Individual, funky, non-conformist and ever so slightly cheeky, the
Red Bull sampling fleet reflects the brand's values perfectly.
Painted in the traditional company colours of blue and silver, with a
four foot high model of a can of Red Bull perched on the back, they
cannot fail to catch your eye.
Introduced in 1999, the Mini Cooper was the obvious choice to complement
the fresh and alternative message of Red Bull.
The company now owns 15 of the two-seater, soft top Minis, and despite
their compact size the cars each have a fridge which can hold up to 264
cans of Red Bull at any one time.
When the 'old' Mini went out of production, Red Bull added to its fleet
of cars with eight Volkswagen Beetles.
The Beetles were again customised with Red Bull's quartered colours and
the obligatory can of drink attached to the back.
But what is it all for? Why do these bizarre, but brilliant cars get
driven around laden with large quantities of canned drinks?
The sampling teams, kind souls that they are, take the energy boosting
drink to those who are in most need of pepping up, from long-distance
lorry drivers napping in a lay-by, to exhausted shift workers toiling
away at all hours.
This type of trial and branding, added to the drink's already highly
successful marketing, has helped to turn Red Bull into one of Britain's
This article was first published on Marketing