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Posts Tagged ‘Red Bull’

Red Bull Publishes Its Own Magazine


Uh…nope. Had no idea. But could there be a better example of what we call “brand journalism” (oh, BTW, that’s 2.7 million copies in print)?

For some context, check out the first three stories presently visible on the web version of the mag—which exists to “[shift] away from branded stories…and explore the exceptional”—after the jump.

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More Bad PR for Energy Drinks: Red Bull Sued for Wrongful Death

imagesIt’s been a bad PR year for energy drinks. Around this time last year, amped-up beverage Monster was tied to five deaths in the US, and Five Hour Energy was cited by the FDA as being involved in 13. Now, Red Bull has found itself on the receiving end of an $85 million wrongful death lawsuit.

The suit was filed by the family of a 33-year-old Brooklyn man who collapsed while playing basketball after drinking Red Bull in 2011. He died of a heart attack, and the medics who arrived at the scene pointed to his consumption of the energy drink in their report. The man’s family says that he was otherwise healthy, and believe the beverage to be the cause of his untimely death.

According to AdAge, a Red Bull spokeswoman declined to comment on the case, but did spare a moment to point out that Red Bull is available in more than 165 countries because health authorities have concluded it is safe to consume, and added that about 35 billion cans have been consumed since Red Bull was created more than 25 years ago.


The thing is, health authorities are not, in fact, so secure in the assertion that such drinks are safe; Read more

Snapchat’s CEO Can’t Handle Your ‘Controversial’ Questions, OK?

Oh hai.What’s the first thing you think of when you hear the word “Snapchat?”

If you answered “sexting!” then you have something in common with every other person on Earth who’s heard the word “Snapchat”. Marketers tried to get us into it last year, but people will always associate the name with quick, flirty texts and pictures that destroy themselves after a few seconds—no evidence, no problem. What could go wrong, right?

Yeah, OK, but app creator and company CEO Evan Spiegel would prefer that you members of the media not ask him anything about that. He’d rather you stick to talking about how shy he was in high school or how much he loves Red Bull or how he doesn’t mind living with his parents or anything other than the one subject that is the only reason you would ever want to interview him in the first place (sorry dude, but you know it’s true).

Some journalists are in a bit of a huff over this lightweight Spiegel profile in hometown paper The Palisadian-Post, primarily because of the following disclaimer:

Screen Shot 2013-10-08 at 10.09.17 AM

That’s one way to (not) avoid controversy.

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Why The Harlem Shake Must Dance Alone

Poor Psy. His meteoric Gangnam Style rise to superstardom is ancient history. Where was he from again?

Pop culture, which has the attention span of a squirrel on amphetamines, is all about the Harlem Shake right now. You know, that YouTube sensation that combines electronic music from Baauer with clips of people gyrating in costumes. It’s addictive and has spawned countless imitators and millions of YouTube views.

PR professionals have a Pavlovian response to anything popular. Understanding the public is what we do. So when a video goes viral unexpectedly we ask ourselves why and berate ourselves from not being able to see it coming. And, of course, we wonder how we can replicate and leverage this level of notoriety for clients. How can we get the goose of YouTube to lay golden eggs at our command? Read more

The Red Bull Graduate Program Gives Grads “Wings”

The fact that college grads are struggling to find gainful employment in this economy is not news. It’s also no secret that energy drinks like Red Bull have become a staple of college students’ diets, whether helping them pull all-nighters before exams or mixing seamlessly with cheap vodka at frat parties. Red Bull has combined these two facts to launch a program designed to help recent college grads who’d like to work in the communications business get their “wings.”

Red Bull’s 2013 Graduate Program begins next August under the tagline, “Work hard. Get things done. Make your mark.” According to the company’s website, The Red Bull Graduate Program “is an intense, challenging 18 month deep-dive into the business, cultivating the next generation of brand and sales experts at Red Bull. The Program includes roll-up-your-sleeves, get-your-hands-dirty work, as well as formal education at leading universities, and the opportunity for international business assignments. The top candidates will be hired into our Sales, Marketing, or Finance Organizations, and will experience an intensive cycle of learning, succeeding, falling down, getting up, and going back for more.” Sounds fun, but we didn’t hear anything about jello shots. Click here for more.