Energy drinks are the fastest-growing beverage category in Brazil, and Red Bull is taking full advantage of the opportunity.
While soda and beer still see more total consumption, energy drinks are outpacing those beverages in growth. Forbes called the category Brazil’s most attractive sector in 2014, and it continues to grow 13% annually, driven by the country’s rapidly expanding middle class.
Red Bull accounts for much of that growth. The brand’s energetic efforts to appeal to local consumers – it even owns a football club – have helped it stave off domestic and international competitors to dominate the category in market share.
Video is a cornerstone of Red Bull’s digital strategy, especially on smartphones, the most popular digital platform in Latin America. On Instagram, the brand posted more than 80 videos and earned more than 160,000 interactions in Q4 alone. As a result, Red Bull leads L2’s Digital IQ Index: Beverages in both video count and engagement – contributing to the brand’s spot in the study’s Genius category.
Crucially, that content goes beyond energy drinks, instead revolving around the active lifestyle. Red Bull’s followers can watch extreme sports such as skateboarding, wakeboarding, and surfing; there are also frequent appearances from brand ambassadors including surfer Adriano De Souza and footballer Neymar.
Red Bull’s mobile site features similar content, in addition to live video feeds from sporting events around the world. As a result, the brand has one of the most visited sites in the Index. Its monthly traffic is more than 10 times that of the average brand site, suggesting that these content investments have paid off.