As head of a young company without much of an advertising budget,Mateschitz continued in his unorthodox ways when launching Red Bull in the United States in 1997.He bucked the trend of aggressive and excessive promotional campaigns flaunted by other start-ups in the 1990s. Instead,his young,attractive army of marketers tossed out free cans of Red Bull from a fleet of shiny logo-bearing off-roaders with giant cans attached to the trunk.