Red Bull Triumphs With Baumgartner Jump by Getting Out of the Way

Brand is omnipresent yet invisible

It always seemed quite risky for Red Bull to be sponsoring a stunt that could, if things went wrong, result in a human being exploding 24 miles above the Earth. But the energy drink took that chance, and Felix Baumgartner on Sunday rewarded the brand richly for it. The media exposure around Baumgartner's record-setting leap was itself astronomical—coming off relatively little financial investment.

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