Red Bull ordered to pay $13m after failing to give people wings

Red Bull has been ordered to change its iconic "Red Bull gives you wings" strapline, after a US court ruled it was 'misleading advertising'.

Red Bull: ordered to pay £13m after failing to give people wings
Red Bull: ordered to pay £13m after failing to give people wings

It is understood that Red Bull will no longer will be eligible to use the strapline in the US after the energy drinks brand was ordered to pay a settlement of $13 million for misleading advertising.

It followed two lawsuits in North America that claimed Red Bull’s marketing "misrepresented the functionality and safety of Red Bull beverages".

Red Bull was unable to comment on what impact the lawsuit would have on the company’s UK marketing strategy and strapline.

Anyone in the US who has bought Red Bull between 1 January 2002 and 3 October 2013 is eligible to claim either $10 in cash or two Red Bull products with a value of about $15, with Red Bull paying the postage. US citizens will have until 2 March next year to make a claim.

However, as $13 million is the limit to be paid, if more than 1.3 million people claim they will each get less money.

One of the individuals who had been drinking the energy drink for years complained they had not experienced increase in performance, concentration or reaction speed.

The claimant said: "Such deceptive conduct and practices mean that [Red Bull's] advertising and marketing is not just puffery, but is instead deceptive and fraudulent and is therefore actionable."

In a statement the company said it had "settled the lawsuit to avoid the cost and distraction of litigation".

However, Red Bull said it "maintains that its marketing and labelling have always been truthful and accurate, and denies any and all wrongdoing or liability".

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content