Red Bull has been able to maintain a competitive advantage, because Red Bull tries to be as close as possible to its consumers. Their most efficient way of marketing their brand is their street team, the “Wings Team”. The Wings Team usually drives around in Red Bull cars and promotes events or concerts, aimed at the younger generation. Another strategy that Red Bull uses to be competitive is to employ its consumers. Red Bull recruits students to become Student Brand Managers, which essentially means they are Red Bull ambassadors for their school and are tasked with integrating Red Bull into all major activities on