Jennifer Daniel and Bobby Miller

Red Bull founder Dietrich Mateschitz- introduced his taurine-fueled beverage to Europe in 1987 Ten years later- Red Bull charged into the United States, launching a new category of non-soda energy drinks aimed at burned-out high-school and college students. Since its beginning, Red Bull has shunned print advertising in its marketing strategy. It has not created one Web-marketing campaign. Red Bull has expanded into 50 countries, experienced annual double-digit growth, and captured the loyalty of a notoriously mysterious consumer group: teenagers and college students

Here are some tools that Red Bull doesn't use: Billboards Banner ads Taxicab holograms Blimps Super Bowl spots Even its TV spots -- all of which feature the whimsical sketches of a mysterious Austrian artist -- serve more to amuse than to educate or entice consumers.

"In terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi," says Nancy F. Koehn, professor of business administration at Harvard Business School Red Bull grassroots marketing strategies: Red Bull provides student representatives with free cases of its energy drink and then encourages the kids to throw parties and give it to college friends Red Bull's branding strategy involves "consumer educators" -- folks who drive around in shiny silver off-roaders with giant, phallic cans of Red Bull strapped to the back. Their mission: to find people who need energy and give them a free can of Red Bull

Energy drinks accounted for $375 million in wholesale revenues last year A whopping 65 percent of which went to Red Bull Red Bull annual sales reportedly top $1 billion worldwide Red Bull spawned an entirely new category in the U.S. beverage market:

Red Bull Car. Google Images. 28 Jan Red Bull Energy Drink. 28 Jan