Energy Drinks

In the last 5 years convenience store coolers have gone from having  one or two types of energy drink to having at least a full cooler of different products.  I often times find myself thinking of how brilliant some of these companies are at marketing their product.  This winter i saw a snowboarder in the lift line with 4 different energy drink brands stickers on his helmet.  Obviously, said kid thought that these were cool brands to associate yourself with.  (well done marketers)   The best of these brands are obviously Red Bull and Monster.  (not best drink, but at marketing)  Suddenly it is not uncommon to see trucks with monster stickers on them, or monster clothing.  The ability for Monster to be able to turn  their brand into somewhat of a lifestyle is very impressive.  I wonder if people wearing these clothes and putting up these stickers realize that most of the action sports professionals promoting the brand don't even drink it.  On the other end though, the success of these brands has helped shape other brands, such as DrinkWater, created by a group of professional snowboarders who realized how influenced kids were by other professional athletes endorsing the energy drink brands.  They realized that they to had influence, but had turned down offers from energy drink brands.  So they started a brand that does nothing but remind people to drink water.  And it is catching on. 
http://www.nytimes.com/2012/01/08/sports/pro-water-in-snowboarding-culture-heavy-on-energy-drinks.html