In October 2012, Felix Baumgartner made history by jumping from a platform 39,000 meters above the Earth’s surface, becoming the first person to break the sound barrier in freefall without the aid of a vehicle. The event, known as Red Bull Stratos, was broadcast live on television in over 50 countries and streamed globally on YouTube - setting records for live viewership. The project was funded by energy drink giant Red Bull at an estimated cost of €25 million (though some sources report higher figures). Was it worth the investment? While Red Bull was already experiencing steady growth, industry analysts estimate that the Stratos campaign boosted 2012 sales by around 5% beyond the expected trend. Assuming a 16% net profit margin, that uplift translates to approximately €40 million in additional profit, more than covering the cost of the initiative. Moreover, the long-term sales effect generated by the event likely continued well into 2013 and beyond. All things considered, Red Bull Stratos was not just a marketing spectacle - it was a highly effective, high-return brand investment.