Dietrich Mateschitz took inspiration from the Thai drink Krating Daeng by Chaleo Yoovidhya. Mateschitz was intrigued and decided to collaborate with Yoovidhya; together they created Red Bull GmbH, however they weren't always successful. Because energy drinks were such a new concept people were hesitant to consume them. Nonetheless Red Bull's ingenious marketing strategies would change it all. With newfound success they were able to move into international markets like the Hungary and Slovenia market.

Like mentioned before Red Bull wasn't always number one. They started of by promoting their own drink at sporting events and found a bit of success and decide to continue marketing that way. They were able to create value for the product when it started being associated with extreme sports like BMX and motocross. Going more in depth to the sports aspect, they launched an F1 team in 2004. This move would help with the growth of Red Bull as loyal fans of F1 followed carefully for new teams.

Their marketing campaign was also genius, that helped Red Bull grow into what is today; it included artwork, sports and inspiring messages. Their ads have actually always advertised what it was like to consume Red Bull. If anything they have gotten bolder with their statements including what seems like very hard sports for an average person, this eventually caused the public to trust in them and has caused Red Bull to gain more popularity as the brand grows.

Work Sited:

https://www.untaylored.com/post/the-business-model-and-revenue-streams-of-red-bull-explained 

https://thebrandhopper.com/2024/01/13/red-bulls-success-story-and-success-factors/