It’s All About The Thrill

By Robin Jay

Fernanda Maciel 2015

Fernanda Maciel 2015

For Austria-born marketing guru Dietrich Mateschitz, the epiphany of a lifetime came during a business trip to Thailand on a mission – of all things – to sell Blendax toothpaste for Procter & Gamble. There, he became infatuated with a high-sugar, high-caffeine drink called ‘Krating Daeng’ (which means Red Bull) that mostly truck drivers and other intensive-labor-driven workers bought for stamina.

Some colleagues thought Mateschitz was nuts when he suggested launching a similar energy drink in Europe and the United States. But the shy executive stuck to his guns, connected with the founder of Krating Daeng, and in 1987 co-launched Red Bull. Today, 27 years later, it is the highest-selling energy drink on the globe, selling more than 5 billion cans in 167 countries in 2014. Why the super success? Because Mateschitz knew it was never just about a sports drink in a can – it was about an adrenaline-driven lifestyle brand. His company’s slogan, “Red Bull gives you wings,” is marketed ingeniously through a campaign of worldwide thrill events – like cliff diving; air racing; ice climbing; mountain scaling; sky diving, and racing about anything on wheels (just to name a few).

Mateschitz has told reporters, “Red Bull is an invitation, as well as a request, to be active, performance-oriented, alert and to take challenges. When you work or study, do your very best. When you do sports, go for your limits.”

Get a load of some of the Red Bull’s best thrill-sport action scenes performed by some seriously rugged athletes joyously juiced up on Red Bull in the last year…

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Alex Megos climbs ‘Beekeepers Apprentice’ at the Buttermilk Boulders near Bishop, CA, USA on November 18, 2014.
PHOTO:  Ken Etzel

 

 

 

 

 

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March 23, 2015. Leg 5 to Itajai onboard Abu Dhabi Ocean Racing. Day 05. Phil Harmer finds space to brush his teeth away from the saltwater. PHOTO: Matt Knighton

 

 

 

 

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TJ Rogers poses for a portrait at Red Bull’s Last Resort just outside of Halifax, Canada on September 19, 2014.
PHOTO: Scott Serfas

 

 

 

 

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Marco Waltenspiel, Marco Fuerst and Georg Lettner fly their wingsuits in tight formation above the crater of Mt. Bromo in Indonesia on March 2, 2015. PHOTO:  Wolfgang Lienbacher

It’s All About The Thrill