---
title: "In-depth | How Tiansi Group's Red Bull Vitamin Flavored Drink Embeds the 'True Bull' Spirit in Consumers' Hearts"
description: "In an era where attention is fragmented by the internet, major sports events serve as an effective marketing scenario to gather consumer attention, with the Olympics being the most watched and hottest. This year's Tokyo Olympics, postponed by a year due to the pandemic, presented both opportunities and challenges for athletes. Tiansi Group's Red Bull Vitamin Flavored Drink seized this opportunity, leveraging precise marketing moves and sports sponsorships to enhance brand affinity and promote its 'True Bull' spirit."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-08-28"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/in-depth-how-tiansi-group-s-red-bull-vitamin-flavored-drink-embeds-the-t-613c2e95.md"
original_source: "https://mp.weixin.qq.com/s/4X-SjaoqD28BZ3Qlvz8XZQ"
translation: "https://xinjignxiao.com/zh/articles/%E6%B7%B1%E5%BA%A6-%E7%9C%8B%E5%A4%A9%E4%B8%9D%E9%9B%86%E5%9B%A2%E7%BA%A2%E7%89%9B-%E7%BB%B4%E7%94%9F%E7%B4%A0%E9%A3%8E%E5%91%B3%E9%A5%AE%E6%96%99%E5%A6%82%E4%BD%95%E8%AE%A9-%E7%9C%9F%E7%89%9B-%E7%B2%BE%E7%A5%9E%E6%B7%B1%E5%85%A5%E4%BA%BA%E5%BF%83-613c2e95.md"
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# In-depth | How Tiansi Group's Red Bull Vitamin Flavored Drink Embeds the 'True Bull' Spirit in Consumers' Hearts

> In an era where attention is fragmented by the internet, major sports events serve as an effective marketing scenario to gather consumer attention, with the Olympics being the most watched and hottest. This year's Tokyo Olympics, postponed by a year due to the pandemic, presented both opportunities and challenges for athletes. Tiansi Group's Red Bull Vitamin Flavored Drink seized this opportunity, leveraging precise marketing moves and sports sponsorships to enhance brand affinity and promote its 'True Bull' spirit.

In this era where attention is constantly fragmented by the internet, major sports events serve as an excellent marketing scenario to bring consumer attention together. Among numerous major sports events, the Olympics undoubtedly stands out as the most watched and hottest sporting event globally.
This year's Olympics is particularly special. Due to the pandemic, the Tokyo Olympics, originally scheduled for 2020, was postponed by a full year. For athletes, **it is both an opportunity and a challenge**.
For younger athletes, the one-year delay meant they just reached the eligible age and qualified for participation; for those past their prime, the delay added greater pressure.
For the public, the extra year has only heightened anticipation and enthusiasm for the Olympics. Moreover, since they cannot cheer for athletes on-site, they can only support them through screens, which has further galvanized nationwide attention and made the Games a focal point.
Seizing this opportunity, Tiansi Group's Red Bull Vitamin Flavored Drink capitalized on the moment, steadily winning consumer favor through consistent performance and ongoing marketing efforts, drawing our attention and curiosity.
**Timely Action, Strategic Layout Behind the Vision**
Looking back at Red Bull Vitamin Flavored Drink's series of marketing moves for the 2021 sports-packed year, it's clear that its planning started early:
In 2020, Red Bull Vitamin Flavored Drink sponsored the Chinese Basketball Open; in October 2020, Tiansi Group established a partnership with the Chinese Athletics Association; in June 2021, it officially announced basketball superstar Yi Jianlian as its spokesperson; in July, it targeted the Tokyo Olympics, leveraging viewing and social interactions...
**By utilizing sports as a 'global language' and leveraging the powerful reach of events and derivative topics, Red Bull Vitamin Flavored Drink has expanded its brand philosophy to a broader consumer base, continuously enhancing its youthful and positive brand image, and significantly boosting brand value.**
Behind this impressive performance lies Red Bull Vitamin Flavored Drink's precise grasp of sports assets, event milestones, and hot-topic marketing.
In a fiercely competitive and noisy marketing environment, seeing a series of brand marketing activities centered around the 'True Bull' spirit—the core brand value proposition—we genuinely feel that Tiansi Group, as the owner of the 'Red Bull' and '红牛' trademarks globally and in China, is continuously deepening its presence in the Chinese market, solidifying its business, opening new horizons, and creating new patterns.
**Marketing Activation, Targeting Gen Z, Leveraging Celebrity Power to Break Through**
In June this year, Tiansi Group's Red Bull Vitamin Flavored Drink officially launched the 2021 #你真牛红牛挺你# (You're Truly Awesome, Red Bull Supports You) marketing campaign and announced basketball superstar Yi Jianlian as its spokesperson.
Having played on the basketball court for over a decade, Yi Jianlian has **continuously pushed himself to become better, both on and off the court, embodying the 'True Bull' spirit of 'challenging oneself and breaking limits' that the brand represents**.
The addition of a basketball superstar and a series of innovative online and offline activities instantly ignited digital and social media buzz, and with nationwide CCTV advertising, pushed brand exposure and voice to the peak.
At the same time, Tiansi Group's Red Bull 'Yi' Qi Tu Po (Break Through Together) Challenge events were held in Hangzhou, Changsha, and Shanghai, creating brand activities with excellent visual and sensory experiences. Through youthful and down-to-earth interactions, they successfully won consumer favor for Tiansi Group's Red Bull Vitamin Flavored Drink.
**Partnering with Track and Field Athletes, Redefining the 'True Bull' Spirit**
Before the Olympics, Red Bull Vitamin Flavored Drink **precisely leveraged the characteristics of social platforms** to successfully create high-quality hot topics for its marketing campaign.
The brand first released official commercials featuring three track and field athletes—Su Bingtian, Gong Lijiao, and Wang Yu—each sharing their understanding of 'the power of belief,' **facing various challenges for their dreams, not setting limits for themselves, and regardless of success or failure, always believing in themselves to achieve infinite possibilities in life.**
Subsequently, the brand anchored Weibo as the primary communication platform, using the #中国田径梦之队# (China Track and Field Dream Team) topic page to continuously follow the Olympic event progress, and through hot-topic posters and copy, timely followed up on track and field hot topics:
In the men's 100m final, Chinese flyer Su Bingtian advanced to the final with a time of 9.83 seconds, setting a new Asian record and becoming the first Chinese athlete to reach the Olympic men's 100m final.
When asked in an interview, 'What has been your biggest motivation to get to where you are today?' His answer was simple yet profound—'Because I still want more!'
It is Su Shen's 'power of belief' that allowed him to create a miracle that Asians are proud of. **Never being satisfied with oneself, constantly overcoming and surpassing oneself to achieve new goals is also a perfect embodiment of the 'True Bull' spirit that the brand advocates.**
Holding the shot, bending the elbow, turning, throwing... The moment the shot put pressed against her neck ignited Gong Lijiao's fighting spirit. A beautiful arc crossed the sky and landed steadily.
With a throw of 20.58 meters, Gong Lijiao won the 22nd gold medal for the Chinese delegation. After the competition, she pointed to the national flag on her chest and shouted proudly to the camera: 'China, Niu!' (Awesome!)
Her goal had always been to win the Olympic title in Tokyo. She told herself, 'I have the strength; I can surpass myself!' It was also Jiao Jie's 'power of belief' that earned her the first Olympic gold in the history of Chinese women's shot put.
By leveraging the popularity of Su Bingtian, Gong Lijiao, and other track and field athletes, **the brand conveyed its 'True Bull' spirit and continuously enhanced consumer affinity**, ultimately achieving high exposure with the #中国田径梦之队# topic page reaching 1.42 billion reads.
Simultaneously, to enhance the Olympic live-viewing experience, Red Bull Vitamin Flavored Drink sponsored Kuaishou's interview program 'Champions Are Here' (冠军来了) during the Olympics (July 24 - August 9).
The program invited 24 Olympic gold medalists and 16 popular athletes with outstanding performances to the live studio at the Tokyo Olympic Village. Well-known host Liu Yuxi guided the champions to interact with fans in real-time through live streaming.
Fans could not only hear the athletes' stories behind their victories and fun life anecdotes but also have the opportunity to ask questions directly, win champion gifts, and receive a flood of red envelopes.
**With high-quality content as the anchor, the program reached a vast number of vertical users, achieving a total of 1.021 billion views, enhancing brand exposure, breaking down barriers between the brand, athletes, and consumers, and continuously converting viewers' emotions toward athletes into brand affinity.**
After the Olympics concluded, Red Bull Vitamin Flavored Drink further celebrated the athletes' outstanding performances by placing congratulatory videos and posters in the hometowns of track and field athletes, further elevating the 'True Bull' spirit advocated by the brand.
**Stay Tuned: 'You're Truly Awesome, Red Bull Supports You' Is Not Just a Slogan**
Recalling the press conference where Tiansi Group announced its official partnership with the Chinese Athletics Association, both parties expressed their commitment to promoting a healthy lifestyle among the public, advocating a national fitness culture, and contributing to the goals of building a sports powerhouse and a 'Healthy China.'
Therefore, the author boldly predicts that Red Bull Vitamin Flavored Drink will continue to intensify its sports-scene marketing, further embedding the 'True Bull' spirit into the lives of more consumers with attitude and dreams, encouraging them to challenge themselves, break through limits, and become better versions of themselves.
What surprises will Red Bull Vitamin Flavored Drink bring us next? Let's wait and see.
**Are you 'watching' me?**


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