Word: mateschitz
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Dates: during 2000-2009
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...companies resort to elaborate feats of marketing sleight of hand. Walker draws back the curtain on the pioneering branding campaign that created a mystique around the energy drink Red Bull, which was introduced in the U.S. in 1997. As the corporate saga goes, Red Bull was invented by Dietrich Mateschitz, an Austrian entrepreneur who "supposedly came across a syrupy tonic favored by rickshaw drivers in Thailand, called Krating Daeng." Rather than rely on a traditional TV ad campaign, the company mounted an expensive stealth-marketing campaign, enlisting extreme-sports enthusiasts to ride wind-powered kiteboards to Cuba and host elaborate...
...people can say they created an industry. But Dietrich Mateschitz founded a company in his native Austria that has changed the way young people party around the world. Red Bull, the champion of hypercaffeinated energy drinks, posted sales of $1.5 billion last year, 70% of the global market. He credits a thirst for "antiauthoritarian" products. His sponsorship of ultrasports like street luge and winter surfing has tapped a vein of young male consumers. Mateschitz, a climber and snowboarder, wants to promote a product and a lifestyle. "Extreme sports are more than a marketing tool," he says. At this month...
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