Red Bull appoints UK head of marketing

Red Bull marketing director Franz Bruckner is to return to the company’s Austrian headquarters. His assistant, marketing manager Guy Carling, will take up his post.

It not known what Bruckner’s new position in Austria will be.

Carling joined the company through its student recruitment scheme. Carling’s new position as marketing director includes a place on the UK board. He will report to managing director Harry Drnec.

Bruckner was appointed chief of the UK marketing team in October 2001. He was previously international product manager, based at Red Bull headquarters (MW October 2, 2001). He replaced Daniel Schwalb, who moved to work for the company in the US.

Red Bull spent £7m on advertising in the year to September (Nielsen Media Research). The company unveiled a new animated TV campaign by Kastner & Partners in August that continued the “Red Bull gives you wings” theme, and is running an outdoor campaign to support Red Bull Sugar Free, which it launched in January.

The rate of growth in the functional energy market has slowed down after accelerating in the wake of Red Bull’s launch. However, new entrants continue to appear. Austrian brand Bomba Energy, which is packaged in grenade-shaped bottles, is the latest contender to arrive in the UK.

Red Bull is introducing a ten-unit “fridge pack” in multiple grocers over the Christmas period.


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