THE BRAND
The uber tonic drink of the world – Red Bull, was thought of in 1982 at a hotel bar in one of the shopping havens in South East Asia, Hong Kong. Dietrich Mateschitz, an Austrian salesman for a cosmetics company, was sipping a “tonic drink” that was wildly popular in Asia because of its functionality. A foresight of marketing Asian tonic drinks into the consumerism market across the continents in the West came to his business plans. In 1984, Mateschitz founded Red Bull, fine tuning the product and developing a marketing concept to start selling Red Bull Energy Drink on the Austrian market in 1987.

In blue and silver can with a picture of two muscled red bulls at loggerheads, literally, and complemented with its infamous tagline, “Red Bull Gives You Wings,” Red Bull traveled places from Austria to the UK and in 1997, to United States of America. As of date, the reliable health booster Red Bull has crowded the shelves of marts in more than 130 countries.


Click on thumbnail to view images in detail

THE MOVEMENT
In an interview with the Bangkok Post, Mateschitz said "It is essential that one develops a unique communication and advertising strategy ... a campaign that combines body and mind in a very nonconformist way. The image of Red Bull is definitely nothing to do with any food product, but has a luxury, lifestyle identification."

Lording over almost 70 percent of the energy drink market worldwide and being the number one health booster for 5 years, Red Bull has become the unmistaken trusted brand for an energy perk towards the youth, active and creative groups.

The brand has been marketed in independent and strong ways whereby traditional print and offline advertising were never peppered much around the masses. Instead, Red Bull is often tied in with relations of sponsorships, financially or beverage-ly, in the extreme sports and design industry. It also helps that Dietrich Mateschitz is an active figure in the Formula One racing, often using such events to market Red Bull.

In 1997, the first Red Bull Art of Can took place in Europe. Red Bull Art of Can is a global search for original works of aluminum-inspired art. No limits. No rules. Just one common inspiration: a Red Bull can. Red Bull Art of Can, where anyone may participate regardless of age or occupation, asks of contestants to use their imagination to form entries created with or inspired by Red Bull cans – of course to depict the brand principles of stimulation, enhanced performance and concentration of the health boosting drink.


Click on thumbnail to view images in detail

THE COMPETITION
Consider it a corporate arty farty way of marketing the brand but Red Bull has successfully produced dozens of Art of Can exhibitions around the world. The exhibition showcases a wide variety of artwork in variuos mediums, sizes, shapes and forms. The first U.S. exhibition took place in Boston in 2005. In 2006, exhibitions were held in Atlanta, Dallas and Minneapolis. The 2007 Philadelphia and Chicago events will mark the 5th and 6th Art of Can Exhibitions to take place in the U.S.

Other successful exhibitions have been held throughout the world from Europe to NZ since 1997. In fact, Austria, Germany, Holland, Switzerland, United Kingdom and South Africa have all inspired aspiring artists to create masterpieces made from or stimulated by Red Bull cans.

THE WINNERS
A distinguished panel of judges and art critics will determine the top winners in each city. The competition will be judged according to:

Creative Concept (overall idea behind the piece)

Conceptual Execution (how well the piece translates the concept idea)

Construction (how well the piece is made/special effort/unusual medium)

First prize is an unforgettable experience for two at Art Basel, the world’s premier modern and contemporary art fair in Basel, Switzerland. Art of Can is a true expression of the imagination with little or no restrictions placed on budding artists. Selected pieces of artwork from previous Art of Can exhibitions throughout the U.S will become part of a permanent collection. Past U.S. entries have included a 12-foot maple tree sculpture dripping sap, an aluminum Buddha replica, ornate jewelry, and original song and animation pieces.

In fall of 2007, approximately 40 pieces will be selected and displayed at each exhibit in Philadelphia and Chicago. Aspiring artists may even select which city they would like their work to be considered for when they apply.


Click on thumbnail to view images in detail

Accepting applications now.

Philadelphia, PA
F.U.E.L Collection
October 19 – November 2
Currently accepting applications – deadline June 13, 2007

Chicago, IL
River East Art Center
November 9-18
Currently accepting applications – deadline June 25, 2007

Information is available at www.redbullartofcanusa.com. For media-related questions: Nyla Hassell, (310) 460-5154, email nyla.hassell@us.redbull.com and/or Ashley Kirkendall, (323) 866-6075, email Ashley.kirkendall@mslpr.com.

Perhaps, it is harder when things are simpler. Maybe also, things are hardest and most challenging when there are no rules and regulations to abide by, nobody’s ideology to follow, no registration fee to worry about and no theme to stick by. All you need are Red Bull cans, your most creative imagination and your crafting tools.


© 2003- 2007 by TAXI Design Network. All rights reserved.