RED BULL: HOW THE BRAND CREATED AN ELITE IDENTITY WITHOUT BECOMING INACCESSIBLE

The Origin of Red Bull – An Energy Drink That Changed the World
The history of Red Bull begins in the mid-1980s, when Dietrich Mateschitz , an Austrian businessman, discovered an energy drink called Krating. Daeng in Thailand. At the time, he was suffering from jet lag. lag and realized that the drink helped improve his energy and focus. Inspired by this experience, Mateschitz had the vision to transform this local product into a global brand.
The first step was to adapt the formula to suit Western tastes. While Krating Daeng was sweet and had a strong flavor, so Mateschitz tweaked the recipe to create something smoother and more refreshing. He also added carbon dioxide, turning it into a fizzy drink. The name " Red Bull" was chosen because of its universal appeal and association with energy and strength.
The initial marketing strategy was crucial to the brands success. Mateschitz didnt just want to sell a drink, he wanted to create a culture around it. He positioned Red Bull as something unique, aimed at people who lived intense and challenging lives. From the beginning, the brand adopted an irreverent and innovative tone, distancing itself from conventional marketing strategies.
Why was Red Bull different?
While other companies invested in traditional advertising, Red Bull invested in experiences and events that captured the essence of its value proposition: energy, adrenaline and overcoming obstacles. This included sponsorships of extreme sports, music festivals and extreme competitions. This approach helped build a brand identity that went beyond the physical product.
Practical Example: Launching on the Austrian Market
When Red Bull launched in Austria in 1987, the marketing team distributed free samples at universities, gyms and sporting events. They also organized go-kart races and other extreme events to appeal to the young, energetic audience. This strategy not only generated curiosity, but also created an emotional association between the brand and the active lifestyle. The result was an immediate success, with Red Bull quickly becoming the drink of choice for students and professionals looking for a boost of energy in their daily lives.