A kid 6-stepped around the perimeter of a small platform on top of a van, quickening his pace along with the beat blasted from bass-heavy speakers. Sneakers blurred as the curious crowds on the beach boardwalk transformed from passersby to rubberneckers to onlookers. While the snare crescendoed, the breakdancing kid introduced various flares and windmills into his repertoire. Just as the music reached its anticipated climax, he back-flipped off the platform onto a designated landing pad, triggering an optimally calibrated vertical launch of two Red Bull cans. The kid snatched the projectiles in both hands at their apex , and he crushed the streams of characteristically red-brown liquid into his mouth in a single, literally fluid motion. The gathered masses erupted, tossing their inflatable beach toys, cheap sunglasses, and boardwalk confections into the air. Queues flooded the sides of the van where Red Bull merchandise was freely distributed. It was a combination of product branding a...