Red Bull understood its customers so well it knew precisely how to bring the product to them. Thus, Red Bull bucked the traditional advertising routes and took a wildly unique approach to get their brand in front of the right people, at the right time, and in the right places.
Red Bull strategically placed empty cans of its product in garbage cans outside of famous nightclubs. They would also leave empty cans on tabletops at bars and clubs that catered to the demographic they were trying to reach.
Placing empty cans of Red Bull in garbage cans outside of nightclubs was a bold move. Doing it in the ’80s and ’90s was an even bolder move.
he empty cans created social proof almost by default. Everyone started thinking about Red Bull, and people made a perception that all others are consuming Red Bull, why they didn’t test it yet.
People started buying Red Bull, and Demand has grown exponentially.
In Red Bull’s case, they identified a specific segment of not-so-obvious potential customers: clubbers. In hindsight, this may seem like the easy choice for marketers at Red Bull, but that’s because only now are we so used to seeing their product in bars and clubs.