"Guerrilla marketing is an ad tactic as old as time, but no brand has ever nailed it quite like Red Bull - or so the legend goes. Supposedly, in its early days, the brand placed empty cans out in the wild to build the illusion that everyone was drinking it. Now decades on, it's a triumphant leader in the energy drinks sphere."
"It's said that back in the early '90s, Red Bull was looking to launch in the UK, which led to it crafting an ingeniously unconventional marketing stunt. Placing empty energy drink cans in populated areas like nightclub strips and uni campuses, it appeared that the drink's brand was the next hot thing, soon attracting people's attention. Fact or fiction, the genius of this legendary campaign comes from its leveraging of social proof."
Red Bull reportedly used guerrilla marketing by placing empty cans in high-traffic spots to create the illusion of widespread consumption. The tactic aimed to leverage social proof, prompting passersby to perceive the drink as popular and desirable. The approach functioned as subliminal advertising by implying popularity rather than explicitly promoting the product. The legend underscores the effectiveness of unconventional, low-cost stunts that build buzz and shift perceptions. The story also emphasizes trusting the product, taking marketing risks, and thinking beyond conventional ad campaigns. Contemporary branding still favors influencer promotions and viral trends, but subtle, situational cues can be equally powerful.
Read at Creative Bloq
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