Why do so many young people overuse Red Bull and similar beverages?

We are increasingly living at a faster pace, things need to happen fast, constantly. The Internet enhances your availability and technology today makes it possible to create any personality of your liking. I am seen, therefore I am, appears to be an underlying driving force for many adolescents today. Round-the-clock availability, attendence and alertness certainly requires a considerable amount of energy. To stay contactable at all times might reduce the risk of exclusion and the anxiety this generates could be too overwhelming for the young teenager. The solution is delivered in a can, aggressively marketed with health benefits like "improves performance, especially during times of increases stress or strain, increases indurance, concentration and improves reaction speed".

The almost cult status that Red Bull has achieved over the years as well as the countless debates of the health risks linked with energy drinks, makes it more intriguing and enticing. Numerous urban legends might also have contributed to its popularity, one claims that taurine (one of the major ingredients of Red Bull) was made from bulls' semen but stories of this kind could further increase its enchantment. Red Bull is said to have caused several deaths and it is also criticised for its high contents of caffeine and other stimulants. Also, a small amount of cocaine was detected in Red Bull Cola, however its contents were not enough for a narcotic effect.

At least one death has been reported, possibly caused by a Red Bull overdose; a woman of 21 had been drinking four cans of Red Bull as well as several VK's; a vodka and caffeine drink. It was suspected that she suffered from a rare heart condition called long QT Syndrome and she was also on medication for epilepsy. Again, such controversies, especially those not proven would also make the brand gain in popularity and young people worldwide may take the challenge; consume more than necessary only to prove authoroties wrong. Red Bull claims that taurine, an amino acid, can "kick-start" the metabolism, another possible reason for an overconsumtion amongst young people who likes to be slim, particularly young girls.

Through an ardent marketing campaign with the slogan "Red Bull gives you wings", the company has successfully built up a "cool" image associated with extreme sports such as snowboarding, windsurfing, cliffdiving, surfing and motorcross. Music and video games are other sponsored activities which particularly appeals to young men with an interest in computers rather than extreme sports. To be able to play long hours, stay sharp and certainly alert, Red Bull or similar beverages is likely to provide the extra energy and improves the consumer's performance. The constant flow of information possibly creates a demand for more action which in turn could perhaps lead to a craving for more and extravagant stimuli. Is this a conceivable scenario for our future generation and is it a healthy development?