Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact, but it was also the birth of a totally new product category.
Today Red Bull is available in 171 countries and over 75 billion cans of Red Bull have been consumed so far. Red Bull is the ultimate energy drink, especially for athletes. Full of energy, passion and power, the brand supports all sports that are full of adrenaline, thus their social media is full of the feeling of speed and thrill.
Opium Works is responsible for sharing this feeling, based on the brand’s international guidelines to increase engagement and connect the international athletic scene.