It’s something people crave, something scarce, and something that we can only give so much of to someone at one time. No, it’s not money, it’s attention. In the late 1980s, that issue was faced by industry giant Red Bull. They were in the early stages of their business, with energy drinks becoming the next big trend. That, of course, led to the market becoming saturated with alternatives. How could Red Bull stand out from the crowd? Simple — trash cans. Over the span of a couple of months, a marketing team filled trash cans with empty cans of Red Bull. Their goal was to create the illusion of popularity. By filling the trash cans with empty Red Bull cans, they hoped that people would draw the conclusion that Red Bull was THE energy drink of choice. It worked, and today Red Bull holds approximately 43% of the global market share, with an annual revenue of roughly $13.9 billion.
