Red Bull's Trash Can Marketing

W

hen they started selling their product in London, they knew they were up against stiff competition. The soft drink / energy drink sector is just a massive uphill battle with around 90% failure rate.

When they started they needed a very low budget way to increase brand awareness. They choose a very simple route. They just went to every single trash can in London and filled them with empty Red Bull cans.

This created a perception that there was massive demand for this unknown product, and the rest is history.

Red Bull has a unique and weird product. The taste is unfavourable, and they want to sell it at a higher price. When we talk about today, you can see Red Bull at every club, store, party and sponsored events.