MEDIA: Media choice/red bull cars

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

leading brands.

This article was first published on Marketing