Blog: Andy MortonThe freefall gamble that earned Red Bull its wings

Andy Morton | 16 October 2012

Red Bull reached new heights on Sunday

Red Bull reached new heights on Sunday

It may not equal Felix Baumgartner's leap into the unknown on Sunday, but when Red Bull agreed to fund the extreme parachutist's attempt to freefall from near space, executives at the Austrian firm were taking their own big risk.

Space travel, even near-space travel, is expensive, and if Baumgartner had died in his attempt Red Bull could have been indelibly linked to the result. But the gamble paid off, perhaps better than anyone could have expected. 

The jump, which can be seen below, was yesterday called “perhaps the greatest marketing stunt of all time” in Forbes magazine and estimated to be worth “tens of millions of dollars of global exposure”. Eight million people online watched the moment Baumgartner stepped from his balloon 24 miles above the New Mexico desert and many more have seen the blanket media coverage. 

Of course, this is all in keeping with Red Bull's unique focus on extreme sports, as outlined in this Guardian article, from its high-profile sponsorship of a Formula One team to funding ex-ice hockey pros to race down mountains. None, though, have had the penetration of yesterday's planetary plunge.

So, well done, Red Bull. And well done, Felix Baumgartner. While Heineken and the Coca-Cola Co continue to spend millions on football and the Olympics, his one small step for man resulted in one giant leap for Austrian energy drinks.


BLOG

Flavour stick "ages whisk(e)y three years in 24 hours"

Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....

BLOG

US lacks bottle for craft soda revolution

PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....

BLOG

Beer cocktails abound as SABMiller gives Peroni a push

SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...

BLOG

The just-drinks Weekly Round-Up

Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....

just-drinks homepage



Forgot your password?