Red Bull is sold in a tall and slim blue-silver can. Originally only available in a single nondescript flavor and regular or sugar-free formulas, a line of "color editions" with artificial fruit flavors were added to the line beginning in 2013. The Red Bull company slogan is "Red Bull gives you wings", occasionally "No Red Bull, no wings". Rather than following a traditional approach to mass marketing, Red Bull has generated awareness and created a "brand myth" through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and stand-out stunts such as the Stratos space diving project.