Red Bull have done pretty well for themselves, and some of their extreme sporting competitions produce some amazing footage. In fact I expect there’s very few humans in the Western world that haven’t heard the slightly over-egged Red Bull slogan “…it gives you wings…”
The marketing giants that coined the phrase must have been pleased with it because it has remained unchanged for more than a decade.
I couldn’t help but raise a smile when I read this story about the Austrian company that produces Red Bull getting sued in the US.
It all kicked off in 2013 when consumer Benjamin Careathers decided he was going to have a pop at the caffeinated giant. Although Careathers knew the slogan wasn’t supposed to be literal, obviously no one thinks they will genuinely grow a pair of wings if they have a glug of the red fizz. He argued that the whole marketing ploy was intended to make you believe that Red Bull would give you more energy than a cup of coffee. And it doesn’t.
The judge at the American trial agreed with Careathers…
Even though there is a lack of genuine scientific support for a claim that Red Bull branded energy drinks provide any more benefit to a consumer than a cup of coffee, the Red Bull defendants persistently and pervasively market their product as a superior source of ‘energy’ worthy of a premium price over a cup of coffee or other sources of caffeine.
Red Bull, despite denying any wrong doing, has agreed to pay out to the tune of $13 million. So if you consumed a can of Red Bull whilst in America in the last 12 years you can go to their website and claim either $10 in damages or $15 of Red Bull paraphenalia. No proof of purchase is necessary, but once they’ve dished out the $13m they’ll stop paying out.
BOOM. However you feel about the drink, I for one always feel a bit of satisfaction when the little man gets one over on the big boys. Maybe I’m petty and jealous of their wealth? I don’t know. But, considering Red Bull sold 5.4 billion cans in 2013, $13m isn’t too much of a hassle for them. They can take the hit, so it’s a pretty small win I guess. In fact, the advertising they’ve got thanks to people like me reporting the story, means they’ve probably made a profit. Balls.
Next I’m hoping they bring down the marketing sickos who prey on young girls by making them buy face cream that dries out their face so that they need to buy more cream. Oh well, at least our modern adverts aren’t as hideously sexist and racist as they used to be.