Red Bull owner Dietrich Mateschitz commented: "The most dangerous thing for a brand is lack of interest." (Gschwandtner) Red Bull is currently available in over 165 countries, with a total of over 35 billion cans sold. (Red Bull) While many companies try to push their products on consumers, Mateschitz has decided to take a more personal approach to attract consumers and influence them to make his product stand out and become their first choice. Red Bull's owner says much of its success comes from bringing consumers to the product rather than the other way around. (Gschwandtner) With events in the fields of sports, music, art, technology and adventure, there is little the company does that isn't interesting to everyone. Red Bull actively hosts or sponsors competitions and showcases for athletes in freestyle surfing, snowboarding, skateboarding, cycling and motorcycling events. These events take place all over the world and can attract 30 to 50 thousand spectators during the event. (Gschwandtner). This “pull” strategy (Lamb, Hair, McDaniel) attracts customers to the event and the actual drink plays a more secondary role. Using multiple host cities allows the company to incorporate local culture and natural resources to its advantage. In Germany, a downhill mountain bike even used an abandoned potash mine as a route due to the different elements present along the 2,100-foot route. (Gschwandtner) Brazil, as a second example, hosted a BASE jumping event where spectators watched jumpers perform backflips and other aerial stunts from their famous “Christ the Redeemer” statue with a parachute, of course. (Gschwandtner) More...... middle of paper...... conclusion, by sponsoring or serving as the main host of these international events, Red Bull uses reminder advertising to keep the product fresh in customers' minds. (Lamb, Hair, McDaniel) Positioning your product in whatever market you want and providing slogans like “Gives you wings” differentiates your product from other competitors with a message of “revitalizing” your mind as well as getting a jolt of energy. Having famous athletes at events is helpful in attracting consumers to events, where they receive free samples. By pushing the status quo of sporting events and breaking world records, Red Bull delivers a message of increasing human capabilities while honoring the environment. With its high market share in local and international markets and its increasing growth, the company should continue to invest in events and sponsorships to continue expanding.