The main competitors of Red Bull were Pepsi and Coca-Cola
The concept of all three drinks was similar: toning and stimulation. But both colas appeared on the market earlier. It was difficult to compete with such giants, so the creator of the company decided to act risky.
The price of Red Bull was intentionally overestimated by half. It would seem, who will buy at such a price if the next is a drink cheaper and better known. That’s why Red Bull began to place not in the department with drinks, but in any other departments. And to stand out, the bank took the form of a battery.
Such a non-standard move and gave a push to all the famous brand.