"It Gives You Wings"

      Contemporary American society is known for its fast-paced citizens, innovative industry, modern advancements, and creative energy. Our nation is a leader among nations of the world. We are among the top producers as well as top consumers of a multitude of products. We have excelled in various industries worldwide. Our society is always looking for the newest and best products available to stimulate our insatiable appetite for new achievements and challenge our limits. Our nation dances to the beat of a fast drum. The active lifestyle which characterizes the United States is evident by various products which Americans popularize. Red Bull is a great representation of the energy and power that characterizes our society.
      Red Bull is an energy drink that has become increasingly more popular in the United States. The focus of advertising campaigns looking to promote Red Bull among Americans is on energy and speed. Red Bull claims to increase performance and concentration, boost reaction speed, improve vigilance and stimulate metabolism. Its famous motto is “Red Bull gives you wings”. This is a metaphor for the way you are to feel after drinking Red Bull. Advertisers are claiming that drinking Red Bull gives you the energy to tackle anything and gives you the feeling of having enough energy to fly. Red Bull can outdo any other drink because it can supposedly give you the feeling of having superhuman abilities.
      The name itself is an indication of power. A red bull can represent an angry bull ready to charge. This is a symbolic representation of one’s supreme transformation after drinking this beverage. The target audience for commercials and printed ads are for a wide range of ambitious individuals with an active lifestyle and a demanding schedule. Their audience is very broad and their consumers very diverse, just as the composition of American society. Red Bull ads target the studious night owl and the non-stop party-animal. It is appreciated by the overworked truck driver, the athlete in training, the doctor on call and the pressured journalist.
      To appeal to such a diverse society, Red Bull must offer something which all Americans share – the need for energy to keep up with our hectic schedules, regardless of age, sex, religion, race or ethnic background. The producers of Red Bull are informed about the demanding lifestyle of the average American and anticipate the consumer’s need for drive and focus. Producers assume Americans are over-worked, over-stressed, and under-slept. They assume Americans want a quick fix to their energy problems. While eating well balanced meals, drinking lots of water, exercising and sleeping well can all contribute to a greater sense of well-being, energy and focus, Red Bull producers know Americans are too emerged in the hustle and bustle of their busy lives to allocate time to such activities. To get energy Americans need it quickly, and they need it now. With Red Bull, Americans can bypass the long road to becoming energized, and fly their way to success with the help of Red Bull’s wings instead.