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.
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
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
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
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.