Red Bull "littering cans" sales campaign

The story goes that Red Bull “littered” empty cans in hotspots like clubs, campuses, and busy streets. Real or not, the idea is pure guerrilla marketing gold. It’s about making your product look popular before it actually is.

Why it works

• Social proof: People want what others seem to want.
• Visibility: Empty cans still advertise the brand.
• Behavioral mimicry: If it looks like everyone’s drinking Red Bull, more people will try it.
• Low-cost awareness: Empty cans are cheaper than billboards.

Examples

• Liquid Death created “murder your thirst” cans that looked like beer to spark curiosity.
• Supreme limited supply to make people line up for drops.
• Airbnb filled photos with friendly hosts to make stays look natural and local.
• Coca-Cola’s “Share a Coke” made it seem like everyone was personalizing bottles.