The majority of Red Bull's marketing activity was directed at encouraging product trials and, from the experience of product trials, using word of mouth to continue marketing the brand. According to Kraihamer, “We do not market the product to the consumer, we let the consumer discover the product first and then the brand with all its image components” (Islam, 2011, page 32). Red Bull's non-specific advertising captivated a wider audience than just the target audience. At the same time, sponsorship of extreme sports and events has proven effective not only in advertising the drink, but also in making it a lifestyle