sound blankets or sound dampers in your new set! It'll help with the reverb. Anyway love the vids

[@kostatrivic9094]

The best thing about Red Bull for me are the animations ads which are memorable !

[@WesleyWhiteside]

Clever product placement, with that Odyssey book there the whole time.

[@judemiller]

Hi Coffee! Do you have any book or video recommendations on ethical marketing, or business ethics more generally? It's something I've been interested in recently, and I'd love to hear about your preferred entry point into that rabbit hole. Thanks for the great content, you're doing good work.

[@gm4984]

I like how you talk about stuff

[@EngelSpiel]

Reminds me of the Red Bull cars in the Gran Turismo games, and in a similar vein, the Nike One 2022. And perhaps the TAG-Heuer partnership for GT Sport, as well.

[@Pipoy_99]

they're also sponsoring a lot of esports teams. Remarkably a team known as OG. They told their underdog story in a great light and showed their journey on their esports channel and not once did they put a red bull drink

[@sporer_]

Holy long hoodie strings, Batman!!!

[@Trazynn]

Now if their product were drinkable, all of this would be applicable as well.

[@noonecaresm8641]

This video was brought to you by Redbull™

[@mcearl8073]

Shit, that’s a deep video. I never put much thought into it but you’re definitely right. I actually buy a lot of red bull and the thing that helps me justify the cost is being able to see all the cool shit that they do with the money that are essentially just ads. Meanwhile when I see other companies who spend a fortune on commercials it bothers me and makes me a little annoyed that a large part of my purchase price is probably going to ads.

[@fredo69ism]

The imagine video was amazing

[@SidneyJupiter]

You see Budweisers problem is that they highlighted their product in a thick bright red outline, which does make it stand out a lot more.

[@jacobzeno5095]

WOW!! Did you take one 5 minute marketing class?

[@kdenorange]

Red bull has the best ads

[@davidgn40]

The animations are good

[@GunnarClovis]

Damn this is a good video

[@TheTolleyTrolley]

I did a whole presentation in a Language & Advertising class about Red Bull and their marketing!

[@skahg4771]

I like this channel so much more than cofeezilla to be honest. its a shame this channel didn't get the support it deserved.

[@something.1]

Interesting and I think right approach to red bull marketing. In Europe we have this silly contests people flying, usually falling into to the river on their own made flying machines (well, they don't fly but looks impressive). It's also sponsored by red bull in the same idea of 'having wings'. Fun and entertaining events.

[@mariusbichir3104]

dude u re so underrated

[@joshireinard1106]

saw this video yesterday at wallulis

[@M1keConk]

Red Bull has a record company too! Crazy brand.

[@thewallstreetjournal5675]

I drive to the a store so infrequently. That when I do- it's an ad.

[@davidmullerful]

Well I despise advertisement, manipulating people to throw their money away, but you said the art of it thats different, just wanted to say it bcs I kept that to myself for so long

[@javieranglada83]

Redbull is amazing at getting their name out there. From Formula 1, BMX and pro drifting, to guys jumping out of planes without parachutes.

[@apekcoolify]

This video is deeply accurate. Love the analysis! "selling their beverages to fuel their insane sports media company" That's the million dollar "bing"!

[@oniciamuller]

I like the new set up. Red Bull's ads are compelling but I still can't bring myself to drink their product. That said, I also don't see myself as a jumping from the edge of space type person.

[@chrissre7935]

This type of branding is been for many years. Marlboro nailed it with Marlboro Country. Where you tie a brand to an experience of freedom and lifestyle and when you see a pack of Marlboro you buy basicly piece of world they created.

[@samagradev862]

Love your videos man! But the ad pitch at the end, kinda undercut the tone of the video.

[@HkFTW12]

He man love the content, and I don't mind seing your face and all, but the audio quality in the studio with echo and all is not at as lovely as your old content wich had high quality audio and was awesome to listen to with head phones on. Cheer buddy!

[@HarriW]

2:56 that throw

[@Mrloulouof44]

An other big advantage is that by advertising the brand and not the product, they can change their products withtout the need to advertise again.

[@joeirasm]

A little feedback for your videos in case you are interested: It sounds like you are talking inside a concrete tunnel - theres nothing to absorb the sound of your voice so it bounces back and forth. Great viceos!

[@PressEnter42]

In one of the more recent James Bond movies Bond is wearing a turtleneck sweater for a good portion of the movie. This was actually part of a campaign to sell the sweater, but the company didn't want Bond to address it. Just the fact James Bond is wearing their clothing makes people want to buy them

[@JDT-Loadsamoney]

Did it work? I get the feeling it must have because you just saying this makes me want to Google the sweater, and then potentially buy it.

[@sean..L]

so what your'e saying is that effective advertising abstracts from the product to build a brand that sells through association?

[@nicodemos4829]

Helps that red bull is a good sponsor to work with. I’ve been a part of events where they have been the sponsor and they are easy to deal with. RedBull is a brand whose image is the active lifestyle of sports, gaming and creativity so it makes sense for people to associate RedBull colors and the logo with certain things even when the product itself isn’t visible.

[@plica06]

I like the new set but I preferred the audio of the disembodied voice compared to the new audio that sounds echo-y.

[@FarrFromPerfect]

Thank you. I work in advertising and this stuff kills me. Creative is king.