The greatest strength of Red Bull is their ‘consistent and strong brand image’ and the choice of their integrated marketing communications mix. In today’s market, Red Bull has become a multi-million dollar company, selling 4 billion cans of energy drinks in over 160 countries. Consistent in being differently by focusing on only manufacturing, energy drink, Red Bull’s marketing approach is very much different to its competitors. Red Bull uses limited traditional marketing such as print and minimal television commercials in favor of building buzz about the products through grassroots, viral marketing tactics, direct selling to the trendy shops, clubs, bars and stores and sponsoring events. Yet, these had great success, Red Bull capture lots of visibility and attention that helps build the strong brand image. Red Bull’s marketing efforts in building its brand image of authenticity in several ways. Red Bull created a persistent and coherent communications slogan, “Red Bull Gives You Wings’ which are always seen in Red Bull’s events, website, Postals, etc. Red Bull give out free samples to opinion leaders, participate in sports competitions, in a limo before award shows, and exclusive after-parties. Free samples are also given out at college campuses and city streets to those who like they need a lift. Red Bull aligns itself with a wide variety of extreme sports events, athletes, teams and artists such as Flugtag. At Flugtag, contestants build homemade flying machine that must