Soon, they were not just seen as a drinks brand but as a culture and lifestyle brand. They already had 100% market share because no other energy drink had been launched in Europe at that time, so they were very exclusive and therefore very desirable.

Not long after inception, Red Bull had lift-off. Red Bull got their logo out wherever they could, on TV and at extreme sporting events, and promoted their energy drink to sporting athletes who would then promote the Red Bull brand. They then began to market the absolute sh*t out of it, making a name for themselves in the extreme sporting industry and soon becoming the thrilling epitome of youth and sporting culture that we know them as today. They discovered that the extreme sporting industry depended a lot on the adrenaline, energy and excitement of all people involved and that their product was perfectly suited for this type of audience, thus finding their “niche” and their ideal customers. In 1988 Red Bull sponsored their first-ever sporting event, “The Red Bull Dolomitenmann”, one of the most challenging relays on the planet. How do I hear you say? Red Bull found their audience and customers very early on. Now, Red Bull has the highest market share of any energy drink product in the world and sells almost 7.9 billion cans every year worldwide (wiki). The launch of Red Bull signified the beginning of a new product and the beginning of a whole new drinks category. At that point, the idea of a carbonated energy drink in Europe had not been heard of nor thought about. Red Bull was launched in Austria back in 1987 by Austrian entrepreneur Dietrich Mateschitz after a visit to Thailand where he found the energy drink Krating Daeng.

But how?! And what’s the secret to their success? They are doing it all, and they have us gripped. From their up-to-date YouTube channel to their television broadcasting, sponsorship of some of the world’s most famous sporting events and having their own Sky Channel, magazine publications, journalism, radio channels and lastly, creating high-end documentary films. These guys have transcended from being a single product energy drink brand into a world-renowned and globally acknowledged publisher of media, TV, print and film. Of all the brands nailing content marketing right now, arguably, Red Bull is the undisputed leader.

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