Are there ways to build brand communities around Red Bull? What role might Twitter, Digg, or Facebook play in supporting such communities?

In today’s active world, people need help. At least, that would be the position presented by any of the companies that sell energy drinks. Red Bull and other products are designed to jolt a consumer into action.
Red Bull’s ingredient list begins with taurine, which occurs naturally in the human body. Red Bull helps to replace the taurine lost during conditions of high stress or physical exertion, which, in turn, helps the person recover more quickly. The carbohydrate glucuronolactone, which also is found naturally in the human body, is added to help with the detoxification processes as well as support the body in eliminating waste substances. The amount of caffeine in a serving of Red Bull is nearly double the amount present in Mountain Dew, a product perceived by many as the highest-energy soft drink. Red Bull also contains acesulfame K, sucrose, glucose, B vitamins, and aspartame, which is well-known as the key ingredient in NutraSweet. The company’s marketing materials emphasize that the formula took three years to develop. The 8.3-ounce-can drink was first launched in Australia in 1984. Red Bull tastes sweet and lemony, and, as one fan put it, “like a melted lollypop.” The price of a single can is typically higher than a 16-ounce bottle of soda