Red Bull is a big global company that’s been a leader in the energy drink industry for many years. Their slogan ‘Red Bull gives you wiiings’ is metaphorically used to market the brand.
10 years ago, in October 2014, an American man named Benjamin Careathers filed a lawsuit against the company for false advertising. He argued that he had been consuming the energy drink since 2002 and did not get ‘wings’.
Benjamin was not expecting to grow actual wings when filing the lawsuit. In his court argument, he stated that the Red Bull energy drink did not provide as much energy as advertised.
He pointed out that a 250ml can had less caffeine compared to coffee. The judge agreed with his perspective.
“Such deceptive conduct and practices mean that (Red Bull’s) advertising and marketing is not just ‘puffery,’ but it instead deceptive and fraudulent and it therefore actionable,” Benjamin’s lawsuit read in part.
Red Bull had consistently promoted their product as a superior energy source. Consequently, they did not admit guilt in the lawsuit, believing that this was just one dissatisfied customer.
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Red Bull however, maintained their beliefs that their ‘wiiings’ marketing strategy was correct. They settled the lawsuit in 2015 by paying Careathers Sh. 1.95 billion ($13 million).
“Red Bull settled the lawsuit to avoid the cost and distraction of litigation. However, Red Bull maintains that its marketing and labeling have always been truthful and accurate, and denies any and all wrongdoing or liability,” the company officially stated in August 2013.
