Thinking Digital Conference: Former Red Bull chief reveals the secrets of success

May 14 2009 By Andrew Mernin, The Journal

THE man who transformed a failing product into one of the most famous brands on the planet, unveiled the secrets of success in business to the region's technology community today.
 
When marketing veteran Harry Drnec joined Red Bull in 1995 the company was losing money and struggling to make a name for itself in the UK.
 
However, after turning the company’s marketing strategy on its head, he left the company two years ago in much better shape, as a truly global brand with UK sales in excess of 300 million cans a year.
 
Speaking at the Thinking Digital conference at the Sage today, Mr Drnec laid out a simple formula for success – identify, find, touch and thrill.
 
He said: “I’ve always been keen on speaking to consumers. The consumer will be the one that selects your product. Reaching the consumer and talking to them is hugely important.
 
“We turned the marketing on its head and looked for the target [buyer].
 
“You have to identify the consumer, who uses it, and we came up with students, drivers, clubbers, athletes and executives. Everyone knows what these people look like. Instead of ABC groups, you have people.
 
“Next was to find the consumers. We knew how many students there were in the UK for example. The way to touch the consumer was to do sampling – handing out Red Bull at a point in time when they needed it.
 
“Then thrilling them is making them happy that they picked up that can and felt a relief and felt the energy.
 
“What really resonates is that, if you have the consumer, and then whatever your rivals do doesn’t matter.”  
 
Prior to his days at Red Bull, Mr Drnec launched Bud Light in the USA and Budweiser and Michelob throughout Europe.
 
He stepped down from Red Bull in 2007 to spend more time with his family.