Once a humble and unknown energy drink, Red Bull’s has risen to become global behemoth of unimaginal proportion. Now sold in 170 countries Red Bull has transcended time and cultural boundries that symbolizes boundless energy, bold ideas and relentless ambition. But how in the world did ‘little ol’ Red Bull reach such dizzying heights?
The Tale of Red Bull
Red Bulls’ story begins in Thailand with an energy drink called Krating Daeng. It was popular with Thailand’s large labor force of blue-collar workers. They worked shifts long, energy-draining shiftes, and Krating Daeng gave them a much-needed boost. One day an Austrian businessman named Dietrich Mateschitz stumbled across Krating Daeng, tried it, and marveled at how well it worked. He changed Krating Daeng’s name to Red Bull, kept the logo, tinkered with the formula, and gave it a whirl in Austria where it failed miserably. “Disaster”. “Catastrophe”. Marketing firms told Mateshitz that Red Bull would go down in flames. Consumers gave Red bull two thumbs down.
Red Bull was an obscure micro-niche product in a non-existent energy fdrink category. But, in the spirit of Red Bull, Mateshitz challenged the conventional wisdom of traditional marketing and advertising.
Mateshitz believed Red Bull simply needed to be turned loose into the wild. In this case it was the stomping grounds of high-energy college life, bars, and club scenes. Soon Red Bull could be seen romping freely around at college parties and other night life venues where people could get their hands on it. As luck would have it, Red Bull was banned in several European countries for its high caffeine and taurine count. Mateschitz was thrilled. Why? Because it’s contraband status would only made Red Bull more desiraable. Thank you serendipty.
Red Bull’s transformation into an iconic symbol extreme sports. Mateschitz put Red Bull in the midst of these adrenaline charged surroundings and into the hands of those who thrived off it. Red Bull leveled up its chemistry with those cut from the same clothe by creating, and promotimg jaw-dropping events like cliff diving, street snowboarding, formula one racing, football, and sponsoring legendary competitors .
Sales soared.
Next, not knowing the meaning of brakes, Red Bull launched the Red Bull Media House, a full-scale media company by producing it’s own content of powerful films, documentarties, events and online content. Red Bull also owned a variety of media platforms that showcased its ethos inspired content. In doing so, Red Bull was becoming more than an energy drink, it was becoming way of life.
From the very beginning Mateshift, recognized brand magic in the making. He also knew not to mess with it. For over 40 years Red Bull has remained firmly rooted in core of energizing and inspiring people to live life at it’s fullest. Red Bull gave them wings.
While the transformation of Red Bull seems straight forward, nothing could be further than the truth. There were other powerful unrepeatable factors at work behind the scenes. The 1980swas me generation and success driven mantra of “lunch is for wimps” and Top Gun blockbuster famous quote ” I feel the need for speed.”. The 1990s was a gateway to a brave new world marked by the internet, hip hop, extreme sports, and culture clash. With the 2000’s came the digital age, and social media was off to the races. Fast forward to today, instead of a reflection of culture Red Bull is at the very center of culture.
Fast forward to today, instead of a reflection of culture Red Bull is at the very center of culture.
Red Ball built a world-class sporting empire. Meanwhile Red Bull had become an emblematic symbol of an unfettered thrill of being alive. The heady rush of pushing the limits. Strength. Determination. Achievement.
developed an iron-clad alchemy that led to its global dominance.
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