![]() “Red Bull settled the lawsuit to avoid the cost and distraction of litigation. What huge companies such as this one are forgetting is the power which the customer has, especially in this digital era where your company can be terminated by just one click or better-said, share.Įven so, Red Bull kept their own beliefs, stating that none of their marketing is dishonest: It will never matter how many customers we are talking about nor how big the company in which the customer is facing in wrongdoing is as this time (and just like the most) “the customer is always right.” This is one of the biggest mistakes that Red Bull could have made, as I believe they don’t understand “the power of the customer.” ![]() The credibility in both instances is grown by the consumers within the market itself, however, it is the responsibility of the company to curate such credibility appropriately based on the product’s description.Įven with the evidence on the table down to a scientific point, Red Bull never pled guilty as they believed that this is just one unsatisfied customer. They both claim that they are the very best on the market by offering the most efficient product (not necessarily price-wise). In such a case we can view the branding used by Red Bull as the same sort of marketing used by Duracell batteries. Red Bull had always marketed their product as a “superior source of energy”, in other words stating that their drink is the best and most efficient. “Such deceptive conduct and practices mean that advertising and marketing is not just ‘puffery,’ but it instead deceptive and fraudulent and it therefore actionable,” the lawsuit stated. The judge that was present at the hearing agreed with Benjamin’s viewpoint: The misleading part which Benjamin used in the lawsuit was that the energy drink does not offer as much energy as advertised, as a 250ml can of Red Bull has less caffeine than a cup of coffee. Now to get the story straight, Benjamin never expected to actually grow wings as he knew the slogan was metaphorically used to represent the high content of energy that the energy drink has to offer.
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