00:00Red Bull skipped normal ads for stunt shows, then became the world's biggest energy drink.
00:051987, Dietrich Mateschitz discovers a Thai energy drink in Bangkok.
00:09It's called Krading Dang. Local truck drivers drink it to stay awake.
00:13Dietrich tries it. He feels incredible. This could work in Europe.
00:16He buys the rights, partners with the Thai owner.
00:18They create Red Bull, Western formula, better taste, sleek can.
00:221987, Red Bull launches in Austria.
00:24The plan? Traditional advertising, TV commercials, print ads, supermarket promotions.
00:29They create the first campaigns. But something feels wrong.
00:32The ads are boring, generic, forgettable. Every energy drink does this.
00:36Dietrich makes a radical call. Stop all traditional advertising.
00:40The marketing team is confused. What do we do instead? How do we sell?
00:43Dietrich has a vision. We don't advertise the drink. We advertise a lifestyle.
00:47The team doesn't understand. What does that mean? He explains.
00:50We sponsor extreme athletes. We create insane events.
00:54We make people want to be Red Bull. Marketing budgets shift.
00:56Zero TV ads. All money goes to stunts. Cliff diving competitions.
01:01Formula One racing teams. Extreme skiing events. Breakdancing battles.
01:04The board thinks he's insane. Nobody does marketing like this.
01:07This will bankrupt us. People need to see product ads.
01:10Dietrich doesn't listen. He goes bigger.
01:121991. Red Bull sponsors a wingsuit jump from a skyscraper.
01:16The footage is everywhere. News channels, magazines, free publicity, worth millions.
01:21They don't stop. They sponsor everything extreme. If it's dangerous, Red Bull is there.
01:262005. Red Bull launches their own media company.
01:29Red Bull Media House. They don't just sponsor events. They create them.
01:32Red Bull Rampage. Red Bull Air Race.
01:34They own the content. Own the distribution. Own the narrative.
01:372012. The ultimate stunt.
01:39Felix Baumgartner. Jumps from space.
01:42128,000 feet. Breaks the sound barrier.
01:44In free fall. 8 million people watch live. On YouTube.
01:48Red Bull's logo. Everywhere.
01:49The media value? $6 billion.
01:52Cost to Red Bull? $50 million.
01:54The return? Priceless.
01:55Today, Red Bull sells 12 billion cans a year.
01:58They still spend zero on traditional ads.
02:00Instead, they own two Formula One teams.
02:03A soccer club. A hockey team.
02:04An entire media empire.
02:06They don't sell energy drinks. They sell adrenaline.
02:08And people buy it. Buy the billions.
02:10The lesson? Don't interrupt what people love.
02:12Become what they love.
02:13Follow for more innovations history.
Comments