Creativity 50 2011: Dietrich Mateschitz and Amy Taylor

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Dietrich Mateschitz
Dietrich Mateschitz Credit: Bloomberg

As Procter & Gamble's soap operas continue to become a thing of the past and Hallmark's Hall of Fame movies retire from prime time, a new marketer as media owner has emerged in Red Bull.

With TV specials for ESPN and MTV, feature-length action-sports documentaries, a 13-year-old indie-music imprint, The Red Bull Music Academy, plus four branded soccer teams across the globe, Red Bull Media House has long been a niche content creator for its target audience of young sports and music fans.

The May 2011 publication of The Red Bulletin, a newsstand title and monthly supplement in Sunday newspapers such as "The Los Angeles Times," "New York Daily News" and "The Chicago Tribune," suddenly made Red Bull an even more visible presence. The "almost independent monthly magazine" debuted with 98 glossy pages of music, sports, fashion, food, travel and art coverage with ads from Vizio, Dyson and EA Sports, among others.

With Red Bull product sales actually up 7.9% year-over-year, and revenue up a whopping 15.8%, why all the extra effort just to sell more energy drinks? Notoriously private Austrian co-founder Dietrich Mateschitz recently shed some insight in an interview with Bloomberg Business Week: "The most dangerous thing for a branded product is low interest."

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