Red Bull’s Trash Can Saga: Marketing Myth Busted

Red Bull’s Trash Can Story: Marketing Myth Busted

I've uncovered some type of conspiracy.

Red Bull was founded in 1987 by Austrian businessman Dietrich Mateschitz and Thai entrepreneur Chaleo Yoovidhya, and has evolved into the most recognized energy drink internationally. Their sales prove as much, with the company holding 43% of the global energy drink sales for 2022. By 2027, the energy drink industry is expected to be worth ~$2 TRILLION per year.

Known for its energy drink and accompanying slogan "Red Bull gives you wings," the brand has expanded beyond just beverages. Red Bull is an innovator when it comes to events and athlete sponsorship in all forms, from the Red Bull Air Race to Red Bull Rampage, to Felix Baumgartner's skydive from the edge of space in 2012. Red Bull has evolved into as much of a lifestyle brand as an energy drink company, but its history provides an interesting introspection into good brand-building practices.

The Rumor: Empty Cans in Trash Bins

When Red Bull first launched in the UK, it didn't take long for the brand to become the leader in the newly formed energy drink market. One widely circulated story alleges that Red Bull boosted its visibility by placing empty cans in trash bins outside popular nightclubs in London. This story offers a fascinating case study in consumer psychology and word-of-mouth marketing.

Red Bull deliberately discarding empty cans in trash bins near London nightclubs suggests a brilliant tactic: create the impression of popularity by making it look like everyone was already drinking Red Bull. By doing this, Red Bull could imply that the drink was already in high demand by Londoners. The psychological effect this has is notable, as people tend to gravitate toward popular items, subconsciously associating them with quality or desirability because of that popularity. This is known as the Bandwagon Effect and is a powerful tool used by businesses and politicians since the dawn of time. This effect aligns with the concept of social proof, where people look to others' behavior to determine what they should do.

Despite claims that Red Bull put on a "masterclass in marketing" by manipulating this behavior, no direct evidence supports that Red Bull ever strategically threw cans away in London, or anywhere else. Let's dig in.

Debunking the Myth

Every claim found about this story comes from unsubstantiated sources or articles that reference these sources. Posts on Reddit making the claim, like this or this, were either deleted after posting or removed by moderators. One YouTube short with questionable audio quality made claims that competition for energy drinks in the '90s was fierce, which is completely untrue. Red Bull had the unique advantage of being the first conventional "energy drink" company in terms of branding. Competitors like Jolt from Pepsi, or Surge from Mountain Dew, were still being sold as a soda and the UK's own Lucozade was hardly comparable, seen as more of a medicinal drink than your typical energy drink.

Media coverage from the time doesn't document Red Bull throwing their cans away, which would have caught attention if widely practiced. This story didn't emerge online in any form until the release of this unsourced blog post from 2017. Following this, a string of copycat articles were released throughout the years until the claim was finally cemented in marketing urban legend. It's still spreading on Facebook, LinkedIn, TikTok, and YouTube. It’s easy to see how Red Bull's current unconventional methods might support the rumor, but this claim is a myth. There is no evidence that supports it ever happening.

Red Bull’s Official Statement and Former Employees’ Comments

Red Bull’s official response to inquiries about this rumor has been diplomatic, stating, “We have a very limited amount of information that we can send out to the general public” while linking me to their timeline of business milestones. This timeline, along with any other official documentation from Red Bull, makes no mention of the empty can tactic, which furthers the point that the story is false. At no point has any official representative of Red Bull claimed that this happened.

Online remarks from former Red Bull employees refute the story outright, insisting it was never part of the company's official marketing strategy. One comment states "Cool story, it just isn't true... Source: Employed from 1998-2001 by Red Bull" and provides a detailed breakdown of one of the real growth strategies used by Red Bull in the late 90s.

Interestingly, the rumor could be beneficial to Red Bull, as it adds an air of mystique and creativity to a brand that is already adventurous. Consumers admire innovative, rebellious marketing tactics, so Red Bull’s marketing team may welcome this speculation for the positive attention it brings.

Red Bull’s Real Marketing Techniques

While the empty can story may be a myth, Red Bull has employed many impactful marketing strategies over the years. Some of their techniques that have significantly contributed to brand awareness and success include:

Events & Sponsorships: Red Bull sponsors a range of extreme sports events that align with its energetic image. With examples like the Red Bull Cliff Diving World Series to Red Bull's Formula One team, the brand associates itself with high-adrenaline activities, targeting audiences that appreciate thrill-seeking and excitement. According to the timeline Red Bull provided, the first Red Bull event (The Dolomitenmann), was hosted in 1988, just one year after the company's inception. By establishing itself in these more intense communities, Red Bull becomes associated with the lifestyle of members in those communities. This serves as an example that becoming involved in communities that align with your brand identity is a valuable marketing effort.

Product Sampling: Red Bull’s sampling strategy has been critical to its success. Red Bull’s brand representatives, often seen in branded cars, offered free samples to students, workers, and event goers, directly targeting the target audience of young adults looking for an energy boost. I remember when the Red Bull car showed up in front of my high school in the early 2010s to give away drinks for free, and thinking at the time how cool it was for a company to do that. For small businesses, emulating this tactic with targeted product sampling can be highly effective in building brand recognition with specific audiences. Everyone loves a free sample.

In-Store Displays: Red Bull uses bold, eye-catching displays in supermarkets and convenience stores, often placing products in branded refrigerators near bars and checkout counters where customers make impulse purchases. The displays help to drive sales by ensuring the product is seen frequently, even if customers don’t always buy. Product-focused businesses can leverage similar tactics by ensuring that their offerings are always displayed in a way that promotes the brand as much as the space will allow. Remember, lights up and logo out.

Content and Social Media Marketing: Red Bull produces a high volume of content related to the sports and activities it sponsors, sharing this on social media platforms and its dedicated media channels. Given the nature of this content, Red Bull engages viewers and reinforces its image as an edgy and interesting lifestyle brand. Smaller businesses can learn from this by creating valuable, relevant, and interesting content that speaks to their niche.

Conclusion: Occam's Razor

While Red Bull's empty can saga makes for a fascinating story, there’s no concrete evidence to support it. Red Bull has successfully built up its brand reputation through genuine, impactful marketing strategies that were based on the identity of the business. Red Bull wants to align with the adrenaline-fueled extreme sports communities, ensure that products are sampled to relevant audiences, and maximize both in-store and online visibility. The rumored empty can trick might capture the imagination, but Red Bull's real strategies have proven far more effective in accomplishing those goals than throwing their product in the trash.

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