The Red Bull story: how a drink that failed its market test now sells almost 14 billion cans a year
Why Red Bull spent a third of its sales on marketing, from flying machines to athletes
In 2004, Coca-Cola spent about 9 cents of every dollar it earned on marketing. Red Bull spent more than three times that, and a big part went to events, like home-made flying machines, and to athletes. What does a drink company get from people jumping off a ramp?
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Here is one of those strange things. In 1992, in Vienna, Red Bull holds its first Flugtag, which means "flying day" in German. People build flying machines at home. Then they run off a high ramp and try to fly over the water.
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It is not cheap. In 2004, Red Bull spent 600 million dollars on marketing: 30 of every 100 dollars it earned. Coca-Cola spent 9. Red Bull does have TV ads, little cartoons. But much of the money goes to people who jump off ramps.
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