Red Bull Tone of Voice — Energetic & Playful

Tagline: "Gives You Wings"

Industry: Energy Drink / Beverage

Sector: Food & Beverage

How Red Bull Communicates

Red Bull writes in pure adrenaline. "Gives You Wings" promises something impossible and dares you to enjoy it — figurative, playful, completely unbothered by literal truth. The voice is high-octane and a little mischievous, selling the feeling, not the can.

Tone Words

Red Bull's brand voice is defined by the following tone words: Energetic, Playful.

Communication Style

Language Style: High-octane
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Red Bull Brand Story

"Gives You Wings" communicates a sense of urgency and motivation, encouraging action in the face of fatigue. The playful tone invites consumers to engage with the brand in an energetic way, reinforcing the core tension between fatigue and vitality. The declarative language style asserts confidence, making a bold statement about what users can achieve. This approach creates a compelling narrative that resonates with those seeking to push their limits.

Brand Message

Empower physical and mental edge through energy

Brand Mission

Energize people to push limits

Brand Positioning

Core Concept: Elevate Your Energy

Central Tension: Fatigue vs. Vitality

About Red Bull

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. It had a global market share of 13% in the energy drink market in 2023 and was the third most valuable soft drink brand in 2021, behind Coca-Cola and Pepsi. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 13.9 billion in 2025. Red Bull ranked the 12th highest maritime cargo shipping carbon emissions generator in 2021. Originally available only in a single undistinguished flavour called Red Bull Energy Drink, the drink added numerous variants over time. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth" through extreme sport events. Red Bull was derived from a similar drink called Krating Daeng which originated in Thailand and was introduced by Chaleo Yoovidhya. While doing business in Thailand, Austrian entrepreneur Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Chaleo and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink. In 1984, the two...

Frequently Asked Questions About Red Bull

What is Red Bull's tone of voice?

Red Bull uses a energetic, playful tone of voice. Their communication is high-octane, typically using statement-style sentences in the present tense. Their tagline "Gives You Wings" exemplifies this voice.

How does Red Bull communicate with customers?

What is Red Bull's brand message?

Red Bull's core message: Empower physical and mental edge through energy Their mission: Energize people to push limits

What is Red Bull's slogan?

Red Bull's slogan is "Gives You Wings". It carries their energetic, playful voice.

What is Red Bull's mission?

Red Bull's mission: Energize people to push limits

What makes Red Bull's brand voice unique?

Red Bull stands out through their energetic, playful communication style. Their central brand tension, "Fatigue vs. Vitality", shapes how they communicate across the Food & Beverage sector.

What language style does Red Bull use?

Red Bull uses high-octane language, with imaginative messaging, in statement-style sentences, using the present tense.