The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur.[3] Mateschitz was the international marketing director for Blendax, a German toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag.[4] He cooperated with Chaleo's T.C Pharmaceuticals to adapt the formula and composition to "Western tastes". Then, he launched Red Bull in 1987.