How it all began
Dietrich Mateschitz founded Red Bull in the mid-1980s. He created the Red Bull-recipe and developed a unique marketing strategy for Red Bull. On April 1st, 1987, the very first Red Bull energy drink was sold in Austria. This not only marked the introduction of a completely new product, but also the emergence of a completely new product category. Today, Red Bull is available in more than 170 countries and until today, more than 60 billion cans of the drink have been consumed.
Mateschitz was able to find a congenial partner in Johannes Kastner and his advertising agency Kastner & Partners. The two of them dedicated themselves so uncompromisingly to the Red Bull project that their friendship almost ended because of it. No idea could satisfy the Mateschitz’s critical eye, until Kastner startled Mateschitz from his sleep late one night with a phone call: »I got it: Red Bull gives you wings.« One of the most iconic advertising slogans in the world was born.
The functional drink was meant to invigorate mind and body in equal measures and deliver the energy needed for that. It supplies athletes with renewed energy, motivates creative types to take off on new flights of fancy. That’s what Kastner & Partners developed the Red Bull cartoon strategy for: famous characters, universal stories or important events with which a broad audience can identify, are to be found in the so-called »Bigger than life«-stories with an unexpected turn. Still, even with all those wonderful properties, the brand is meant to pull off a big dose of self-irony as well: »If you can laugh about yourself, you get more out of life.« A graphic realization containing exactly those factors, that is: mind and body, energy and wings, humor and self-irony, was tweaked.