Red Bull’s History: Marketing, Caffeine and the Wings Lawsuit

Wait! Add this, please. It's my fuel.

Fuel? Who told you there's energy in that can?

It says so. It gives you wings.

In twenty fourteen, they paid thirteen million dollars to

settle with the people

who never got their wings.

Thirteen million? No, no, it's real. I feel it.

My heart is going like-

Shh. Not another-

Wait! Let me do it. Shh. Not another word.

Watch this.

Thailand, 1976. Truck drivers fall asleep at the

wheel. A pharmacist mixes them a sweet syrup in

little brown

bottles. Krating Daeng, Red Bull.

1982, Dietrich Mateschitz, an Austrian toothpaste salesman

wrecked by jet lag, tries it in Bangkok and sees a gold mine.

They each put in five hundred thousand dollars.

In Europe, the first tests are a disaster.

It tastes like medicine, so he doesn't change the taste.

He changes the story. Bubbles, a slim silver can, a

price above Coca-Cola. Not a syrup for truck drivers anymore.

Youth, speed, wings. Students get paid to hand out free cans

at parties. France bans it for twelve years.

It doesn't stop the legend. Then the stunts, and in 2012,

a man jumps from the edge of space while eight million people watch live, the

can in every frame. Last year, almost fourteen billion cans.

Drink this. The message never changed.

Drink this, and you're one of them.

So what am I feeling right now?

A cup of coffee's worth of caffeine and nearly seven spoons of sugar.

Caffeine doesn't give you energy. It blocks the signal that you're tired.

The tiredness waits for you tomorrow with interest.

So I just stop?

Stop all at once, and your head makes you pay.

That tells you who's holding who.

You can keep borrowing from tomorrow or go quiet.

Watch, learn, like, subscribe, and evolve

quietly until you're the wolf.