How Red Bull Beat Coca Cola For Being Weird

Vusi Thembekwayo tells how Red Bull became the only company in the world competing with Coca Cola.

Some companies thrive not by being the best at something ordinary but by mastering their own unique weirdness.

Take Coca-Cola, for example. They’ve perfected their formula for success, becoming unbeatable in the world of soft drinks with their familiar brand, taste, and experience. But what Coca-Cola can’t beat is a different kind of weirdness—the kind where your product is smaller, costs significantly more, and tastes, well, unusual.

Enter Red Bull. Rory Sutherland famously pointed out that Red Bull succeeded precisely because it embraced its weirdness. Instead of trying to be just another soda, Red Bull created its own space by offering something strange—a tiny can, a premium price, and a flavor that’s far from universally loved.

Yet, it dominates the energy drink market, proving that sometimes the key to success isn’t about doing what others do better, but doing something entirely different. Red Bull’s weirdness is its strength, and no one can beat them at being themselves.

It’s a lesson for businesses everywhere: find your own weird and own it.

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[spiral]

This was a good story when Rory Sutherland told it.

[AfroCharlieable]

I like how you ripped off someone else's speech but didn't remember the specifics and didn't think to write anything down about medicine taste, about the can's small size making it seem like a stronger dose just 'it's a weird... cylinder?'

[andrewx]

The problem with this, is if you make a terrible product to compete with another terrible product, the person who has the best advertising wins.

Moral of the story, make a good product.

[somanynames]

video is too heavily edited maybe use different fx

[realtyrone]

Tastes KAK, which means sheyt in Afrikaans.

[clintondevos]

PepsiCo is bigger than Coke unfortunately

[MuntyStain]

Look I'm leaning into my weird uwu