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Der Freitag - Germany | Wednesday, October 17, 2012

Baumgartner submits to Red Bull capitalism

Felix Baumgartner's 39-kilometre leap reportedly cost the Austrian producer of beverages Red Bull around 50 million euros. The company's recompense was the attention of hundreds of millions of viewers. Red Bull embodies the most modern form of capitalism, the left-leaning weekly Der Freitag notes: "Beverages are particularly well suited as indicators of the current state of capitalism. Aspects of food and luxury products, alternative and mainstream, image and illusion are particularly pronounced in drinks - and all the more so now that the world is breaking the habit of smoking. … In liquefied capitalism the product itself no longer consists of one particular thing but a whole package including the 'recipe', the brand's image, the marketing strategy and the connection with social events. … If Coca-Cola was the drink that eagerly submitted to the stars, Red Bull is the drink that has itself become a star to which the stars now eagerly submit. In other words: Red Bull is the brand that makes the 'stars of tomorrow'. A great big casting show in which Red Bull is the hallmark of success."

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