Red Bull: brand profile

First introduced in Asia in the late 1960s, Red Bull began a small revolution in the global soft drinks market in the 1990s. Since its European launch in 1987, the sickly sweet stimulant has carved out a whole new niche of "energy drinks", forcing soft drinks giants Coke and Pepsi to play an undignified - and so far largely unsuccessful - game of catch-up. Meanwhile, Red Bull itself is approaching megabrand status, with retail sales of well over $4bn. It must be true; Red Bull really does give you wings... Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see Soft Drinks Sector for other companies and brands

The Adbrands Profile of Red Bull summarises the brand's history and current operations. Subscribers may access the following website links: redbull

Red Bull website

Red Bull worldwide

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