Even worse, there were rumors that young people had died while partying too hard and drinking too much Red Bull. Although none of these rumors was ever substantiated, Mateschitz is convinced that one of the most important promotional techniques the company ever employed was to let the rumors fly and say nothing.” In the beginning, the high-school teachers who were against the product were at least as important as the students who were for it,” said Mateschiz. “Newspapers asked, ‘Is it a drug? Is it harmless? Is it dangerous?’ That ambivalence is so important. The most dangerous thing for a branded product is low interest.”