Quote[/b] ]Dietrich Mateschitz and Nina Avery travelled to Thailand and saw that the tuk-tuk (rickshaw) drivers drank a substance to keep them energized throughout the day. After some alterations to the recipe, and a flavor modification for the public, Red Bull was born. He adapted it from the Thai beverage Krating Daeng (กระทิงแดง), which translates into the English language as Red Gaur. In 1984 he approached the local firm TC Pharmaceuticals to license it. They agreed, and took a 51% stake in his firm, Red Bull GmbH. The architecturally spectacular headquarters are located in Fuschl am See, Austria.
How did they get started with their marketing?
"Initially, Red Bull created a strategic program to provide "cool" post-secondary students with free cases of the drink, and then convince them to throw a party. This viral campaign created a noticeable ripple effect, boosting sales. This grass roots marketing strategy is still used today in the way of mobile street teams and oncampus reps (student brand managers). This way of marketing to the targeted consumer has gained much publicity and is deemed highly effective."