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Austrian entrepreneur [[Dietrich Mateschitz]] was inspired by an existing energy drink named [[Krating Daeng]], which was first introduced and sold in [[Thailand]] by [[Chaleo Yoovidhya]]. He took this idea, modified the ingredients to suit the tastes of Westerners,<ref>{{cite book |url=https://books.google.com/books?id=VrO3O0h6I0wC |title=Asian Brand Strategy: How Asia Builds Strong Brands |last1=Roll |first1=Martin |isbn=9780230513068 |page=199 |publisher=Springer |date=2005-10-17 |accessdate=2012-09-24}}</ref> and, in partnership with Chaleo, founded Red Bull GmbH in 1987 in Chakkapong, Thailand. In [[Thai language|Thai]], ''daeng'' means red, and ''krating'' is the word used for a large [[bovine]] animal called a [[gaur]] in formal English. In colloquial English, a [[gaur]] is more commonly called a [[bull]].
Red Bull is sold in a tall and slim blue-silver can, while Krating Daeng is in a shorter gold can.<ref>{{cite web|title=Former F1 Driver David Coulthard Thrilled Shoppers Along Bukit Bintang In Red Bull Racings Show Car Run|url=http://www.cheryl-tay.com/news/former-f1-driver-david-coulthard-thrilled-shoppers-along-bukit-bintang-in-red-bull-racings-show-car-run.html|work=Va Va Vroom|publisher=Cheryl Tay Pte Ltd.|accessdate=2012-07-27|author=Cheryl Tay|date=8 April 2011|deadurl=yes|archiveurl=https://web.archive.org/web/20120108082847/http://cheryl-tay.com/news/former-f1-driver-david-coulthard-thrilled-shoppers-along-bukit-bintang-in-red-bull-racings-show-car-run.html|archivedate=8 January 2012|df=}}</ref> The two are different products, produced separately. The Red Bull company slogan is "Red Bull gives you wings".<ref name="company">{{cite web|url=http://authoring.redbull.com/cs/Satellite/en_US/Products/Company-021242755317296|title=Company|work=Red Bull|accessdate=2011-04-02|deadurl=yes|archiveurl=https://archive.is/20130201063750/http://authoring.redbull.com/cs/Satellite/en_US/Products/Company-021242755317296|archivedate=2013-02-01|df=}}</ref> Rather than following a traditional approach to mass marketing, Red Bull has generated awareness and created a seductive 'brand myth'<ref>{{cite journal|last1=Kuehlwein|first1= JP|last2 =Chaefer|first2= Wolf|title=How modern prestige brands create meaning through mission and myth|work=Journal of Brand Strategy|publisher=Henry Stewart Publications|volume=5|issue=4|date= Spring 2017}}{{ISSN|2045-855X}}</ref><ref>Kuehlwein, JP. [https://masstoclass.wordpress.com/2015/12/15/ueber-brands-and-the-art-of-myth-making/ Ueber-Brands and The Art of Myth-Making]. www.ueberbrands.com 12/2015</ref> through proprietary extreme sport event series such as [[Red Bull Cliff Diving World Series]], [[Red Bull Air Race]], [[Crashed Ice|Red Bull Crashed Ice]] and stand-out stunts such as the [[Red Bull Stratos|Stratos space diving project]].<ref>Schaefer, Wolf and Kuehlwein, JP. 2015. Rethinking Prestige Branding - Secrets of the Ueber-Brands. Kogan Page. pp.77ff. {{ISBN|9780749470036}}</ref>
Red Bull's marketing arsenal also includes multiple sports team ownerships ([[Flying Bulls]] [actually owned by [[Dietrich Mateschitz]]], [[RB Leipzig]], [[FC Red Bull Salzburg]], [[Red Bull Brasil]], [[New York Red Bulls]], [[Red Bull Racing]], [[Toro Rosso|Scuderia Toro Rosso]]), celebrity endorsements, and music, through its [[record label]] [[Red Bull Records]].<ref name="Pump the Music">{{Cite news|title=Pump the Music: Red Bull Eyes Starting Branded Music Label — NYPost.com|url=http://www.nypost.com/p/news/business/item_SY9XQMYwCgtsf6cCoINAOO;jsessionid=A41FF58821B638E4FD7E126596BCABFB | work=New York Post | first=Peter|last=Lauria|date=2008-04-01}}101013 NYPost.com</ref>
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In 2012, the Kuwaiti [[Ministry of Commerce (Kuwait)|Ministry of Commerce]] banned Red Bull for people under 16 after it had allegedly caused heart attacks for a 16-year-old and a 21-year-old national squash team player.<ref>{{cite web | title = Kuwaiti player dies after taking energy drinks |publisher = GulfNews| url = http://gulfnews.com/news/gulf/kuwait/kuwaiti-player-dies-after-taking-energy-drinks-1.1184369 |author=Habib Toumi, Bureau Chief|date=2013-05-16| accessdate = 2014-07-05 }}
</ref><ref>{{cite web | title = KUNA : Decisions regulating sale of energy drinks issued - Economics - 21/10/2012 | url = http://www.kuna.net.kw/ArticleDetails.aspx?id=2269729&language=en |date= 2012-10-21|accessdate = 2014-07-05 |publisher=[[Kuwait News Agency]] (KUNA)}}</ref><ref>{{cite web | script-title=ar:كونا : وزارة التجارة تصدر قرارا ينظم انتاج وعرض وبيع مشروبات الطاقة - التجارة - 21/10/2012 | url = http://www.kuna.net.kw/ArticleDetails.aspx?id=2269682&Language=ar | date= 2012-10-21|accessdate = 2014-07-05 |publisher=[[Kuwait News Agency]] (KUNA)|language=ar}}</ref><ref>{{cite web | script-title=ar:"التجارة": مشروبات الطاقة ممنوعة لمن دون الـ 16 | publisher=[[Al-Qabas newspaper]] | url
</ref><ref>{{cite web | title = Red Bull and a crisis in Kuwait that hasn’t hit the headlines |publisher= Alex of Arabia's Blog | url = http://alexofarabia.com/2013/04/20/red-bull-and-a-crisis-in-kuwait-that-hasnt-hit-the-headlines/ | accessdate = 2014-07-05 }}
</ref><ref name="Red Bull Kuwait Loses Millions">{{cite web|title=Red Bull Kuwait Loses Millions|url=http://www.q8critic.com/red-bull-kuwait-loses-millions|publisher=Q8Critic|date=2012-10-24|accessdate=2013-06-28|deadurl=yes|archiveurl=https://web.archive.org/web/20130625023916/http://www.q8critic.com/red-bull-kuwait-loses-millions/|archivedate=2013-06-25|df=}}</ref><ref>http://omarker.com/?p=15727</ref>
==Litigation==
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* Red Bull Storm Chase - A worldwide windsurfing competition in storm conditions with wind speeds of at least force ten<ref>{{cite web|title=Red Bull Storm Chase|url=http://www.redbullstormchase.com|publisher=Red Bull|accessdate=2014-02-09}}</ref>
* Red Bull Supernatural - A "backcountry boarding competition designed to challenge, then crown the best all-around snowboarder on the planet."<ref>{{cite web|url=http://www.redbull.com/cs/Satellite/en_INT/Event/Red-Bull-Supernatural-021243151773398|title=Red Bull Supernatural Event Web Page|accessdate=2012-08-22}}</ref>
* [[Red Bull Soapbox Race]]<ref>{{cite web |url=http://soapbox.redbull.co.uk |title=Red Bull Soapbox Race |deadurl=no |archiveurl=https://www.webcitation.org/6EGAPROvk?url=http://soapbox.redbull.co.uk/ |archivedate=2013-02-07 |accessdate=2013-02-07 |df= }}</ref>
* [[Red Bull Unleashed]] - A surfing event at [[Surf Snowdonia]], north Wales<ref>[http://www.redbull.com/uk/en/surfing/events/1331738020044/red-bull-unleashed-2015 Red Bull Unleashed]</ref>
* Red Bull World Bridge Series<ref>{{cite web|url=http://worldbridge.org/2014-world-bridge-series.aspx |title=2014 World Bridge Series - World Bridge Federation |publisher=Worldbridge.org |date=2013-07-24 |accessdate=2014-06-10}}</ref>
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