Red Bull is the global leader in energy drinks, selling over 6 billion cans worldwide in 2016 and generating €5.11 billion in revenue. Their marketing strategy focuses on authenticity, originality, and community. They use inexpensive satirical ads, sponsor extreme sports events, and organize energetic activities. Their strategy targets Generation Y through non-traditional marketing. They price their 250mL cans at a mid-high range of $2 each. Their unique taste and stimulating ingredients help their product stand out, while their simultaneous push and pull promotion strategy builds awareness.