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 around $11bn. It must be true; Red Bull really does give you wiiings... Nevertheless, there is no shortage of supervisory bodies keen to clip those wings over recurring but still unproven concerns that Red Bull carries health risks because of its caffeine content or even encourages under-age alcohol consumption by acting as a "trendy" mixer for vodka. So far, Red Bull has successfully fought off those complaints.

Which agencies handle advertising for Red Bull? Find out more from Adbrands Account Assignments

Who are the competitors of Red Bull? See Soft Drinks Sector for other companies

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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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