mr mateschitz chose the narrow, tall can. every retailer told him to fuck off, he should comply with the standard coke/pepsi can. he did not comply. every retailer told him that red bull was too expensive. they wouldn't stock a dead product. he did not comply. the german authorities banned red bull over its formula - too much sugar and caffeine, a health risk. he did not comply.

red bull got noticed by the youth in austria and germany, because: - it was different, new. you could spot someone from afar drinking it. white earbuds anyone?

- it was expensive. it was special.

- it was dangerous, forbidden. bavarian youth was driving over the border into austria too fill their trunks with precious red bull and 'smuggled' it into germany.

pitch perfect branding strategy, way before their equally brilliant extreme sports sponsorship.

tidbit: france only just recently lifted the BAN on red bull...