You know that feeling when everyone else has something, and you feel like you’re missing out? That’s called the fear of missing out, or FOMO for short. And Red Bull? They’re masters at using it.
Back in the 1980s, Red Bull wasn’t the energy drink giant it is today. In fact, when they first hit the streets of London, they were met with a resounding crickets. People just didn’t know what to make of this strange new drink.
Most companies would have thrown money at the problem, plastering ads on every billboard and TV screen in sight. But Red Bull? They took a different approach – a genius approach. They realized that to sell a drink associated with energy and excitement, they needed to create a buzz, a sense of mystery, and a touch of “I want what they’re having.”
Their secret weapon? Empty cans.
Yep, you read that right.
Instead of traditional advertising, Red Bull strategically placed empty cans in highly visible locations all over London. Think overflowing trash bins outside trendy nightclubs, strategically discarded cans near university campuses, and even a scattering near busy bus stops.
Now, you might be thinking, “Empty cans? That sounds more like littering than marketing!” And you wouldn’t be entirely wrong. But here’s the thing: seeing those distinctive silver and blue cans everywhere created an illusion of popularity. It tapped into our innate human desire to be part of the “in crowd.” People started wondering, “What is this Red Bull everyone seems to be drinking?”
This clever tactic, sometimes called “stealth marketing,” achieved a few brilliant things:
- Created Curiosity: The mysterious appearance of Red Bull cans sparked conversations and piqued people’s interest.
- Built Social Proof: The sheer volume of seemingly “discarded” cans created the impression that Red Bull was already incredibly popular, even though it was brand new.
- Triggered FOMO: No one wants to be left out of the loop. Seeing others seemingly enjoying Red Bull made people want to try it for themselves.
This wasn’t just a lucky break for Red Bull. It was a calculated strategy that played on a powerful psychological principle called the Bandwagon Effect. This effect describes our tendency to do (or buy) things simply because we see others doing it. We assume that if something is popular, it must be good!
The results speak for themselves. Red Bull’s unconventional approach paid off big time. They managed to capture a whopping 43% market share of the energy drink market, leaving their competitors in the dust (and probably wishing they’d thought of the empty can trick first!).
This marketing masterclass teaches us a valuable lesson: sometimes, the most effective marketing strategies are the ones that don’t feel like marketing at all. It’s about sparking curiosity, leveraging social proof, and tapping into our natural human instincts. And sometimes, it’s as simple as leaving a few empty cans lying around.
