Red Bull fails to give people wings, owes $13M

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Red Bull must shed its slogan.
Red Bull must shed its slogan.

The energy drink's slogan must be spiked, a court rules -- and every Red Bull drinker gets a payout

Red Bull has been ordered to change its iconic "Red Bull gives you wings" slogan, after a U.S. court ruled it was "misleading advertising."

It is understood that Red Bull will no longer will be eligible to use the slogan in the U.S. after the energy-drink 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."

Anyone in the U.S. who has bought Red Bull between Jan. 1, 2002, and Oct. 3, 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. U.S. citizens will have until March 2 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."

This article was first published on campaignlive.co.uk/.