2006-12-14 01:00:00 // Matt Cooney
// Idealog #7: features
| 4 comments
Josef Roberts turned Red Bull, a little-known energy drink with legal problems, into a pop phenomenon in New Zealand and Australia—and made millions in the process. He talks exclusively to Idealog about guerilla marketing, taking on the big boys, life after the Big Deal, and the down-home Kiwi company he plans to build into a global superbrand. By Matt Cooney
