3. Will Red Bull eventually have to embrace more traditional media marketing to continue growing? Why or why not? In general, the use of traditional media marketing strategies is gradually decreasing or being replaced by innovative marketing strategies with the use of new technological advancements. As for Red Bull, the brand has never relied on increasing sales through traditional marketing means such as advertising during broadcasts. As mentioned in the previous question, Red Bull uses short advertisements whose purpose is to represent the brand slogan “Red Bull gives you wings”. Often these ads are funny and only last a few seconds. The reason why Red Bull decided to develop these ads was precisely to receive an extra boost in terms of brand awareness. Given that a large number of people are in contact with the TV commercials, Red Bull's move was more of a forced move; they felt the need to invest in advertising, at least to a certain extent, to give the brand an extra boost (especially during its introduction). The real success behind the brand is non-traditional marketing. As a result, Red Bull does not need to embrace more traditional media as its primary advertising tool. Mediums such as radio could be used to advertise a Red Bull event but not the brand itself. It is very difficult for a radio broadcast to be able to represent the "extreme" behind the image of a brand. The optimal choice would be to continue experimenting with non-traditional media marketing. Airing ads between soap operas doesn't really describe what Red Bull stands for; excitement, adventure, energy, high speed, accidents, danger, extreme sports. Moving to a more traditional strategy will only undermine Red Bull's hard work as representing their brand... middle of paper... new sports, represents expansion efforts. Red Bull Cola is another example of such an investment. This product is aimed at different consumers than Red Bull users. The focus is the natural sense of the brand, not the wings. In this sense, the promotional strategy must change accordingly. There are rumors that Red Bull may also invest in children's drinks. Whether this is a good idea or not is a different question. What is relevant is that if Red Bull chooses to do so, the brand must change the promotional strategy to attract the target customer. So it is ultimately up to the company to decide on its future, considering environmental, political, economic and technological changes. It may be that Red Bull's goal is to consolidate its current position as market leader and preserve the traditional image of the brand.