How RedBull Got Its Wings?

RedBull is undoubtedly a popular energy drink in Dubai, not only that but across the world as well.

I don’t think anyone can dispute the fact that RedBull marketing, the product itself, and the brand presence in the action sports and racing communities have anything other than, magically aligned.

Did you know that RedBull one says rather bizarre energy drink that was in Thailand? And it was in these gas stations that truckers used to come in and pick it up.

It wasn’t called RedBull back then, but that was the dawn of it.

The Story

Dietrich Mateschitz

A man was on holiday in Thailand and his name is Dietrich Mateschitz, Dietrich found out that this energy drink helped him with his jetlag. Because he had some business in Thailand, people told him that this energy drink is good for hangovers too.

Dietrich went to the owner of the company (A Thai businessman) and told that he wants to take this energy drink and that he is a businessman from Austria in Europe.

They hatched a business plan, Dietrich put $500K and the Thai businessman put $500K and they came together. Dietrich owned 49% of the new company, headquartered in Salzburg in Austria.

That sets the birth of what you and I know as RedBull.

Did you know that energy drinks were called Coffee in the US?

What Dietrich didn’t know at the that he wasn’t selling just another drink, he was setting the category of energy drinks, and that is the beautiful part of RedBull.

The Marketing

Deitrich didn’t want to position RedBull as the energy drink for highway truckers, he wanted to positioned to slightly high scale connection endpoints.

Formula 1 was a popular sport in Europe. In Austria, there was a Formula 1 driver his name is Gerhard Berger, Dietrich sponsored him personally. Gerhard was in Formula 1 events drinking cans of RedBull, it was the first motorsports sponsorship that they put together.

Eventually, RedBull became a marketing and promotion company, because the one product they had was RedBull and it was going pretty well as they were expanding in Europe.

redbull_marketingThey started to put events around it and invented completely new events such as Air races, Downhill motor cross, RedBull Crashed Ice, RedBull Flutag, and Ice Cross Skate Part – RedBull Freeze.

220,000 people went to RedBull Flugtag in Cape Town, South Africa.

Did you know that the longest skydive in the history of mankind was sponsored by RedBull? It was called RedBull Stratos Jump.

If it wasn’t for that trip to Thailand, Dietrich Mateschitz would have never discovered it. This goes to show that opportunists are entrepreneurs and entrepreneurs are opportunists.

The Takeaway

When you find something compelling, be unafraid to partner.

In marketing, customer alignment with brand identity is gold.

Awad Abdelgayoum brings over 10 years of experience in digital marketing his clients as Digital Marketing & Performance Consultant. Awad is responsible for bringing in Marketing Insights & Insights for businesses in the Middle East. Awad is also involved many companies in the start-up space as an external consultant.