Don’t Worry Be Healthy: 1,3,7-Trimethylxanthine – Part III: Red Bull

-Marissa Tomko

If you follow “Don’t Worry, Be Healthy,” you’re probably well aware of the fact that I love caffeine. After all, you know what they say, you should write about what you know!

So far, I’ve talked about the way caffeine works and given a little bit of background on coffee. But what’s next you ask? Here’s a hint: it gives you wings.

If you’re not a college student, have never taken a long drive, or have never been into a 7-11, then maybe there’s a chance that my hint means nothing to you. But as for the rest of you, you know what I’m talking about—Red Bull.

I have been a fan of this beverage since I was a freshman, and in the past two and a half years, I’ve heard it all: “They’re full of sugar,” “You drink too much caffeine,” and “Did you know you don’t need that much taurine in your diet?” I am fully aware of all of these things, and my guess is that you are too. I could write about how energy drinks are bad for you, and list the negative health effects you may or may not experience when drinking them. But what I find to be more interesting is why we still drink them, despite what we know about them. It all comes down to one thing: killer advertising.

In my opinion, Red Bull has one of the most effective advertising campaigns out there. It doesn’t sell a drink; it sells a lifestyle. The brand appeals to the adventuring, extremist, free-spirited athlete in all of us. The Red Bull website has next to nothing to do with that skinny silver can that I love to drink from; it’s full of sports videos, action photography, and the latest remixes. Red Bull’s Twitter profile is slightly more geared toward the actual beverage, but its main purpose is still to sell a persona. The bio on the social media site reads: “Red Bull is the only Energy Drink that #GivesYouWings. Likes: F1, racing, skate, surf, snow, moto, BMX, MTB, X Games, wake, music, art, culture, gaming. Fun.” The feed is full of inspiring thoughts, crazy videos, and has snow-covered mountains as a background picture—that right there sold me!

I know, I know—you think I’m a sucker for advertising. And maybe I am. But this campaign does more than sell a product. It taps into the person inside of us that we love the most: the fun-loving, dancing, carefree one that we wish we could be all the time. Even though drinking a Red Bull doesn’t make that come true when we’re studying or driving home on the interstate, it is sure to remind us that that person is still there, and that the possibilities are endless.

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