• Who is behind the jump from the stratosphere: The history of the founder of Red Bull •

Austrian businessman Dietrich Mateschitz turned the brand of energy drink Red Bull in a symbol of extreme entertainment, and raised it to the level of the stratosphere.

The Corporation has proven that effective marketing is possible and without the use of traditional industry schemes. Corporate Culture Red Bull - full credit for the company's founder, billionaire Dietrich Mateschitz, writes Forbes.ru.

Businessman himself in the past engaged in marketing communications. He received specialized education in the Commercial University of Vienna in 28 years. After that, Mateschitz worked in large corporations - Unilever and Jacobs Coffee. His first top managerial position was as Director of International Marketing of the German Blendax (later bought by Procter & Gamble) - producer of toothpaste, creams and shampoos. In the new work Mateschitz had to travel a lot around the world. During a trip to Thailand he discovered the local tonic, which was already popular in Asia, and was used mainly as a means to recuperate from jet lag. The project is so inspired Mateschitz that in 1984, he left Europe to join the beginning Yuvide, releases Thai "proto-Red Bull» - since 1970 a pharmaceutically, TC Pharmaceuticals launched the drink Krathing Daeng («Red Bull»).

Each partner invested in the business by $ 500,000 and received a 49% stake in the new joint company (another 2% departed son Yuvidi). Mateschitz took over and operational functions. For three years, he perfected the formula energy, dealing with all the nuances of preparing to enter into new segments, until the shape of the package. He came up with the name Red Bull, made a fizzy drink and created the iconic design of a narrow silver-blue cans. Familiar Mateschitz threw his famous slogan «Red Bull gives wings", which looks after Sunday prophetically.

Confidence in the future of the Austrian product was so strong that it completely ignored the results of the survey, which clearly showed a negative perception of the taste of customers, design and advertising Red Bull. "From the beginning we were aware that our drink no market. But that Red Bull had to create it. So in the end what happened "- recalled Mateschitz in an interview with Forbes in 2005.

Although the origin of his own "traditional" advertising industry, in the case of an entrepreneur with Red Bull decided to break stereotypes maximum marketing. The company became the sponsor shares Flugtag, in which anyone can build a flying machine, and fun in the water to fall off a cliff. Red Bull has always positioned itself as a drink for students and visitors of bars, which actively impose a range of alcoholic drinks with energy. The company has sponsored athletes, mainly in extreme forms. Because of this Red Bull has earned a reputation associated with adrenaline, energy, emotions, that it would be impossible through conventional television advertising.

Tactics Mateschitz fully worked. In the ranking of the world's billionaires, according to Forbes his fortune was estimated at $ 5, 3 billion. At Red Bull today - a share in two football teams (Salzburg and New York) and a private "stable" in F1. In addition, Mateschitz owned resort on Fiji's collection of historic aircraft and vehicles. Austrian partner for Red Bull Yuvidya died in March at age 89.