And like Bill Gates says, "Your most unhappy customers are your greatest source of learning." This time, they realised and were cautioned. And thus, they changed their ad slogan to "Red Bull gives you wiiings." This was another clever shot, whereby this time, none could sue Red Bull because there won't be any dictionary meaning of 'wiiings' (with 3 i's), while it would still sound like 'wings'! A superb idea, indeed. The Delhi High Court dismissed Red Bull’s application by relying primarily on the ingredients that constitute a successful injunction stating that Red Bull had failed to establish prima facie case in its favour, that both taglines were descriptive and laudatory in nature and that the balance of convenience was in favour of Pepsi as their products were already being sold for almost five years prior to the filing of the plaintiff’s case. Thanks to a clever marketing strategy, Red Bull became the leading brand in its industry and gained a tremendous community on all the major social media platforms.

According to data, Red Bull registers an average YouTube engagement rate of 0.70%, which is pretty impressive. 4. Performance stats for Red Bull’s social media strategy In May 2012, GPH licensed the WANG LAO JI mark to its subsidiary Guangdong Wanglaoji Grand Health Co, Ltd, which started using the trademark with the red can.

Set by LinkedIn, used to make a probabilistic match of a user's identity outside the Designated Countries (which LinkedIn determines as European Union (EU), European Economic Area (EEA), and Switzerland). Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground. Both the Beijing High Court (on 25 November 2019) and the SPC on appeal (on 21 December 2020) rejected Red Bull China's arguments and claims. Judging by the number of views each of Red Bull's YouTube Shorts has recorded and by the brand's overall YouTube performance, integrating this type of content seems to have been a smart move. Written by Misum Hossain, Founder, & Reshmi Hossain, IP & Commercial Law Specialist, of Lincoln Legal Chambers

The brand adapts to the newest trends and has heavily shifted toward a video-first approach in its social content Although we did not attend the court proceedings, we feel Mr Benjamin would have said something like this -- " Your honour, I have been drinking Red Bull for over 10 years. It tastes a slight little bitter, but that's okay. I don't have any complaints regarding its taste. But my problem is with the wings' thing. Your honour, after I drink Red Bull, I don't feel like flying. Don't mistake me to be foolish; I am not taking it literally. I just mean that it doesn't make me feel so athletic and energetic. Oh, and if you think that's my problem, then NO. There is a problem with the advertisement itself. Like they advertise that a can of Red Bull contains the same amount of Caffeine as a cup of coffee. But facts state that a 250ml can of Red Bull contains about 80mg of Caffeine which is much less than a smaller 207ml of coffee that contains as much as 150mg of Caffeine. And hence, I think the ad is deceptive and misleading. Thus, the premium paid over a cup of coffee also doesn't make any sense. I ought to be compensated for my expectations and consumption." Apart from being about soft drinks, the Wang Lao Ji and Red Bull cases share an important commonality: the plaintiff, the ex-licensee, claimed that even if the licence was terminated, the success of the brand was due to its efforts and should, therefore, be rewarded. Basically, this was just a very clever bit of branding technique, indicating high Caffeine content. Red Bull states that a 250ml can of its energy drink contains about 80mg of Caffeine, the same amount as contained in a cup of coffee. And being an energy drink, they charged a premium over a cup of coffee.Other energy drink companies have also been the target of lawsuits: In 2012, a class action lawsuit was filed against Monster Beverage Corporation for engaging in deceptive advertising and marketing to children. (That case is still in progress, but many of its claims were dismissed in 2016.) JDB proceeded to register and use a different Chinese trademark, JIA DUO BAO, and sell the herbal tea under the JIA DUO BAO trademark affixed on the red can. The cookie is set by the GDPR Cookie Consent plugin and is used to store the summary of the consent given for cookie usage. It does not store any personal data.

Judging by the numbers, it seems that in TikTok's case as well, Red Bull's marketing strategy has the upper hand against Monster Energy's from multiple KPI perspectives, from generating more engagement and plays to a higher following. While Redbull’s marketing strategy for social media relies heavily on video content, as mentioned earlier, whether or not this was the smartest move is to be determined by looking at data. Red Bull is in it to win it when it comes to getting the brand's targeted audience's attention by capitalizing on all the major video networks' viewership potential. With Red Bull being such an unconventional brand (as proved by their past publicity stunts), TikTok seems to be the platform that fits like a glove because of its looking-for-authenticity audience. Canadian energy drinkers who bought a can of Red Bull in the last 12 years could be entitled to ten dollars as a result of a class action settlement.Set by LinkedIn to identify LinkedIn Members in the Designated Countries (which LinkedIn determines as European Union (EU), European Economic Area (EEA), and Switzerland) for analytics. But with social media marketing being so complex, thanks to the many and increasing social platforms that rise every couple of years, it's hard to establish the effectiveness of a brand's social media strategy by looking at only one channel. Red Bull is an energy drink offered by Red Bull GmbH, an Austrian private company founded in 1984. It's the brainchild of Austrian entrepreneur Dietrich Mateschitz (it's okay, we also couldn't pronounce) and Thai businessman Chaleo Yoovidhya. Also, just so you know, the founders are among the top two richest persons of their respective countries.

In 2006, Tencel transferred all its shares in the joint venture and decided not to renew the trademark licence. Red Bull China tried to force the renewal of the licence, but failed. Then, realising that it would be impossible to force Tencel to renew the trademark licence, Red Bull China shifted its strategy. Relying on the terms of the 1995 joint venture agreement, it claimed that the trademark had been transferred to the joint venture.Set by LinkedIn, used to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries (which LinkedIn determines as European Union (EU), European Economic Area (EEA), and Switzerland). Given that trademark ownership remains with the licensor at the end of a licence agreement, it is highly recommended to stipulate in the agreement whether the licensor and/or the licensee shall bear the cost of advertisements and promotion and which party will benefit from such promotion. This will prevent the licensee from requesting compensation and claiming that the trademark has gained value as a result of its own effort. Red Bull is paying out a settlement to disgruntled customers who believed the popular energy drink would—as its advertising suggests—give them wings. Benjamin Careathers got no chill! Yes, that's our man. He, joined by others later, filed a case against Red Bull in 2013. So, this is the advertisement we're talking about. Wait, don't tell us, you're also feeling like Red Bull literally meant it gives you wings! NO, please.