Red Bull – caffeinated drinks giant – was recently sued by a regular customer in the U.S. and had to pay out $10 to every customer who had ever bought its products during the past 12 years. It was all because the advertising slogan since 2002, ‘Red Bull Gives You Wings’.
From the advertisement in 2002, a man grew a pair of wings after drinking up a can of Red Bull. We must say that Red Bull actually did a great job of positioning itself. Because its selling point was caffeinated drinks and bought people energy, a pair of wings perfectly explained the spirit.
It was hard to imagine that there was actually someone believing in that commercial. The result of the lawsuit was that Red Bull must give up $13 million to any US customers who had bought the drinks since 2002. $13 million was a huge amount of money but it had not to be considered as a loss. On the other hand, it might be a opportunity for its marketing department. This lawsuit actually brought Red Bull to the public again without making another expensive commercial to avoid being forgotten.
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