ANALYSIS: COMPANY CV - Red Bull

Address: Currently at 13 Hanover Square, London W1, but shortly to move to Soho Square W1.

Address: Currently at 13 Hanover Square, London W1, but shortly to

move to Soho Square W1.



Date of birth: Founded in 1984 by Austrian entrepreneur Dietrich

Mateschitz and introduced into the UK in 1994.



Nationality: Austrian.



Marital status: Single.



Background: During the 80s Mateschitz was a busy business traveller,

frequently crawling off red-eye flights and into meetings with energetic

locals. While travelling in Asia he came across a so-called ’energy

drink’, a syrup said to have magical rejuvenating effects. Finding that

it helped keep his nose out of his soup, Mateschitz decided to concoct

his own version.



The ingredients - metabolic transmitters, caffeine, vitamins and

carbohydrates - were scientifically tested and found not only to be

harmless but also to work. Mateschitz played around with the formula to

suit western tastes and launched it in Austria under the Red Bull label.

In doing so, he spawned an entirely new product category and a host of

copycat brands.



Today, 600 million cans of Red Bull are sold every year, suggesting the

world is full of very tired people. Around 50 per cent of the drink’s

sales are in the UK, where it is the market-leading energy tipple.



As well as being a favourite of fatigued businessmen, in the past couple

of years Red Bull has been embraced by another market. Mixed with vodka,

it gets you pissed and keeps you going - a winner as far as clubbers are

concerned. Those hoping to get lucky on a Friday night also happily buy

into Red Bull’s claim to ’energise, stimulate and enhance mental and

physical performance’.



Marketing director: Daniel Schwalb is marketing manager and Harry Drnec

is managing director. Contact 020 -7307 0000



Media agency: AMS Advertising holds the account, with Paul Phelps at the

helm. Contact 020-7404 9292



Annual media spend: Between April 1999 and March 2000, Red Bull spent

pounds 5 million in the UK, 38 per cent of which went on TV, 28 per cent

on press, 24 per cent on cinema and 10 per cent on radio (AC Nielsen

MMS).



Media used: The brand’s global ad campaign uses cartoons accompanied by

the endline, ’Red Bull gives you wings. ’ The animated spots are based

on fairy tales , featuring characters such as Rapunzel. TV ads are

placed in youth-focused night-owl slots.



Red Bull regularly sponsors sporting events, particularly extreme sports

such as surfing and base jumping. This summer, the brand is moving into

art. We’re not talking the Royal Academy but a national competition to

see who can make the best sculpture from used Red Bull cans.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).