Red Bull are as much a marketing company as they are a soft drinks company. All the camera footage you see of their athletes is owned by them, provides them with cheap and effective marketing and is available for resale to TV channels (e.g. Dave showing Imaginate or the Red Bull Cliff Diving). The Redbull Youtube channel has 3.5m subscribers, compared to Coca Cola’s 277k. They market a lifestyle as much as the drink.
Marketing wise they’re probably the cleverest I’ve ever seen. The Red Bull Stratos mission (the dude that sky-dived from the edge of space) cost circa US$30m and garnered huge amounts of publicity from broadcast, print, digital, radio media outlets for months in advance of the jump, during the jump and months after. Compare this to $4m for 30sec during the Superbowl and you can see how wisely they’ve spent their money.
I don’t drink the product at all but I can’t help but be impressed by the marketing and their contribution to niche and extreme sports.