From little things, big things grow. In 1982,
Dietrich Mateschitz sampled a single can of
something called Krating Daeng, a Thai energy
drink, and thought it would be a good idea to
launch something similar in his native Austria.
He wasn’t the first. Over one hundred people in
Europe had already seen the potential of energy
drinks but they had also seen the might of
Coca-Cola and Pepsi.

Undeterred, Dietrich soldiered on and created
a guerilla marketing campaign with a consistent
message and a one-brand distribution network,
operated directly by the company.

Today, Red Bull holds a 70% share of the energy
drinks market worldwide and sells more than
a billion cans annually. Coke and Pepsi are
probably wondering what hit them.