mOriginated in Thailand in the

1970¶s it was first called

³Krating Daeng´.
m The recipe was recreated by
Dietrich Mateschitz in 1987 to
better suite Austrian tastes.
mRed Bull was launched in
Germany in 1994 after meeting
with huge success it was
launched globally in 1997.
m In 2003 the sugar-free Red
Bull was introduced into the
market.
mRed Bull was released in
Canada in 2004.

Ô
 
  
Regular Can (left)
m Water, sucrose, glucose,
sodium citrates, carbon dioxide,
taurine, glucuronolactone,
caffeine, inositol, niacin,
pantothenic acid, vitamin B6,
vitamin B12, caramel and
riboflavin.
Sugar-Free Can (right)
m Sucrose and glucose are
replaced with acidity regulator
sodium citrates and sweeteners
(acesulfame potassium and
aspartame).

Ô
   

mRed Bull has recently faced much controversy in regards to the health
concerns associated with it.
mDue to the high levels of taurine and caffeine it has been banned in
countries such as; Denmark, Norway, France, Uruguay and Iceland.
mIt has been proven that caffeine can be deadly when consumed in
massive doses, but the amount estimated to prove fatal is 10 grams,
which would require 125 cans of the drink.
mA study conducted in 2007 by American researchers found that
although consumption of Red Bull could increase both blood pressure
and heart rates it was only dangerous for those people with heart
disease.
mMost claims about the dangers of Red Bull and other energy drinks
have been proven to be nothing more than urban myths.
m Market Share of Red Bull in
the U.S. compared to other
similar products including;
Monster, SoBe Energy
Rush, Full Throttle and
Rockstar.
mRed Bull controlled
approximately 60% of the
U.S. market in 2006 with 3
billion cans sold worldwide.
m Red Bull has managed to
maintain their strong market
share through advertising
and heavy event
sponsorship.
mRed Bull sponsors many extreme events
such as; cliff diving, BMX, skiing and
skateboarding.
mInstead of traditional advertising, Red Bull
relied on a strategy of word-of-mouth or
³buzz´ marketing. Red Bull focused on
getting the word out through various
stealth marketing techniques, playing on
associations with energy, danger and youth (Above) Red Bulld s cartoon
culture, carefully cultivating its mystique. character (Below) Brand
Through its sponsorship of youth culture marketing teams drive these
and extreme sports events, Red Bull cars.
developed a cult following among
marketing-wary Generation Y-ers, (18 to 29
yr olds) who perceived it as an anti-brand.
While it purported to be a sports drink, it
was mostly sold in clubs and bars as an
alcohol mixer.
m Red Bull sponsors many great athletes
such as Travis Pastrana (shown below
right), a freestyle dirt biker who
remained undefeated at two Red Bull
X-Fighter events.
m They have their own NASCAR team
(shown below)- driver Brian Vickers
and two F1 cars (shown above right)-
drivers David Coulthard and Mark
Webber.

Ô
  


  

   !

"   
#$%&
m Red Bull is created for periods of increased
mental and physical exertion.
m The logo of two crimson bulls in opposing
charge at a yellow sun, was chosen to
symbolize kinetic virility and pugnacity.
m While taurine is naturally produced from bull
bile, the taurine found in Red Bull is produced
synthetically to insure the highest quality.
m Red Bull is safe for vegetarians, vegans and is
dairy and wheat free.
m Current motto: ³Red Bull Gives You Wings´.
m Red Bull is currently sold in more than 130
(Above) Red Bull
countries.
founder, Dietrich
m Red Bull contains about as much caffeine Mateschitz.
(80mg) as one cup of black coffee.

Ô


'
  
!
()*+*Ô
*,  *)
 *Ô %-%$

|