While most consumer companies spend millions of dollars on TV and bus stop advertisements that have little effect in enticing customers, Red Bull, the Austrian energy drink pioneer, is taking a completely different approach. Dietrich Mateschitz’s enterprise benefitted from having the first mover advantage; this doesn’t, however, guarantee long term success. Red Bull essentially manufactures two products – the classic recipe and a sugar-free variant. How did they sell $320 million of their product in 2010? Grassroots marketing. By tapping into the collective efforts of brand enthusiasts, Red Bull has created a strong brand image and loyalty for a relatively low cost.

Rather than promoting their drinks, Red Bull aims to sell a lifestyle, an attitude and a sense of a somewhat irreverent community. As Marc Gobé, the CEO of a New York-based branding firm, points out, “the beauty of Red Bull is that it’s the antibrand brand.” Red Bull’s other tactic is the sponsorship of extreme and motor sports, and music festivals. Furthermore, their web site’s home page contains no mention of the drink whatsoever.

Check out the video on one of their many endeavours:

The Art of Flight w/ Travis Rice