Red Bull vs Monster - Buzzkill | 3

Business Wars

Audible

History, David Brown, Business, Management

4.6 • 13.5K Ratings

🗓️ 20 November 2018

⏱️ 27 minutes

🔗️ Recording | iTunes | RSS

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Summary

As the extreme marketing battle between Red Bull and Monster reaches unprecedented heights (128,000 feet above sea level, to be precise), a new challenger steps onto the scene. 5-hour Energy, the tiny titan in the two ounce can, quickly plows through the energy drink market, generating hundreds of millions of dollars each year and leaving a trail of failed imitators in its wake.

But for the moment, Red Bull and Monster have bigger issues on their hands. A string of unexpected deaths and hospitalizations, a high-profile lawsuit, and whispers of a government ban threaten to topple their energy empire.

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Transcript

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0:00.0	Hey, prime members, you can listen to business wars, add free on Amazon music.
0:04.8	Download the app today.
0:13.7	It's spring 2003, and the natural products expo is underway in Anaheim, California.
0:19.4	A middle-aged man dressed in a black Mr. Roger style zip-up cardigan carefully wanders
0:24.4	the stalls, perusing dietary supplements and herbal teas.
0:28.9	His monose bark of a multi-millionaire plastic factory owner who spent his 20s as a Hindu
0:35.0	monk.
0:36.0	Now, he's looking to make another radical pivot, this time into nutritional products.
0:42.0	Suddenly, a sales rep jumps out in front of him.
0:45.3	Hi, sir.
0:46.3	Can I interest you in a free energy drink?
0:48.6	It'll keep you productive and focused for hours.
0:52.9	Bark of a takes a few swigs from the 16-ounce bottle.
0:56.2	He takes it okay, he thinks, but it's nothing special.
0:59.8	He screws the cap back on and drops the bottle into his satchel.
1:03.8	Bark of a feels the energy drink kicking in as he moves from booth to booth.
1:08.3	He feels focused and alert, and he's still buzzing that evening when he returns to his hotel
1:14.3	room.
1:15.6	Intrigued, he retrieves the bottle from his bag.
1:18.8	He looks at the ingredients list.
1:20.8	Methane, torine, b vitamins, all the usual energy drink ingredients.
1:26.1	Still, Bark of a is impressed, but he's also puzzled.
	...

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