Man Sues Red Bull “For Not Giving Him Wings” And Earns $13M Settlement

Man Sues Red Bull “For Not Giving Him Wings” And Earns $13M Settlement

 In 2014, Red Bull had agreed to pay over $13 million to settle a class action lawsuit for false advertising, related to their slogan “Red Bull Gives You Wings.”

The lawsuit, led by Benjamin Careathers, claimed the company deceptively marketed the drink as a superior source of energy without scientific support.

Red Bull settled the lawsuit to avoid the costs and distraction of litigation, denying any wrongdoing or liability, and maintaining that its marketing and labeling had always been truthful and accurate.

 

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Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 43%, it is the most popular energy drink brand as of 2020, and the third most valuable soft drink brand, behind Coca-Cola and Pepsi.

Sinсe its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 11.5 billion in 2022.

Originally available only in a single nondescript flavor sold in a tall and slim silver-blue can, called Red Bull Energy Drink, the drink added numerous variants over time. Its slogan, “Red Bull Gives You Wings”, is considered one of the most popular and memorable advertising slogans in the world.

Rather than following a traditional marketing approach, Red Bull has generated awareness and created a “brand myth” through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and standout stunts such as the Stratos space diving project.

In addition to sport series, its marketing includes multiple sports team ownerships; celebrity endorsements; and music, through its Red Bull Records label.