Red Bull was founded in 1987 in Austria, at a time when there was no existing demand for such drinks. The company faced numerous challenges in the market, from figuring out how to launch the product to building brand awareness.
To tackle this, Red Bull’s marketing team came up with the genious “Empty Cans Campaign,” which significantly impacted the company’s growth.
The team strategically placed empty Red Bull cans outside clubs and near bins, and even handed out free cans to DJs to generate buzz. This approach created curiosity and interest among people, making them think Red Bull as a popular energy drink brand they should try. leading to the creation of a new category: “Energy Drink.”
This campaign was simple yet highly effective, capturing people’s attention and helping Red Bull stand out in the crowd. Today, Red Bull holds a 43% share of the global energy drink market.
The Takeaway:
- Create Brand Awareness: The first step to success is making sure people know your company exists. Like Red Bull, find ways to stand out from the crowd and make your brand memorable.
- Use Strategic Placement: Position your product where your target audience will notice it.
- Be creative: Don’t be afraid to think outside the box. Experiment with unconventional ideas and learn from the outcomes. Creativity can set your brand apart.