Red Bull’s Stratos ‘Space Jump’ Wowed the World — While Selling a Lot of Product
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Ask just about anyone in marketing to name a brand they admire, and you’ll inevitably hear about Red Bull. The 26-year-old energy drink, created by Austrian entrepreneur Dietrich Mateschitz, is a force not only in the beverage category, but in adland. Its high-profile stunts, sports-team ownerships and Red Bull Records label have made the brand a household name and serve as a powerful form of marketing.
And as the brand’s latest — and greatest — stunt proves, Red Bull’s signature brand of marketing does plenty to pump up sales.
Dubbed “the mission to the edge of space,” it featured Felix Baumgartner making a freefall jump from 24 miles above the earth last October. The jump broke five records, according to officials at Guinness World Records, and Mr. Baumgartner became the first human to break the sound barrier without engine power.
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