The drink that "gives you wings"
Corporate Vision
To understand the origins of Red Bull, we must travel to rural Thailand. There, Chaleo Yoovidhya, a man with humble roots and a background in chemistry, identified the needs of farmers exhausted by their intense workdays.
With an innovative vision, he designed a formula that combined taurine, caffeine and B vitamins, creating an energising drink that helped improve performance and endurance. His creation quickly gained popularity among the working class, becoming a regional phenomenon.
How he started flying
On one of his business trips to the country, Austrian businessman Dietrich Mateschitz tried the drink called ‘Krating Daeng’ and was impressed by its revitalising effects and its ability to combat fatigue. From that moment on, Mateschitz saw a new market opportunity: a unique and novel drink offering never-before-seen benefits.
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To win over Western markets, Mateschitz tweaked the formula by adding carbonated water, and relaunched the product under the name Red Bull. His iconic slogan ‘Red Bull gives you wings’ encapsulates his mission to energise and motivate. What started as a personal solution to combat fatigue became a global success.
This move not only revolutionised the energy drink market, but also redefined its marketing strategy by associating itself with adventure, extreme sports and self-improvement. The Red Bull consumer is looking for more than just energy; they are looking for pleasure in the product, a sensory experience that gives them freedom.
Building brand image
Over the years, Red Bull has established its industry leadership through continuous innovation and the ability to adapt to market trends. From its original formula to multiple special editions, the brand has expanded its offerings to satisfy the most diverse palates.
Today, Red Bull is not just a drink, it's a lifestyle that inspires millions of people to push their limits. Dietrich's adaptation of the product formula for the Western market reflects the importance of meeting and listening to consumer preferences.