As head of a young company with out much of an advertising budget,Mateschitz continued in his unorthodox ways when launching Red Bull in United States in 1997.He bucked the trend of aggressive and excessive promotional campaigns flaunted other start-ups in the1990s.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.Word of mouth took care of the rest.In this manner,Mateschitz introduced Red Bull to the masses and built a brand image for next to nothing.