I recently learned that Red Bull was sued for falsely
advertising its drink will give you wings and supernatural abilities. The
company has several ads that show cartoons flying and consumers participating
in dangerous sports. The brand has become know for its tagline and engaging
marketing campaigns.
Unfortunately, Benjamin Careathers realized that Red Bull does not give you wings and filed a class-action lawsuit against Red Bull. The company recently settled
for $13 million. Consumers can also earn $10 cash or a $15 Red Bull gift card
if they submit a claim online.
After this lawsuit, it will be hard for any marketer to make
an advertisement without the fear of being sued. Red Bull was simply marketing
its product as a drink for the inner daredevil, and didn’t mean any harm by the
claims. Red Bull’s claims are obviously fabricated, so it is difficult to watch
someone take advantage of a business in this way.
I think the false advertising needs to be given a closer
look. Almost every commercial or print ad that shows food and cosmetics is
falsely advertising its product. I can’t remember ever going into a McDonald’s
and receiving a burger that looked like the same products in the commercials. Also,
majority of cosmetic advertisements use Photoshop, and completely misrepresent
the benefits of the product. I think advertising like this is way more
untruthful than Red Bull’s campaigns.
Despite the irrational lawsuit, Red Bull handled the situation exceptionally well. Businesses may have to take a second look at its claims
next time the company comes up with a clever marketing campaign.
Meredith I am so glad you brought this up because I was thinking the same exact thing. I think it was a little ridiculous that Red Bull was sued over their tagline. Something that was supposed to be fun and a call to embrace adventure has turned into an enterprise to make money. I agree though on what you said about the company handling it well. Instead of fighting it to the bitter end Red Bull settled it and I do not think the company will suffer any major repercussions.
ReplyDeleteMeredith, I used to work at Subway so I understand the whole fast-food false advertising stuff. I have been asked why our subs don't look like the commercials and my honest opinion while I was working there was well I believe I make it better. But truthfully its because the rules for commercials are that everything in the picture has to be able to be eaten. Therefore non-toxic glue can be used. I was appalled that they would do such a thing to our customers but whatever makes the sandwich look good a lot of the times as customers we receive it looking like crap because they rush through making the product instead of taking their time on it.
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