Genius or slightly illegal? Maybe both. How Big Brands Make Us Fall In Love, Low-key

Ever wonder why suddenly everyone seems to be drinking the same soda, wearing the same shoes, or doing that weird TikTok dance? Spoiler alert: it’s most likely not a coincidence. It’s marketing—sneaky, clever, sometimes a little ridiculous marketing.

Take Red Bull, for example. In its early days, Red Bull didn’t have millions to spend on TV ads or celebrity endorsements. Instead, they pulled a bold move: they littered. They’d leave empty Red Bull cans all over college campuses, nightclubs, and student hangouts—not as trash, but as signals.

Is this ethically appropriate? That’s not for us to judge. But people started thinking, “Huh, everyone must be drinking this stuff!” Suddenly, it was cool. People wanted to be in on the trend. Genius or slightly illegal? Maybe both.

They also used to give them to professors to drink during their classes so that they’d leave it on their desk for all the student to see. 👀

Now that’s a target audience.

And Red Bull wasn’t alone. Let’s talk about Converse—you know, those classic sneakers that never go out of style. In the early 2000s, instead of splurging on big commercials, Converse handed out shoes to musicians and underground artists. These weren’t global celebrities—they were gritty, real, and had loyal fans. When fans saw their favorite local bands rocking Chucks on stage, they wanted a pair too. Converse turned basement gigs into catwalks. 🐈

Then there’s Airbnb, which didn’t start with five-star hotels and beachfront villas. They started with cereal. During the 2008 election, the founders created political-themed breakfast cereals—Obama O’s and Cap’n McCain’s—and sold them to fund their startup. Not only did this bizarre cereal stunt get media attention, it showed the world that Airbnb had hustle, humor, and heart. People love an underdog with a good pun.

2008 election, Air BNB founders created political-themed breakfast cereals—Obama O’s and Cap’n McCain’s—and sold them to fund their startup.

So, what’s the big idea here? Big brands aren’t always born big. They start small—sometimes weird—and win our attention with creativity. They sneak into our lives not through billboards, but through bands, cereal boxes, and empty cans of energy drinks.

Whether you’re 17 or 77, marketing is everywhere. It’s in your social feed, your Spotify playlist, even the shoes your neighbor’s cool grandson is wearing. So next time you find yourself craving something suspiciously trendy, ask yourself: do I really want this, or did someone just market it really well?

(And if it involves a cereal box and a startup pitch, maybe just go with it.)