In 1984, the two founded Red Bull GmbH in Fuschl am See, Salzburg, Austria. ![]() Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink. While doing business in Thailand, Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Red Bull was first derived from a similar drink called Krating Daeng which originated in Thailand and was introduced by the pharmacist Chaleo Yoovidhya. In addition to sport series, its marketing includes multiple sports team ownerships celebrity endorsements and music, through its Red Bull Records label. 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. Its slogan, "Red Bull Gives You Wings", is considered one of the most popular and memorable advertising slogans in the world. 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. Sinсe its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 11.5 billion in 2022. 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. Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. "Red Bull denies any wrongdoing or liability and while Red Bull believes that its marketing and labeling have always been entirely truthful and accurate, it confirms that all future claims about the functional benefits of its products will be medically and/or scientifically supported," according to a legal notice announcing the settlement.Caffeine, taurine, glucuronolactone, sucrose and glucose, B-group vitamins, and water Red Bull has said it settled the suit to “avoid the cost and distraction of litigation" but denied it did anything wrong. The suit argued customers were misled by claims about the benefits of drinking Red Bull, with a focus on statements such as "Red Bull gives you wings." Complainant Benjamin Careathers said the company ignored numerous reports that found energy drinks like Red Bull to have the same benefit as the average dose of caffeine consumed in a cup of coffee, according to the suit. District Court of the Southern District of New York will hold a hearing on May 1, 2015, to decide whether to finally approve the settlement, with payments coming 150 days after the final approval. 3, 2014, are eligible to receive $10 cash - or $15 worth of Red Bull products, according to law firm Morelli Alters Ratner.Ĭustomers can submit a claim through a web form before Ma(No proof of purchase is required). As part of the settlement, consumers who bought the fizzy drink between Jan. ![]() The Austria-based drink giant settled a proposed class action lawsuit Thursday agreeing to pay $13 million to customers in the United States for false advertising. It turns out Red Bull doesn’t "give you wings" after all.
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