> Is this really true, though?

At least anecdotal it is. Whenever I take a can of Red Bull in my hand I don't think of a energy drink, I think of high production values on their sport events, the lifestyle of thriving for excellence.

I absolutely adore Red Bull as a company for anything they do with the exception of their core competence that is the energy drink. The drink is just okay. But it enforces the thinking of the red bull mentality.

Heck, that brilliant advertising made me into a marketing figurine that pitches Red Bull to others ...

Just going to leave the current "World of Red Bull" commercial here: http://www.youtube.com/watch?v=Ti2Lm4hb2ZY