In 2012, Red Bull did something no other brand had ever attempted.

They didn’t launch a new energy drink.They didn’t release a celebrity-endorsed commercial.They didn’t spend millions on traditional marketing.

Instead, they filmed a man jump from the edge of space for the best marketing stunt ever attempted. Here’s the brilliance behind their product marketing.

Felix Baumgartner, an Austrian skydiver, ascended 24 miles above Earth in a helium balloon, then jumped—breaking the sound barrier on his way down.

Eight million people watched it live on YouTube, making it one of the most-watched live events in history.

And Red Bull?

They weren’t just a drink company anymore. They became the brand that pushes human limits.

This wasn’t about selling a drink. It was about selling an idea—that Red Bull truly “gives you wings.”

And the impact was massive.

* Sales skyrocketed after the jump, further cementing Red Bull’s dominance in the energy drink market.

* Brand loyalty exploded, with Red Bull becoming synonymous with extreme sports and adventure.

* They built an audience, not just customers, by creating one of the most talked-about marketing campaigns of the decade.

But here’s the thing—this wasn’t just a stunt. It was brilliant product marketing.

And if you’re a creator, you can use the same principles to dominate your niche.

And I don’t mean jumping from the heights of space.

The Marketing Genius Behind the Stratos Jump

Most brands focus on traditional advertising—TV ads, billboards, influencer sponsorships. Red Bull didn’t.

They built their own platform.

They created their own media empire.

They made the audience come to them.

Think about it. They didn’t sponsor an event. They became the event.

Rather than flooding the market with ad campaigns saying, "Drink Red Bull! It gives you energy!” they showed people what their brand stood for. They made Red Bull synonymous with pushing human limits, defying gravity, and chasing the impossible.

And the result? They didn’t need to push their product—because people naturally associated Red Bull with extreme sports - high energy, risk-taking, and peak performance.

Now, let’s break down exactly what they did—and how you can use these same principles to market your own business.

1. Sell an Idea, Not Just a Product

Red Bull doesn’t sell drinks. They sell adrenaline, adventure, and pushing limits.

Their product is an extension of that idea. When you buy a Red Bull, you’re not just getting caffeine—you’re tapping into a different mindset.

Most creators and entrepreneurs make the mistake of only selling features:

* "This course has 100+ hours of content."

* "This software has 2,000+ integrations."

Instead, you should sell the outcome and the feeling:

Ask yourself: What does your audience truly want to experience? That’s what you sell.

2. Create Spectacle & Build Anticipation

Red Bull didn’t just drop Felix from space overnight. They built the hype for years.

* They released teasers.

* They gave behind-the-scenes footage.

* They made the audience feel like they were part of the journey.

By the time the Stratos Jump happened, millions were already invested in the story.

For your business:

* Tease your product launch weeks (or months) in advance.

* Share behind the scenes how you’re building your product.

* Make your audience feel like they’re part of the journey, not just spectators.

When you create anticipation, your audience isn’t just waiting for your product—they’re rooting for it to succeed.

3. Own Your Distribution Channel (Don’t Rely on Others)

Most brands rely on external media for coverage. Red Bull became the media.

They built Red Bull Media House—a content empire that produces documentaries, extreme sports films, and viral stunts.

They don’t depend on TV networks.

They don’t rely on journalists.

They own the entire distribution pipeline.

As a creator, this means:

* Build your own email list (so you’re not at the mercy of social media algorithms).

* Create content that keeps your audience engaged on your terms.

* Invest in platforms you control—your website, your newsletter, your personal brand.

When you own the distribution, nobody can take your audience away from you.

4. Give Away Value First, Then Monetize

Red Bull gave away the biggest marketing stunt of all time—for free.

They didn’t charge people to watch the Stratos Jump.

They didn’t run ads on the stream.

They delivered insane value upfront—and cashed in later through brand loyalty and product sales.

Creators should be doing the same.

* Share free, valuable content that attracts the right audience.

* Build trust before asking for the sale.

* The more you give, the more authority you gain—so when you do launch a paid offer, people trust you enough to buy.

This is exactly why I created the 5-Step Product Marketing Guide—to help creators like you build a system that attracts, nurtures, and converts the right audience.

Red Bull’s Stratos Jump Wasn’t Just a Stunt—It Was a Masterclass in Product Marketing

Let’s recap the four key lessons:

* Sell an idea, not just a product. Make your audience feel something.

* Create spectacle & anticipation. Hype matters more than you think.

* Own your distribution. Stop relying on platforms you don’t control.

* Give value first, then monetize. Trust builds sales.

These are the same principles I use in my 5-Step Product Marketing Guide—the exact system that helps creators sell without constantly chasing customers.

Want to build a marketing funnel that actually works?

Grab the free 5-Step Product Marketing Blueprint here:

Get full access to The One Person Startup at theonepersonstartup.substack.com/subscribe