We were retained by Red Bull and their advertising agency to help launch the product into the United States. The biggest challenge was that, although Red Bull was very well-known in Europe, no one had heard of it in the U.S. and energy drinks as a category didn’t exist. So, we had to not only introduce a product into the U.S., we had to educate the public on what an energy drink was.

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We launched in San Francisco and created a clever campaign where we sent samples of the drink to the press anonymously and introduced it into night clubs throughout the city. The product got great exposure and we rolled out the campaign through the U.S. – Red Bull became a hit and other companies started to follow suite with their own energy drinks. Energy drinks are now a $14.30-billion-dollar industry in the United States (2016 figures).