As head of a young company without much of an advertising bud-get, Mateschitz continued in his unorthodox ways when launch-ing 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 Bed Bull from a fleet of shiny logo-bearing off-roaders with giant cans attached to the trunk. Word of mouth look care of the rest. In this manner, Mateschitz Introduced Ted Bull to the masses and built a brand image for next to nothing.