EPISODE · Oct 1, 2024 · 9 MIN
How Red Bull Uses Psychology to Sell 15k Energy Drinks a Day
from Choice Hacking: The Marketing Psychology Podcast · host Jennifer L. Clinehens
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What this episode covers
In 1982, an Austrian marketing executive named Dietrich Mateschitz flew to Thailand for a business trip. While searching for a remedy for his jet lag, he discovered a Thai energy drink called Krating Daeng that instantly cured him. Mateschitz knew he would have a hit on his hands if he repackaged the drink for the western market. Despite having an uphill battle on his hands, Mateschitz managed to make the product - now called Red Bull - a hit. Unsurprisingly, he used psychology and behavioral science to get there - knowingly or not. Join me today as I unpack the history of Red Bull, its innovative marketing approaches, and how understanding customer psychology made it a hit.
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How Red Bull Uses Psychology to Sell 15k Energy Drinks a Day
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