I was reading Sean Fleming’s Blog and stumbled upon a post that rang with me.

Sean coins the term “Red Bull Life” referring to the marketing and promotional campaign in use by Red Bull energy drink.

Let me start off by giving a bit of background:

I have never, and will never purchase a Red Bull energy drink. I rarely consume caffeine, and only resort to it’s use in times of turmoil (AKA cramming) in which case I take caffeine pills; the cheapest, most effective way to keep myself awake.

When I do purchase energy drinks, for drink mixing purposes, I use the masses of Red Bull’s cheaper substitutes.

It’s strange then that I am in love with the Red Bull brand. I would gladly wear any Red Bull merchandise, could it be purchased at a retail store (It is only available through sponsorship or other means).

Red Bull’s marketing campaign has become an entity of it’s own. Red Bull has everything from an F1 Team to a European Hockey Team to it’s hundreds extreme sport sponsorships and special events. It has come to embody a “live fast die young” philosophy, without the “die young” part. Red Bull’s brand is so strong, it has eclipsed it’s own product.