30 years ago a man named Dietrich Mateschitz walked into our agency with a small brown bottle containing a rather nasty-tasting liquid. It was known in Asia for its benefit of keeping managers awake after long flights and during meetings.
The brief was clear: Communicate the functional benefits of the product and differentiate it from other sports drinks known at the time.
The ‘Vitalizes Body & Mind’ proposition we developed lead to the ‘Gives You Wings’ strapline and entire brand architecture across advertising, events, culture, sampling and trade activities. In fact, the complete 360° approach before the phrase was even coined.
Together we created an energy drink that turned into an unprecedented global phenomenon. It created the Energy Drink category and opened a whole world for consumers. Today Red Bull sells over 5 billion cans a year worldwide (vs. 1.1m in 1987).