Red Bull doesn’t run ads.
It runs cliff dives, F1 teams, and space jumps.
While Coca-Cola bought TV spots, Red Bull became the TV show.
Here’s how they turned adrenaline into a media empire and sold 11 billion cans doing it: https://t.co/aeqJczYQOn
Founded in 1987 by Dietrich Mateschitz, Red Bull wasn’t just a new beverage, it was a new category.
But competing in the beverage industry (dominated by Coke & Pepsi) was nearly impossible.
So they built a brand that made people feel something.
Something extreme... https://t.co/UuH5gFWsM6
Red Bull’s insight: if they couldn’t compete on price or scale, they’d compete on emotion and attention.
They created Red Bull Media House, a media company that produces:
• Films
• TV shows
• Live sports events
• Adventure content
• YouTube documentaries
Instead of buying attention, they earned it.
Red Bull aligned itself with high-risk, high-reward experiences:
• Air races
• F1 racing
• Cliff diving
• Mountain biking
• Skydiving from space (Felix Baumgartner)
• Surfing, snowboarding, skateboarding https://t.co/DgAC8xSlqq
These weren’t just sponsorships, they were ownership plays.
They created the events, produced the content, and embedded the product into a lifestyle. https://t.co/B2KsBhKQFr
In 2012, Red Bull sent Felix Baumgartner to the edge of space.
He jumped from 128,000 feet, broke the sound barrier, and landed safely on Earth.
8 million people watched it live & 52 million in the first month.
The jump was more viewed than the Super Bowl that year. https://t.co/JPiKtEabJo
Every Red Bull video, event, and story points back to one thing:
“Red Bull gives you wings.”
They created a world where drinking Red Bull means you live on the edge.
And when your brand becomes a cultural symbol, you don’t need to sell, people buy to belong. https://t.co/2eyGm100Ub
Today:
Red Bull sells over 12 billion cans a year
• Available in 173+ countries
• 2022 revenue: $10.9 billion
• 43% market share of the global energy drink industry
But more importantly...
They’ve built a brand that’s impossible to copy. https://t.co/FRlWoFIjDg
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