Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daeng (Thai: กระทิงแดง, Thai pronunciation: [kràtʰiŋ dɛːŋ]), which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners,[5] and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Chakkapong. In Thai, daeng means red, and krating is the reddish-brown muscle-bound bovine called a “gaur”, an animal slightly larger than the bison. Red Bull is sold in a tall and slim blue-silver can; in Thailand and in some parts of Asia it is sold in a wider gold can with the name of Krating Daeng or Red Bull Classic.[6] The two are different products, produced separately. The Red Bull company slogan is “Red Bull gives you wings”[7] and the product is marketed through advertising, events (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (RB Leipzig, FC Red Bull Salzburg, Red Bull Brasil, New York Red Bulls, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records.[8]

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