1. RED Bull GLOBALISATION
Annick and Madelief

2.  Red bull, is a multinational company which has been around since 1987. 
 It has only been around for 40 years but has a global market image through their involvement in sports and their energy drinks. 
 Known in LIC and HIC countries for different reasons: 
    Energy drink
    Involvement in sport 
    Sponsorships
Introduction  

3. HEALTHY vs. Unhealthy
Drink is filled with sugar and caffeine, which eventually can lead to liver problems. This shows that REDBULL has been influencing on a cultural level through the lack of energy and therefore the “need” for REDBULL.
On the contrary, on the REDBULL website they attempt to endorse sports through different videos and sports tips. 
The drink contains 80mg of caffeine, which takes 50 minutes to fully enter your bloodstream. Once you feel energized the caffeine starts to wear off and your liver attempts to level out the sugar and caffeine. 

4. SPort                                          
Red bull is often seen at extreme sporting events which has caused the younger generation to associate the energy drink with extreme sports such as windsurfing, cliff diving, rock-climbing, Formula One, and even its own Air Racing series.
Red bull markets their drinks towards the 18 to 34-year-old crowd which is most vulnerable crowd because of the major influence in sport and social perspective of a "cool" person.
They use different types of advertising at sporting events such as models that are handing out free cans of the drink, and ensuring that their name and brand were out there.
Red bull is also present in E-sports having their own teams playing in international gaming tournaments.

5. sponsorships
Red bull sponsors a range of different sports and activities ranging from extreme sports such as skiing and snowboarding to sponsoring a paper airplane competition.
Professional chess player Hikaru Nakamura.
Super Smash Bros player William Hjelte.
Street fighter players Daigo Umehara, Masato Takahashi, Darryl Lewis and Olivier Hay.
These unusual sport sponsorships help expand their global brand by imbedding it in almost every sport documented by the media. The different sports can also help appeal to all age groups to have the drink be consumed by masses of people and not be focused on one age group.

6. OTHER BRANCHES
Red Bull Records – This record label is connecting other parts of the world through music. 
Red Bull Racing – They have their own team for Formula One, which has accumulated many fans. 
Others include Red Bull TV, Red Bull Photography, Benevento Publishing, Red Bull Music Academy, Red Bull Music Publishing.
 They are expanding their global brand through different things such as music and sports.

7. HOW THIS AFFECTS LIC (Using Vietnam as an example.)
Vietnam is one of the few Communist countries left and is opening to Capitalism.
Formula One has spent the last 20 years building its presence in South Asia.
Just last week, Red Bull Racing put on a show in Ho Chi Minh City, Vietnam. To which tens of thousands attended.
This implication of Westernization is causing more people in LIC to spend their money on these types of events. 
The Western image is also making people with not a lot of money spending it on brand drinks and items. Branding rather than what is actually needed.