With business environment getting more competitive than ever before, it has become essential for companies to think out of the box. Red Bull is one such brand that not only grew by leaps and bounds but also propelled the growth of energy drinks market. And it achieved all this with a minimal marketing budget. Red Bull has successfully used Buzz Marketing as a communication medium to grow exponentially.

The concept of Red Bull-an energy drink-has been picked up from popular "tonic drinks" in Asia. Dietrich Mateschitz founded the company in 1984 and Red Bull was launched in Austria in 1987. The product was first sold in Hungary in 1992, and in Germany in 1994. Today Red Bull is sold worldwide in over 100 countries including India. The drink has effectively created a new Energy Drinks category that is worth $900 mn in US alone, and is considered one of the fastest growing segments in the beverage market. The growing opportunities in the segment have also attracted biggies like Coca-Cola and PepsiCo.

Energy drinks are beverages that claim to provide stimulation boost. The main ingredients of energy drink are caffeine, Taurine, Vitamin B12, sugar, glucose, and minerals. The levels of both caffeine and sugar are much higher than the colas. The consumption of energy drinks is not a recent trend. Lucozade from SmithKline Beecham has been around in UK since 1938. In Japan, Lipovitan launched in 1962, sells around 2 million bottles a day. The consumption of energy drinks is not a recent trend. Lucozade from SmithKline Beecham has been around in UK since 1938. In Japan, Lipovitan launched in 1962, sells around 2 million bottles a day.

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