The iconic slogan of Red Bull energy drink, “Red Bull gives you wings,” has been at the center of a major false advertising lawsuit in the United States. The lawsuit alleges that the advertising was misleading because the product does not actually provide the extraordinary energy boost implied by the slogan.
Background of the Lawsuit
The lawsuit was filed in 2013 by Benjamin Careathers, a consumer who challenged Red Bull’s claims about the drink’s effectiveness and caffeine content. Careathers argued that the slogan suggested the energy drink would give a superior boost compared to other caffeinated beverages like coffee.
He pointed out that Red Bull contains approximately 80 milligrams of caffeine per 250 ml can, which is less than many standard cups of coffee. Therefore, the claims of enhanced energy were considered deceptive by the plaintiff.
Legal Proceedings and Settlement
A U.S. court found that Red Bull’s marketing was deceptive and not merely puffery. Although Red Bull did not admit any wrongdoing, it agreed to settle the class action lawsuit for $13 million in 2014.
The settlement compensated consumers who purchased Red Bull in the U.S. between January 2002 and October 2014. Eligible purchasers could receive either a $10 cash payment or $15 worth of Red Bull products without needing a proof of purchase.
Impact and Aftermath
Red Bull’s settlement was one of the largest of its kind related to false advertising claims. The company agreed to modify its advertising and marketing to avoid further misleading claims.
The case serves as a landmark reminder for companies about the importance of accurate advertising, especially when promoting health or energy benefits.
Conclusion
The Red Bull “gives you wings” lawsuit highlights the fine line between creative marketing slogans and misleading claims. It shows how consumers have the power to demand accountability and truthful information, ensuring brands uphold their promises responsibly.
