Drinks are sold on spur of the moment basis (or addiction), this will happen from immediate consequences of a real time event or from short term memory. You don't buy a drink based on remembering who won a championship a year or 2 years ago. It's more likely because you have recently watched a race and perhaps later or the next day discuss it in a pub or something, and you might get a red bull, or you might get one at lunch time or something. Not related to championships. It's about what stays in the brain for what reason, but I accept that it is short term brain activity. But the "coolness" and "style" of the product does become embedded long term into the brain, perhaps even more so than championship status.
I remember well the 7up livery of the F1 cars when I was a younger. I didn't know much about F1, or maybe even understand how a championship even works, but the colours were cool, and I new what 7up was, I think it made me more aware of the drink and I probably enjoyed it more and got an attachment to it in the subconscious. Would I be right in thinking the 7up cars were not championship leaders or winners?
A reminder for me. It kind of shows that for a retail company, it' not all about winning, in this case it was just about their colours and logo that appealed, they didn't even have an ethos like Red Bull racing.
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