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Company Visit with Red Bull's Marketing Director

On Friday February 10, at 3pm students will have the opportunity to meet Red Bull.

Joining us on campus for a special lecture will be Roberto Giugliano, Head of Marketing and Communication at Red Bull.  The lecture is dedicated to students enrolled in the Masters in Sports and Lifestyle Management, International Mananagement, Human Resources Management, Marketing and Sales and International MBA

Mr. Giugliano, who has also recently also joined the Corporate Advisory Board of Rome Business School will discuss with participants his personal and professional experience and share his key learnings and advice.

About The Company

Red Bull is a brand of energy drinks and with a market share of 38%, it is the most popular energy drink brand as of 2019, and the third most valuable soft drink brand behind Coca-Cola and Pepsi.

Its slogan, “Red Bull Gives You Wings”, is considered one of the most popular and memorable advertising slogans in the United States. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a “brand myth” through proprietary extreme sport event series. In addition to sport series, its marketing includes multiple sports team ownerships; celebrity endorsements; and music, through its Red Bull Records label.

Red Bull traces its origins to a similar drink called Krating Daeng, which was introduced in 1976 in Thailand by the pharmacist Chaleo Yoovidhya. While doing business in Thailand, Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners, such as carbonating the product.

Origin of the name ‘Red Bull’

When branding their new product Mateschitz referenced Krating Daeng’s name as in Thai, daeng means red, and a krating (known in English as a gaur or Indian bison) is a large species of wild bovine native to the Indian subcontinent.