Red Bull is one of the fast-moving consumer goods companies that rely on frequent and regular consumption. It is therefore not surprising that the brand has grown steadily since its inception. At the same time, our planet is facing a necessary paradigm shift. How can established brands integrate sustainability and ecological aspects into their brand values without jeopardizing their identity and economic future? The author and Red Bull employee examines this question from a corporate and consumer perspective. His conclusion: integrating sustainability into the core of the Red Bull brand would be too big a compromise. Instead of major transformations, he focuses on continuous, smaller sustainable projects. As a result, he has developed the prototype of the “Eco-Pathfinder,” a tool designed to help project managers determine the right level for sustainable interventions and use appropriate methods.