“No other product has failed this convincingly” That was what the market research firm NPD said about Red Bull before it was launched in Europe. The survey results were that the pale color was unappetizing, the sticky mouth feel and taste from drinking Red Bull were disgusting, and the fact that the drink stimulated the body and mind was irrelevant. In addition, the drink took three years of quarrels with the Austrian agency responsible for food safety before Red Bull was approved as the first energy drink in Europe. During those three years, the company’s co-founder Dietrich Mateschitz rejected every ad campaign conceived by Johannes Kastner, the head of Red Bull’s agency Kastner and Partners and former managing director of Leo Burnett’s German office. In fact, Kastner even begged Mateschitz to go to another agency, but the latter asked him to just sleep on it. This was what Red Bull had to overcome just to be sold, not even bought, in Austria.