The Red Bull story: how a drink that failed its market test now sells almost 14 billion cans a year
Why Red Bull paid students to throw parties and drive cars with a can on the roof
In its first years, Red Bull paid students to throw parties, and to drive small cars with a giant drink can on the roof. A party is not an ad. So what did a drink company buy with it?
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How did sales double so fast? Students like Miva helped. She studies in Austria in those first years, and one day Red Bull makes her an offer. It gives her money and boxes of cans, and she throws a Red Bull party for her friends.
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Red Bull also asks her to drive around town in a little car with a giant can tied on the roof. People walk past the posters of other drinks, but everyone turns to look at the car. Marketers call a surprise like this, out in the street instead of on a bought poster, guerrilla marketing.
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