2025 • 52' • French & English
Director(s): Tom Cariou • Producer(s): Grand Angle Productions • Coproducer(s): France Télévisions • Country of production: France • Format(s): HD
Upcoming February 2025
Every second, over 300 cans of Red Bull are sold worldwide, generating sales of 10 billion euros.
This global success has been accelerating since 2020. "Red Bull gives you wings", according to its slogan.
The drink is said to turn drinkers into superheroes with strength and energy for the day... or the night.
But is this really the case?How did a simple soda with questionable virtues and no real health benefits become so powerful?More than just an energy drink, the brand now promotes a lifestyle of performance, celebration and achievement.To appeal to young people, the brand is investing heavily in the worlds of sport, nightlife, rap and influencers. This film is an investigation across Europe. It deciphers the formidable marketing of Red Bull, an iconic brand that has become one of the most powerful of our time.