We all love good stories, as they never cease to fascinate us and fuel our imagination. The trials and tribulations, the struggles and the drama, the colorful cast of characters, the highs and lows, and the happy ending… all make for a gripping plot and story. Sounds like a good Hollywood script… or the latest Reality TV show? Well, I’m actually talking about brands. As their journey of how they got here and all the behind-the-scenes boardroom drama are worthy of a good novel, reality TV show, or even a Hollywood summer blockbuster.
Here’s a look at: RED BULL Energy Drink (country of origin: Thailand and Austria).
Red Bull is the most popular energy drink in the world, with the biggest market share, selling around 3 billion cans annually. The company was founded under the brand name, Kratingdaeng (Daeng = Red, Krating = Bull in Thai) by Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz. Together with his son, Chaleo owns a controlling 51% interest in the company; however, Mateschitz is responsible for the company’s operations through the Austrian company Red Bull GmbH.
Red Bull’s famous slogan is “it gives you wings” and the product is aggressively marketed through advertising, tournaments sponsorship (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing, Red Bull New York) and celebrity endorsements.