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In A China Shop
A 40-year-old toothpaste salesman named Dietrich tried a Thai drink to beat jet lag. All the market research said no, and he went ahead anyway.
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Red Bull
What works one place might just work somewhere else too.
Transcript
Dietrich did.
Dietrich grew up in Austria with a can do attitude. But he wasn’t sure what he wanted to do with his life so basically winged it. By the time he was 40, Dietrich was a toothpaste salesman. One day, while travelling to meet toothpaste distributors in Thailand, he got introduced to a local drink that apparently “cured hangovers”. Dietrich tried it having just got off a long flight and his jet lag disappeared … and that’s when he had a great idea … maybe people back home in Austria would like the drink too … so he quit his job and together with his Thai partner they invested their life savings in formulating a new drink.
It was a struggle from the start … It took over three years just to get a license to sell the product …. plus all the initial marketing research came back completely negative... but Dietrich had the energy to push forward … and like a bull in a China shop … his drink soon became popular enough that they expanded the business to Hungary, Germany and the UK. And. It just went from there.
Today, over 30 years later, former toothpaste salesman Dietrich’s drink now sells over 6 billion units annually in over 170 countries around the world ... Red Bull
Red Bull is a great idea because what works one place might just work somewhere else too.
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